Video: Understanding the B2B Decision Making Unit

It is well-known that b2b markets are inherently different than their b2c counterparts. There are a number of key differences between the two such as smaller client bases and the highly complex nature of b2b decision making units. What may not be clear is how these differences actually affect a b2b market research study.

In our latest video, Matt Powell, Research Director at B2B International, explains the difficulties associated with b2b market research and why a thorough understanding of the b2b decision making unit is crucial when undertaking b2b research.

Watch the video in its entirety below.

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