The differences between B2B and B2C research are well-known. B2B research is dealing with larger, more complex decision-making units, and B2B purchases are normally of much higher value with a greater focus on relationships.
What about cultural biases? Do different biases exist in B2B and B2C research? If so, are they accounted for in different ways?
In our latest video, our very own Conor Wilcock explains how cultural biases in B2B and B2C research differ and how they are accounted for.