A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at. ...
Accounting for cultural bias in B2B research ...
The Doing Business in China Guide is a handy reference tool for all businesses interested in China, providing you with everything you need to know about doing business in China. The guide covers topics such as the economy, business culture, potential ...
A brand has grown to mean much more than a logo. Branding sits at the core of a company’s philosophy because a company’s brand is what that company is. ...
Who should you target and which needs should you focus on? Here are 2 crucial frameworks to help you understand every B2B decision making unit. ...
In the summer of 2014, 226 business-to-business marketers took part in a survey commissioned by B2B International across North America and Europe. This articles provides a brief synopsis of the most important findings from the research. ...
Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as impo ...
In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view. ...
In life, strengths can also be weaknesses. This is certainly the case in business-to-business companies where there is often tension between the sales and marketing teams. In b2b companies, the sales teams are usually top dogs. Business-to-business c ...
Testing the effectiveness of advertising using market research is a process that has been refined over the years. However, testing the effectiveness of sponsorship is more difficult since it may be a simple matter of a brand name emblazoned on a shir ...
