Usage and attitude research helps you to understand and measure buying patterns, product preferences and unmet needs to identify who to target, with which solutions and how to do it.
B2B buyers typically complete around 60% of the purchase process before engaging with suppliers, and around 90% of purchasing decisions are made subconsciously, based on emotion rather than logic. Usage and attitude research is crucial in understanding the path-to-purchase and what drives buyers to choose the products and brands that they do.