B2B market research to understand the customer journey among SMEs – the challenge
Beehive were challenged with devising a B2B market research study to understand the customer journey for purchasing business services among SMEs. The challenge is always the target audience, who were c-suite executives, both customers and prospects, who typically are harder to interview. The research needed to define market size, test several concepts, as well as understanding the decision making process.
By devising a mixed methodology programme we were able to answer a broad range of objectives. The programme involved a B2B omnibus, in-depth telephone interviews and an online quantitative study among customers, lapsed customers and prospects. The research was conducted in phases, with each one informing the next thus enriching the programme and building upon knowledge already learnt.
And the benefits were…