Experian M 41

B2B market research to understand the customer journey among SMEs – the challenge

b2b market research for customer journey among smesBeehive 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.

The solution

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…

“Many thanks for the report. I am hugely impressed, it looks great and will provide a lot of points to debate.”

R Johnson, Marketing Manager at global information services group

The benefits

Benefits - return on investmentThe programme delivered insight that provided a return on investement through

  • Market sizing for future sales projection
  • Purchase decisions and barriers to purchase of existing products to prioritise improvements
  • Understanding business needs for future product developments
  • Prioritisation of existing product innovation ideas
  • Marketing messaging, digital communication and client testimonials