Research Tips for B2B Marketing
Scientific research can provide valuable insight into the motivation of buying behavior among B2B customers, but the very act of research can also be important in B2B marketing – and is worthy of discussion. So here is some more information about it, plus some tips to optimize its effectiveness as part of your B2B marketing plan.
Why focus groups?
Focus groups are an adaptable research tool that can be used to discover a multitude of things, from an assessment of a product, to its potential issues or weaknesses, or just the lay of the landscape and how the product fits into it. Focus groups are valuable because they allow for group synergy that unearths information that may otherwise have been difficult to reach in a one-on-one setting.
For example, if you interview someone, that person may think a certain issue pertains only to him or her; but when that issue is made more public, you may discover that others feel the same way. Additionally, having people discuss and build off what others are saying further uncovers information you just cannot get without a group setting.
How do I do It?
As a focus group moderator, how you administer the method directly correlates to the results you receive. If there is too much structure, such as an overly rigid set of questions, you may miss the magic that comes from just allowing people to sit around and talk. On the other hand, establishing too little structure, may leave the group unsure of what to discuss, thus not uncovering any information at all. How much structure you choose is ultimately determined by your objective, but I’ve always found that having a little structure (such as a set of questions you want to be sure are answered) is good, but also let the group branch off in another direction if their dialogue does so. After all, the reason for having a focus group is to hear what they have to say – thus, let them speak.
Focus groups usually last between one and two hours, most people have a limit of how much time they’re willing to devote to one, so be aware of this and try to keep it under two hours. The group size may vary, but the 6-10 participants is typical. (You may want to over-recruit, just to ensure there are enough participants left if some were to cancel at the last minute.) Additionally, base your group size on your objective. If you want deep-level information from your participants, keeping the size smaller will allow more people to talk more thoroughly. If what you’re looking for is more surface-level, keeping the size larger will let you hear more opinions.
So the next time you need to learn about your company or product or service, ask the people who know. After all, reading trade publications and interviewing clients may be great ways to do research, they aren’t the only ones. The focus group method can garner results you otherwise may have never had, and utilizing this information in your messaging and outreach may prove more effective, since it is relevant to your target audience.
Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.