B2B Marketing Research: Getting Started
Ok, so you’ve done your secondary research and you’ve developed your research proposal – now what? Well, now it’s time to get started! Developing your research will be dependent upon the relationship you develop with your research group (aka, your target audience), so devote time to getting this relationship started on the right foot. Here are some things to keep in mind:
You’re an Outsider! Remember that being researched can make some people feel uneasy. They may want to give you the “right answer”; they may be unsure about why you are asking something (and thus not know how to answer); and many times they may be unsure what they can/cannot say in terms of protecting their own business’s privacy. Whatever the reason, be aware that you are the outsider and that they may feel uncomfortable by that. Don’t get frustrated by this; simply talk through it.
Who Holds the Keys? Be sure you develop a positive rapport with the person who authorizes the research process within the organization(s) you are interviewing. Sometimes the person who holds the keys may not even really understand the importance, so be ready to explain it (and be ready to subsequently explain it to everyone you research). Discuss how what you learn from them may benefit them by approaching the issues, concerns and opportunities that you discover through your research.
To Whom Are You Talking? Know about the business whom you are interviewing. This not only helps you develop rapport at the beginning, but can also help you ‘speak their language’ and understand where they are coming from when you ask them questions during the interview. At the very least, visit their website; do not go in there without knowing anything about them.
Stay Humble. Stay humble throughout the research process. Remember that they are giving you the most valuable thing they have: their time. So be appreciative, listen intently, ask questions, and do not waste their time. And remember to get their contact information and ask if you can follow-up at a later time; inevitably when you start analysis you will wish you had asked them something, and this way you have asked up front if it is ok to contact them if you do.
And finally, remember to keep this relationship and nurture it as much as possible. You never know when you may need to make a quick phone call or hold an ad hoc focus group – and it’s nice to already have someone in the rolodex (who understands the process) should that need ever arise! And for more useful tips on research itself, check out my source for this blog, Qualitative Communication Research Methods by Thomas Lindlof and Bryan Taylor.
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.
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