Views on B2B
This proximity to clients means taking a much more pro-active role than market research companies have been used to in recent years. It is also higher risk. But if we are to become genuine partners with our clients, this is what we have to do. Research is a branch of business strategy, not an intellectual pursuit, still less a production line for data.
There are no fancy techniques to hide behind, no black boxes. It is very exposed, very direct and it requires a pragmatic knowledge of business. It isn’t for the stats freak, or the IT nerd, or the academic.
Our view is that it (B2B research) is done for one reason and requires only one strategy: to get the client to a robust and well-argued decision. It isn’t about producing a report, its about laying out the options and making recommendations for action. We cannot leave the client hanging; we must be prepared to put our judgement on the line.
Extracts from a paper given by Julian Green at the BIG Conference in 2003 on conducting B2B research working alongside consultants.
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