Selling has never been regarded as a profession – at least it’s never been thought of as a profession in the same way as architects, doctors or engineers are seen as professions. It is associated with the Avon lady, the Fuller Brush Company o...
We know, we know. Everyone is fed up of talking about Brexit. The thing is, it isn’t going to go away and one way or another, Brexit is going to have an effect on all of us – us in the market industry we mean. It is sometimes useful to get th...
Back in June we hosted the B2B Customer Experience Roundtable event in London. The day was hugely insightful and consisted of discussions around customer experience challenges, launching and running a program, journey mapping, driving actions, making...
It is always interesting when a big company makes changes to its brand. We remember the furore that took place when BA removed the Union Jack on the tail fins of BA planes with ‘multicultural’ motifs. More recently criticisms have resulte...
We like the concept of the value equivalence line. When somebody buys something, there is a natural balance between the price they pay and the perceived benefits they get. Think about cars. Mercedes may be perceived to be expensive but the people who...
As marketers our aim is to position our brand so that it is the most preferred to our target audience. We researchers are forever asking people which brand is better or best. Rory Sutherland, the vice-chairman of Ogilvy & Mather, wrote an intere...
Have you ever found yourself choosing one brand over another simply because it is better known to you? Have you noticed how bold product claims have a huge influence on people even though rational thinking would question their credibility or relevanc...
11th Annual ACE Awards Shine Light on Outstanding Voice of Customer Activities Wolseley, the world’s largest trade distributor of plumbing and heating products, and B2B International, a leading b2b market research specialist, have been awarded a 20...
Cultural bias affects all research carried out in B2B. The big challenge for researchers is how to understand and account for cultural biases to ensure findings are as accurate as possible. In our latest video, B2B International’s Conor Wilcock exp...
The differences between B2B and B2C research are well-known. B2B research is dealing with larger, more complex decision-making units, and B2B purchases are normally of much higher value with a greater focus on relationships. What about cultural biase...
