Capability
B2B Research
B2B buying involves committees, technical evaluation and long cycles. We design research that reaches the right people — decision-makers, influencers, users and channel partners — and captures how decisions really get made.
Last reviewed by the Hoog research team
What is b2b research?
B2B market research studies how businesses — rather than individual consumers — identify needs, evaluate suppliers and make purchasing decisions, typically involving multiple stakeholders and longer buying cycles.
The business problem
Problems it solves
- Deals stall and nobody knows what happens inside the buying committee
- The ideal customer profile is a guess
- It is hard to reach senior or technical decision-makers
- Channel partners influence choice in ways that aren't understood
Questions we answer
What you will know
- Who is involved in the buying decision, and what does each stakeholder value?
- How do buyers evaluate and select suppliers?
- What unmet needs exist in our target accounts?
- How do distributors, dealers and partners influence choice?
When to use it
When to commission b2b research
- Defining ideal customer profiles and segments
- Understanding buying committees and journeys
- Validating demand for a new B2B offering
- Channel and partner strategy
Our approach
How we deliver b2b research
- 01
Map the decision unit
Identify roles, influence and information sources in the buying process.
- 02
Recruit precisely
Screen for role, company size, industry and decision involvement.
- 03
Research
Expert and stakeholder interviews combined with targeted B2B surveys.
- 04
Translate
Convert findings into segmentation, messaging and go-to-market implications.
Methods
Typical deliverables
- — Buyer journey and decision-unit maps
- — ICP and segmentation
- — Needs and purchase-criteria analysis
- — Go-to-market implications
Decisions it supports
What the evidence is for
- Which accounts and segments to target
- How to align sales and marketing to the buying process
- What to build or change for B2B buyers
- How to work with channel partners
The Hoog approach
What’s different about how we do it
Every role in the decision
We research users, influencers, technical evaluators, budget holders and procurement — not just one contact.
Precise recruitment
Respondents are screened for role, company profile and real involvement in recent decisions.
Realistic samples
Sample plans reflect how small and specialised B2B populations are, combining interviews with targeted surveys.
AI-accelerated. Human-validated. Decision-focused.
Applied by industry
How b2b research is used across sectors
Specific engagements where this capability answers a sector question.
- Technology & SaaSB2B buyer journey & buying-committee mappingHow to align marketing content, sales process and proof points to the way buyers actually decide.
- BFSIMSME & commercial banking needsWhich MSME segments and propositions to prioritise and through which channels.
- Healthcare & Life SciencesClinician needs & adoption driversHow to build clinician confidence and accelerate adoption.
- Healthcare & Life SciencesHospital procurement & buying processHow to sell, price and service effectively across hospital segments.
- Industrial & ManufacturingEnd-user needs & purchase criteriaHow to position and differentiate beyond price.
- Industrial & ManufacturingDealer & distributor researchHow to strengthen channel relationships and coverage.
- Mobility & AutomotiveDealer & service network researchHow to strengthen the network and after-sales experience.
- Mobility & AutomotiveFleet & commercial vehicle needsWhich fleet segments to target and with what offer.
- Professional ServicesBuyer journey & firm selectionHow to improve conversion from shortlist to win.
- Private Equity & Venture CapitalCustomer referencing & voice of customerConfidence in revenue quality and retention.
Related work
Case studies
Industrial & Manufacturing
B2B Industrial Market Assessment
Sizing an application-driven industrial equipment market and identifying the segments and channels best suited to a manufacturer's expansion plans.
Technology & SaaS
Technology Market Entry Assessment
Evaluating whether and how a software company should enter a new international market, including segment, channel and pricing choices.
Often applied in
FAQ
Frequently asked questions
How to conduct B2B market research?
Define the decision and the buying process you need to understand, map the roles involved, recruit precisely screened decision-makers and influencers (and channel partners where relevant), use interviews to explore and targeted surveys to quantify, and translate findings into segmentation, ICP, messaging and go-to-market implications.
What is B2B market research?
B2B market research studies organisational buyers — how companies recognise needs, research options, evaluate suppliers and purchase. Because decisions usually involve several stakeholders and smaller, specialised populations, B2B research relies heavily on precise recruitment, expert interviews and carefully designed surveys.
How do you reach senior B2B decision-makers?
We use a combination of specialist B2B panels, expert networks, professional databases and targeted outreach, with rigorous screening to confirm role and decision involvement. Sample sizes are planned realistically for niche populations.
Start a conversation
Have a market, customer or competitive question?
Tell us about the decision you are facing. We will come back with a clear view of how research can help — and what it would take.