There are many important distinctions between consumer market research and B2B market research studies. In general, a business-to-business market research survey conducted online is more difficult and expensive to complete then is a consumer research survey. This article describes some of the main reasons for these differences.
Consumer research surveys often target a balanced sampling of a survey population (such as the U.S. population in a nationwide survey or a designated market area for a geographic selection) or select demographics such as household income, age, education level, or gender. Low incidence consumer studies can frequently reach respondents based on profiles that are not pre-identified in the vendor’s database through the distribution of large numbers of email invitations. In comparison, B2B market research often targets respondents based on job title / job function, size of employer, input on purchases, and other selective items. For example, a business-to-business market research survey might target small business owners with 25 to 100 employees who are final decision makers on purchases of accounting software.