Provoke Insights’ President Carly Fink article was published on GreenBook marketing services’ website on the importance of B2B branding research.

In this article, Carly Fink discusses how COVID-19 has affected brand research, the B2B brand research journey, and the competitive landscape. Not all research is effective or impactful. Critical elements to research will determine whether or not the insights gathered for your brand will lead to a strategy that distinguishes it from the competition.

As Carly has mentioned, the B2B audience is often more rationally driven by logic and relationships, while consumers are emotionally driven.
When conducting market research for a B2B Brand, it’s essential to evaluate the duration of the education process, the buyer’s journey, and the ease of the process. This comprehensive understanding equips you with the right tools for success.

What is the role of the influencers? Who has the final decision power? How long has the customer or client’s relationship with the company been? This will play a role in loyalty and satisfaction.