B2B MARKET RESEARCH: KNOW WHAT THE FUTURE HAS IN STORE
B2B market research (also known as industrial research) is the discipline that lays the groundwork for making the right business decisions. If you are looking to grow within your market or expand into new ones, you need knowledge. B2B market research offers a wealth of opportunities to unlock that knowledge.
Industrial research is particularly suited to generating reliable and robust analyses about new target groups, market potential, entering international markets and developing new products, including their positioning and distribution channels. The findings gleaned from B2B market research are the cornerstone for market analyses related to developing, changing or continuing business strategies.
B2B market research – expertise and methods
In the B2B market research segment, we have pronounced expertise in market analyses and market research. At the same time, our market intelligence experts can draw upon 35 years’ of market intelligence experience in bringing their high degree of market expertise to bear in roughly a dozen different sectors.
Gathering market and sector information is simply part of our daily business.
Market information is frequently gathered using telephone-based expert interviews. Expert interviews are common in B2B market research, their key feature being lower test numbers (small sample sizes) but high-quality discussions. We also analyse data using data base research, including subscription-based data bases not available to the public on the open web, meaning they are therefore harder to come by. The results of our market analyses are always SVP: Strong, Valuable, Precise.
B2B market research – examples from our portfolio
These questions and issues are examples of some of the ways you can use SVP’s industrial research to power the success of your company:
(1) You’re currently offering your drivetrain predominantly in the automotive industry and are planning on expanding into industrial applications. These are just some of the questions B2B market research can help you answer:
Who are the market players and what are their strengths and weaknesses?
How great is the market potential and what trends are shaping the different industry segments?
What are my target customers’ needs?
What are distribution channels are there and how are they weighted?
By analysing the market and its participants, the drive manufacturer is able to plan its future position in the market and tailor its portfolio of products and services accordingly.
Sample excerpt: The services and products offered by market participants currently supplying industrial customers are investigated and evaluated. In addition, the type of service is categorised (product adjustment or logistical service) and its penetration and value-added are checked. Benchmarking against the competitor landscape makes it possible to calculate how favourable the chances are of contending with existing competitors and gaining adequate market share. As an example, a graphic can be created that shows the drive manufacturer the relative positions of competitors.
(2) At present you are only selling your sensors in Germany, Austria and Switzerland, but in the future you would like to offer your products in every European country. In this situation, industrial research can help you get to the bottom of a variety of different issues, including:
Based on the relevant target industries, what regions hold the greatest potential and how is each structured?
Who are the players currently supplying my target customers with which products, and what are the critical factors on which my target customers base their purchasing decisions?
What market developments and trends are influencing the relevant industries in the most important countries?
What does the competitor landscape look like and what industries do the competitors supply?
Graphic: Regional distribution of specialty engineering firms (anonymised focus) in NAFTA
Sample excerpt: The sectors within NAFTA depicted using an analysis of national specialty engineering firms (anonymised focus) without foreign subsidiaries. Specialty engineering firms within NAFTA are predominately smaller-sized US companies with 10 to 200 employees, the majority having less than 100 employees. Most are owner-managed companies and have only one location. The regional distributions of the 50 firms analysed can be seen in the graphic.
B2B market research – target the bullseye
Beyond market analyses, the field of B2B market research also includes very strong analyses that are tremendously relevant for companies. This includes:
Customer satisfaction analyses
The results of a customer satisfaction analysis (online survey, supported by interviews) can be an important starting point for developing products and services. In addition, your customers’ opinions can help you make changes to services or future product developments. If you know your clients’ needs, then you can tailor your product range to their needs and those of the market. Products that are developed with clients’ needs in mind can be pivotal to the success of a company.
Customer satisfaction analysis process:
A conjoint analysis is a B2B market research tool that makes it possible for you to tailor product development and pricing optimally to meet your clients’ expectations. It is a go-to method for introducing a new product. After combining different product features and options with one another, a variety of ‘different product variations’ can be revealed. By assessing the advantages and disadvantages of the different product variations, a conjoint analysis makes it possible for you to identify the features and options that are especially meaningful for your product. These insights make conjoint analysis a critical tool in product development and pricing policies.
When it comes to market entry, regardless of whether it involves new products or services, the different actors and institutions play a role. A precise understanding of these market participants is essential if you want to asses and identify market entry opportunities. SVP uses the modern technique of network analysis so that relevant institutions and players can be:
identified – i.e., the relevant groups, organisations and individuals
analysed – including the interests and perspectives of identified stakeholders
mapped – visually depicting the relationships between stakeholders
prioritised – ranking stakeholder relevance
Market image is gaining greater significance in the B2B segment. In tight markets with only a few players – or in the opposite situation with lots of players vying for position – image can be a decisive factor in awarding a contract. Image conveys core traits such as tradition, dependability or innovative power, to name but a few. SVP offers bespoke image analysis services for the B2B market. Based on the information it uncovers, you can plan image campaigns to make a positive impact on the market, and enhance recognition, understanding and acceptance.