B2B fieldwork benchmarks: what incidence and cost look like in practice
Incidence assumptions carried over from consumer research are the usual reason a B2B study runs over. Here is what the field data actually shows.
Read moreResearch Insights · 18 March 2026 · 6 min read
Reaching clinicians has not become harder. Proving that you reached the clinician you think you did has.

The supply of clinicians willing to take part in research has held up better than most predictions. What has changed is the evidentiary standard: clients increasingly need to demonstrate that a respondent was who they claimed to be, to a level that a self-reported specialty cannot satisfy.
On specialist physician studies, verification and quality assurance routinely exceed the honorarium as a share of the cost per complete. Pricing models built when the honorarium dominated no longer describe the work.
Public registers make licence verification straightforward in some markets and impossible in others. Multi-country healthcare studies therefore run at different verification standards by market unless the design accounts for it, and the variation is rarely documented.
A healthcare study that can be defended states its verification method per market, retains the evidence, and reports the rejection rate at each stage. A study that reports only a final sample size is asking the client to take the hardest part on trust.
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Incidence assumptions carried over from consumer research are the usual reason a B2B study runs over. Here is what the field data actually shows.
Read moreDifferences between markets in a multi-country study are part finding and part artefact. Separating them is a design problem, not an analysis problem.
Read moreSingle-source sample is easier to manage and steadily less representative. Blending is harder and better, provided the blend is reported.
Read moreFeasibility, incidence and costs within one working day — including the markets where your target, as written, is not achievable.