Our expertise

Business to Business

B2B audiences are small, busy and easy to impersonate. Reaching them is a verification problem as much as a sampling one.

Working with business to business audiences

A B2B sample is only as good as the evidence behind each respondent. The population is small enough that a handful of misrepresented respondents can move a finding, and the incentives are high enough that some people will try.

Our B2B practice is built around separating verification from screening: we establish that the person is who they claim to be before we ask whether they qualify for the study.

How we approach it

What changes when the audience is business to business

Role and authority verification

Company, role, seniority and decision authority are each verified separately. A respondent who works at the right company in roughly the right function is not the same as one who actually signs off the purchase, and only one of them belongs in a decision-maker study.

Firmographic accuracy

Company size, sector code, revenue band and geography are checked against external sources rather than taken from a panel profile completed three years ago.

Knowledge screening

Where a category has practitioner-level language, we screen on knowledge that a non-practitioner cannot convincingly fake. It removes a class of respondent that firmographic screening alone will let through.

Reaching the genuinely senior

C-suite and board-level respondents rarely come through a panel. They come through direct outreach, professional networks and referral, on their schedule, at a cost per interview that reflects the work. We quote it that way.

Featured insights

Research insights

B2B fieldwork benchmarks: what incidence and cost look like in practice

12 August 2026 · 7 min read

Incidence assumptions carried over from consumer research are the usual reason a B2B study runs over. Here is what the field data actually shows.

Multi-market data quality: where cross-country comparisons go wrong

3 June 2026 · 7 min read

Differences between markets in a multi-country study are part finding and part artefact. Separating them is a design problem, not an analysis problem.

Other audiences

Send us the brief. We will tell you what is feasible.

Feasibility, incidence and costs within one working day — including the markets where your target, as written, is not achievable.

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