Industrial Market Research

Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Doubt dominates Americans' faith in fixing BP oil spill

According to a poll from BIG Research, Americans have little confidence in BP and the federal government's ability to stop the Deepwater Horizon oil leak in the Gulf of Mexico.

An overview of business-to-business research in China

The authors outline a brief history of business-to-business research in China and then explore trends in the use of various techniques while offering tips on what kinds of information can be obtained through research.

Local knowledge, global implications

Shanghai-based researcher Laura Mitchelson draws from her own experiences interviewing Chinese businesspeople to show readers the ins and outs of conducting business-to-business research in a vast and fast-paced country.

Related Articles

There are 29 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Using virtual reality-based conjoint to capture the voice of the customer

When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.

It watches like a hawk

To determine how to market a new boiler system technology and identify the target audience, Cleaver-Brooks conducted focus groups with prospective buyers from a variety of industries and applications, such as hospitals, manufacturing plants, schools and universities. Via an earpiece, the moderator received coaching from company observers throughout the focus group process to ask follow-up probing question or to rephrase questions. Field tests with sample customers were also completed.

Tennant fine-tunes its business-to-business research

For many industrial manufacturers, marketing is based on "pushing" customers into buying a product and then moving on to the next likely customer. Tennant, a manufacturer of floor maintenance equipment, refined its marketing techniques to "pull" customers in by meeting needs and expectations. The shift has improved customer satisfaction.

Designing a customer satisfaction survey for industrial products

Marketing research of industrial products has grown rapidly in the past few years. Customer satisfaction is the hot topic in this area of research. This article discusses how to design a customer satisfaction survey for industrial products.

Effective use of online research

An international cosmetics manufacturer used online questionnaires to determine a marketing strategy for a product with a low rate of repeat buyers. Because of the stigma attached to men who use beauty products, the company doubted that face-to-face interviews or telephone interviews would elicit honest answers. Participants answered nine questions about the two competing cosmetic products and their reasons for their purchasing decisions.

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