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Adam Jones
Analytics Manager, B2B International
adamj@b2binternational.com
914-761-1909
What’s key to a successful B2B benchmarking program?
In the research design, ensure the sample sizes per survey are sufficient so differences aren’t skewed by a large margin of error. In the analysis, recognize cultural differences. For example, emerging markets tend to rate much higher on the NPS, especially Mexico, Turkey, Brazil and Taiwan. Stick to comparisons within the same country or compare by region. Raise the bar by benchmarking against best-in-class B2B brands. Overtaking your direct competitors isn’t enough as customers judge you against a broader range of companies.
For other best practices, visit www.b2binternational.com/benchmarking.
Laura Livers
Chief Executive Officer, Focus Pointe Global
llivers@focuspointeglobal.com
678-298-9230
How can I keep respondents from dropping out of our panel after a couple of months?
Participant engagement is a big topic in the industry right now. Designing research with the respondent experience in mind goes a long way in motivating panel members to continue to participate over time. Key to this is treating panelists with respect and making sure they understand the importance of their role in developing new brands and improving upon the brands they know and love. Being friendly in our communication, making it fun, offering fair compensation and avoiding long screeners with redundant questions will help with retention. And don’t forget to thank them for their participation at every touchpoint.
Andrew Willard
Partner, W5 Insight
awillard@W5insight.com
How can I use survey research to understand key drivers for choosing a brand, product or service?
Conducting a survey among a robust base of consumers or business decision makers can easily produce a rank-ordered list of priorities. However, going beyond direct response (stated importance) to assessing underlying priorities (derived importance) can also be insightful. Examining stated and derived importance data together presents perspective into decision-making from multiple angles – highlighting all drivers that impact choice. Another method of understanding stated and derived priorities is through max-diff analysis, which provides a reliable prioritization of drivers through a trade-off exercise.