B2B industry: product improvement needs analog market research

24.07.2024

In construction, in the energy sector or in gastronomy: people prefer to experience and evaluate how cooling, stable or warming something is in real life. You get a sure feeling for quality.

Feeling, wearing and operating - this remains crucial when it comes to translating planned products or their improvements into a clearly understandable and customer-pleasing reality of use. One interesting aspect is the everyday usability of individual features, such as those that can be activated by a switch on the object, which cannot be tested online.

Companies often have different requirements than private users. And this is precisely where B2B market research can work out the relevant aspects, for example with focus groups tailored to the target group and use tests when it comes to ergonomics, performance and handling. Realistic conditions involving dust, dirt and splash water are needed to provide reliable proof of quality and value.

Hybrid approaches are also suitable, for example online in-depth interviews on analog results. This is another way to manage market research budgets and make efficient use of increasingly tight time frames.    

Whether you are a trade business, hotel chain or energy provider: Are you already planning your next project? Whether you need initial advice or further research, get in touch with our experts.