B2b firms ‘not making the most' of research

GERMANY-- B2b businesses in Germany are failing to get the most out of their investments in market research, a new survey by Bonn-based EuPD Research suggests.

The study into research among large and medium-sized b2b firms said that only 44% of management decisions are validated by research, with the figure falling to 40.6% in sales and marketing.

Research is still viewed by many firms as a side issue, said EuPD, meaning that the potential of research carried out is often not realised. The study paints a similar picture from that seen by Vend Consulting in a survey on research among SMEs in Germany published in August last year.

Less than half of the companies surveyed by EuPD had central mechanisms for collecting and coordinating research, which the agency warned could lead to poor decisions, wasted resources and duplication of work. Only 26.9% of the companies compiled research in a central archive, while 15.4% had implemented a knowledge management system.

The study is based on 52 telephone interviews conducted with marketing and research decision-makers in summer 2008. More information is available here.

Author: Robert Bain