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FEATURE20 October 2017

A business mindset

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B2B Features Impact UK

Understanding the motivations of a business audience requires particular research skills – and it is often less about market research and more about solving a business problem. By Tim Phillips.

B2B market research is, in many ways, a world unto itself. Clients may not have their own research expertise, or even much marketing nous – “the marketers we deal with tend to be ex-engineers”, sighed one research provider. Respondents ...