AMA’s B2B Newsletter recently published an article written by 20|20’s CEO Jim Bryson.
Why B-2-B Research is like Herding Cats explores how the new technology in market research can help can help respondents and researches ensure the best interviews.
The following is a brief excerpt:
For marketers and researchers, B-to-B research can seem like herding cats.
Survey respondents want to go their own way. They have their own agenda and don’t seem to really care about yours—or your research.
Fortunately, that world is changing.
Today’s technology is helping marketers deliver surveys, questions and stimulus virtually anywhere, making it easier and more convenient for respondents to participate in B-to-B research whenever and wherever they want.