The business-to-business market is changing rapidly. For a long time, these business markets had not really been penetrated by any market research. However, flexible companies are now enhancing their competitive advantages with the aid of market research. The business-to-business market research carried out by GfK supports such companies with analysis and consultancy services.
Analysis of business markets is much more complex than a survey of end users. Business-to-business surveys require special knowledge and a tailored analysis approach. How should the target market be defined and segmented? Where can the required information be found? Is it more effective to survey the head offices of companies or all their locations (head office and branch operations)? Who is the right person to speak to within the company? How can the plausibility of the statements provided be checked?
Our business-to-business research specializes in finding a solution to these questions. We also have special methods to suit the different business markets. We prepare market analyses for business mass markets, which are extrapolated to cover all the companies or locations.
The Tele.Basics b2b survey, for example, provides a complete picture of telecom use by German companies on the basis of 5,000 business interviews carried out annually. In the capital goods markets, there are relatively few suppliers and customers and the often very specialized questions can be effectively analyzed with smaller samples. For example, we work for manufacturers of automization technology, special chemicals and mechanical engineering companies. In these markets, we analyze the information and decision-making behavior or determine the degree of awareness and image of the supplier. Some markets, such as the market for industrial charcoal or driver seats for building machinery and tractors, have very few customers. In such specialist business markets, we have to use special survey methods such as desk research and meetings with experts to determine market volume and market share.
Robert Wucher Tel. +49 911 395-2127
Fax +49 911 395-4084
robert.wucher@gfk.com