The B2B Research Blog

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

This map provides a wealth of information in a relatively straightforward manner. Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space?

What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

For example: People often assess new information using an anchoring reference point (Anchoring Bias). A clever chap called Daniel Kahneman has a theory. When making decisions there are two systems in our mind which influence the outcome. System 1 works at a sub-conscious level without us knowing it. Using intuition and beliefs about how the world works, it makes a rapid assessment of the situation then quickly settles on a course of action.

Trending Sources

B2B market research – 10 unique features

The B2B Research Blog

This means that tele-depth interviews are often the preference of B2B respondents and can gain a better quality of information than face-to-face interviews (the opposite is true in consumer research). Is B2B market research really that different from B2C? Well in a nutshell, yes.

The month in #mrx

The B2B Research Blog

After all, if we lose the trust of respondents that their personal information and opinions are safe with us, then we’ll lose their support. Every four weeks we here at @circle_research find the most popular Tweets about market research (#mrx in Twitter talk) and take a look at what’s hot.

It’s all about the lead

The B2B Research Blog

It’s packed full of useful information, but a few findings in particular leaped out at me. . These channels need to enable some kind of value exchange – a situation where the prospect is offered something of value in return for information which causes them to become a lead. Marketing still plays second fiddle to sales in B2B organisations. .

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Generation Y: Implications for the workplace

The B2B Research Blog

Generation Y’s world-view has been shaped by the four Cs: Connectivity: Generation Y have always been hyper-connected and bombarded with information. They’re also from an age where information has never been so freely available. Expert assimilators: Generation Y easily makes sense of diverse and rapid information flows. A client recently asked us to present to a group of CIOs from their enterprise customers.

Eight ways B2B market research differs from B2C

The B2B Research Blog

Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust.

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Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Fully informed, action can then be taken to close any gap between aspiration and reality. Your organisation doesn’t own its brand. It can shape it, manage it, but never own it. That’s because a brand is not what an organisation says it is. It’s what the market believes it to be. It’s a perception developed through the sum of an individual’s experience. Through every encounter they’ve had with your organisation, your employees or products. Through what they hear from you and about you.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

When landing on a web page information about an individual user (browsing behaviour, demographics, etc.) Added to this is the fact that many B2B publishers don’t offer programmatic yet and even if they do, information on their visitors may not be of much targeting value (e.g.

Eight ways B2B market research differs from B2C

The B2B Research Blog

Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust.

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Financial benchmarks for B2B Marketing agencies

The B2B Research Blog

The League and lots of other juicy information is published in a Benchmarking Report. Every year B2B Marketing Magazine, in partnership with Circle Research , ranks the UK’s top 50 B2B marketing communications agencies based on their revenues. We’re giving away copies to the first 50 new subscribers to this blog. Get your copy here - subscribe. Highlights.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’. Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion. Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it. You start with determination to put the customer at the centre of decisions.

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The Times They Are a-Changin’

The B2B Research Blog

The democratisation of information means that the technology marketer now has less control. From a ‘broadcast’ perspective, the information floodgates have opened and barriers to entry have fallen.

Blink: A side door to the unconscious

The B2B Research Blog

Gladwell’s theory is that there’s a part of our mind which constantly scans the environment digesting information, identifying patterns and matching this with past experience. Sometimes things just feel right. We can’t say why, they just do. The house bought not because it ticked all the boxes, but because you could imagine living there. The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit.

An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

The B2B Research Blog

Secondly, the advance of technology will continue and this will have important implications for how information is sent, received and communicated. Every month David Willan interviews leading experts in from the world of marketing and B2B. This month David interviews Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA). Stephen offers some fascinating insights into the world of B2B brands.

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Business-to-business (B2B) pricing strategy research – part 2

The B2B Research Blog

Using this information, the conjoint algorithm creates a series of hypothetical products each with slightly different attributes and prices. Last week I discussed two research techniques which can be used when determining the optimum pricing strategy – Gabor-Granger and Brand Price Trade Off (BPTO). These techniques are beautifully simple, but this simplicity has a flip side.

Business-to-business (B2B) pricing strategy research – part 1

The B2B Research Blog

It informs pricing strategy by revealing likely levels of demand, revenue and profitability under different pricing scenarios. When developing the optimum pricing strategy in business-to-business (B2B) markets, it’s essential to have insights into how the market is likely to react when a product or service is sold at different price points. That’s where market research comes in.

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

This map provides a wealth of information in a relatively straightforward manner. Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space? These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.

Big data is big news

The B2B Research Blog

By mining the petabytes of information which sit on our corporate servers and elsewhere, we can uncover hidden insights into customer behaviour. Click to read report. We’ve all heard the hype. Big Data is the next revolutionary force in marketing.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’. Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Talking to lapsed customers, Circle was able to provide the client with some surprising information about how the company’s service performance had slipped – and how the decline could be arrested. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.

Are B2B marketers neglecting their brands?

The B2B Research Blog

Beyond this headline there’s a wealth of valuable information in the report. Every so often it’s healthy to reflect. To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy. In doing so it’s sometimes useful to have a catalyst which supports the thought process. That’s why in early 2009 Circle Research, in conjunction with ABBA and The IDM, launched The B2B Barometer. .

Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals. by Anton Scherbik.

A ton of useful information on social media marketing measurement!

grow - Practical Marketing Solutions

The post A ton of useful information on social media marketing measurement! The post A ton of useful information on social media marketing measurement!

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

We face a menacing wall of information competition and if you think it’s bad now, it is going to soon become much, much worse. By 2020, the amount of information on the web is expected to increase by 500% — and that’s the low side of the projection.

Stop over-complicating your customer information

Biznology

The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer information

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. Designing Information Architecture for Interactive Stories. Simplicity of Information.

Strategies to help your business overcome information overload

grow - Practical Marketing Solutions

According to a LexisNexis (client) study on International Workplace Productivity , 62% of white collar workers admit that the quality of their work suffers because they can’t sort through the information they need fast enough.

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The Who, What, Why & How of Sharing Information [Infographic]

Crimson Marketing

They share informative content via social networks as well as by email. Boomerangs: These sharers share information to get a reaction and to feel validated. The post The Who, What, Why & How of Sharing Information [Infographic] appeared first on.

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Understanding the Value of Information

Your Sales Management Guru

Understanding the Value of Information. In the movie Wall Street , character Gordon Gekko stresses the value of information and how to get it. There is incredible value in information – the key is how to get it from a reliable source. Guest Blog: .

Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

Modern Marketing

It got me thinking about just how much information the brain is capable of holding. Massive expansion of the web has put all of us in a state of information overload. As the amount of information is increasing, we’re also seeing a corresponding decrease in our ability to pay attention.

Multitasking Puts Your Brain on Information Overload [Infographic]

Puzzle Marketer

According to a recent infographic by OnlineUniversities.com , your brain “wasn’t designed to handle the amount information they’re currently processing.”

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Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

bizible

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information. By generating objective and persuasive information you'll be able to drive transformation at your organization.

A blueprint for succeeding in a world of overwhelming information density

grow - Practical Marketing Solutions

… and thrown into this mix is perhaps the most profound change to our industry since the mobile phone — malignant growth in information density. Most estimates center on a number of 500 percent growth in the amount of information available in the Internet by 2020.

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. Posted in Customer Experience Mobile.

How to Create B2B Personas that Inform Content Marketing Strategy

Kapost

The post How to Create B2B Personas that Inform Content Marketing Strategy appeared first on Kapost Content Marketing Blog.

YouTube - Informal Learning in 10 minutes

Buzz Marketing for Technology

Informal Learning in 10 minutes. Very interesting, personally the "art" and "science" of learning (and informal learning) is probably the most interesting thing. I am a chess player and i find that the process of informal-learning is perhaps more important then the normal examatic / 1-2-3 method. You made me realize that im an Informal-Learner and that is why i have an almost autistic ability for autodidaction and such low grades! informal.

The holistic challenge of information in business optimization

i-Scoop

Each organization invests hours of work and numerous processes to deal with documents, data and information every single day and across multiple departments.

6 Broader Business Questions to Inform Your SEO Strategy

KoMarketing Associates

I read these to better understand how the Sales team would sell the new product to prospects, common questions the prospect might ask on a call, and many other important details of information that helped inform our SEO strategy.

Use Commerce Data to Inform Top-of-Funnel Acquisition

Modern Marketing

Today’s online customers have all the information they need about your company at their fingertips. To start, you need a plan for capturing commerce data to inform your acquisition strategy.