I have worked in business-to-business research for many years. When I meet with clients, I often find myself having a similar conversation about the difficulties in conducting B2B research.

Win-Loss research is an excellent way to learn about how well your company does in developing and winning over new customers as well as assessing why customers choose to make a change and go to one of your competitors.

Testing new product ideas among the relevant audiences is worth the commitment. However, for organizations that use an intermediary, it's important to determine among which audience the research should be conducted. Can you limit yourself to only the end user or only the intermediary? Or both?

B-to-B-to-C intermediaries can have a significant impact on end users' perceptions of your product or service. Because of the important role they play, keeping a watchful and understanding eye on this relationship is an important activity.

Conducting opinion research among businesses is can be problematic. This article provides some guidance on conducting B2B segmentation.

Tradespeople, heavy industry, and construction professionals, what can we do to best reach these hard-to-find but vital segments? Here are some best practices and techniques

Advanced factor analysis, regression and simulation tools enable B2B marketing researchers to quantify brand equity and predict, virtually in real-time, the impact of specific actions on the company's brand and on competitive brands.

Win-Loss research not only provides a valuable source of competitive intelligence, it also sheds light on the internal working of a company's sales processes and cycles.