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.

And while positive feedback is the easiest to hear, as researchers we know that the negative stuff is just as important to seek out and listen to. After all, how can we fix problems that we don’t know about—or don’t know enough about?