什麼是 B2B 市場研究？

Leveraging B2B市場研究 ensures that your company stays ahead of emerging trends and customer needs, driving long-term growth.

How do you make strategic decisions in your business? The most successful companies rely on B2B market research to fuel their strategic planning. It helps businesses navigate complex markets, anticipate industry shifts, and tailor offerings to meet demand.

What is B2B Market Research?

B2B market research studies the factors influencing one business to engage, partner, or purchase from another. It encompasses procurement practices, supplier evaluation criteria, and corporate partnership dynamics. So, by deciphering these intricate networks, B2B market research provides critical insights into businesses’ collaborative environments, helping them navigate complex B2B ecosystems effectively.

But… 為什麼需要 B2B 市場研究？

B2B 市場研究可確保企業始終適應行業基準、了解最佳實踐，並能夠識別 B2B 互動中潛在的危險信號或機會。此外，隨著企業不斷發展其產品和運營，這種市場研究可以作為一種主動的工具，確保企業與其業務合作夥伴不斷變化的需求和偏好保持一致。

B2B market research helps companies to gain valuable information about:

• 經濟轉變
• 競爭對手
• 當前市場趨勢
• 新機遇
• 客戶洞察

B2B 市場研究還可以幫助企業快速識別新的發展機會和威脅。它還可以幫助公司發現他們的 USP。公司思考自己的競爭優勢並創造競爭對手無法輕易複製的優勢。 B2B 市場研究公司經常測試產品、廣告、服務和市場機會以獲得以下結果：

• 願望： 產品或服務必須是令人滿意的，否則市場不會創造對其的需求。
• 獨特性： 客戶應該能夠將公司的產品與市場上其他參與者的產品區分開來
• 防禦性： B2B 市場研究公司必須能夠阻止或阻止競爭對手複製策略優勢。

B2B 市場研究對企業的主要好處是什麼？

無論規模或行業如何，深入研究 B2B 市場研究對企業都有許多好處。以下是一些突出的優點：

• 知情決策： 透過利用 B2B 市場研究，公司可以更深入地了解產業趨勢、競爭對手基準和合作夥伴偏好。這種數據驅動的方法確保決策植根於具體證據，而不僅僅是猜測。
• 風險緩解： B2B 市場研究強調了業務合作夥伴關係中的潛在陷阱，例如不可靠的供應商或不可持續的定價結構。透過儘早識別這些挑戰，公司可以製定策略來規避這些挑戰。
• 加強夥伴關係： 透過了解業務合作夥伴的需求、挑戰和期望，B2B 市場研究使公司能夠客製化其產品和互動，以便更好地與 B2B 同行保持一致，從而建立更實質、更有成效的合作夥伴關係。
• 識別新機會： 透過監控產業脈搏，企業可以發現新興趨勢、未開發的細分市場或可能塑造其 B2B 關係未來的創新解決方案。
• 改良的產品開發： 市場研究幫助公司了解其他企業的具體需求和偏好。這些見解有助於完善現有產品或服務，或創新解決精確市場差距的新解決方案。
• 增強的競爭定位： 借助 B2B 市場研究的見解，企業可以確定自己在市場中的獨特之處。透過了解競爭對手的優勢和劣勢，公司可以開拓獨特的利基市場或價值主張。
• 優化的行銷和銷售策略： 客製化能引起 B2B 受眾共鳴的訊息需要深入了解他們的痛點、目標和決策過程。 B2B 市場研究提供細緻的見解，以塑造引人注目的行銷活動和銷售宣傳。

… Of Course, It Has Disadvantages

• 成本和時間密集： 進行全面的 B2B 市場研究可能需要大量時間、金錢和人員資源，特別是對於預算和人力有限的中小型企業 (SME)。
• 複雜性和不確定性： B2B 市場通常複雜且動態，利害關係人眾多，銷售週期長，產業動態不斷變化，使得取得準確可靠的數據具有挑戰性。
• 數據品質和偏差： 確保 B2B 市場研究中收集的數據的品質和完整性可能具有挑戰性，因為偏見、不準確和不完整的資訊可能會扭曲調查結果並導致錯誤的決策。
• 過度依賴研究結果： 雖然市場研究提供了寶貴的見解，但企業必須謹慎行事，不要過度依賴研究結果而犧牲直覺、創造力和策略願景。
• 預測能力有限： 儘管人們努力預測市場趨勢和未來發展，但 B2B 市場研究本質上具有一定程度的不確定性，預測可能並不總是與實際結果相符。

有效 B2B 市場研究的最佳實踐

為了最大限度地發揮 B2B 市場研究的影響力並推動策略決策，企業應遵循一組最佳實踐：

• 明確定義目標： 概述與業務目標和關鍵績效指標 (KPI) 一致的研究目標。無論是進入新市場、推出新產品或評估客戶滿意度，明確的目的對於指導研究過程至關重要。
• 結合使用定性和定量方法： 將深度訪談、焦點小組和民族誌研究等質性方法與調查、資料分析和統計分析等量化技術結合。這種多方法方法確保了對市場動態和客戶洞察的全面了解。
• 細分與目標定位： 根據行業、公司規模、地理位置和購買行為等相關標準細分目標市場。透過識別不同的細分市場並針對特定的客戶角色，企業可以有效地客製化行銷策略和產品，以滿足多樣化的需求。
• 持續監控和回饋： Establish mechanisms for continuously monitoring market trends, competitor activities, and customer feedback. This enables businesses to adapt quickly to changing market conditions and stay ahead of the competition.
• 技術與工具投資： 利用 CRM 系統、資料分析平台和調查軟體等先進技術和工具來簡化研究流程、自動化資料收集並產生可行的見解。投資正確的技術基礎設施可以提高研究效率和效果。
• 跨職能協作： 促進組織內不同部門之間的協作，包括行銷、銷售、產品開發和客戶服務。透過讓跨職能團隊參與研究過程，企業可以獲得不同的觀點並確保整個組織的策略保持一致。
• 道德考慮： Respect customer privacy, obtain consent for data collection, and ensure the confidentiality and security of sensitive information. Maintaining ethical practices builds trust with customers and enhances the credibility of research findings.

Our Current Market Review and Recommendations

At SIS International, we believe that B2B market research is a powerful tool for guiding strategic decisions in today’s competitive environment. After conducting an extensive analysis of the current market landscape, we recommend that companies focus on emerging opportunities in sectors experiencing rapid growth, such as technology and sustainability. In these areas, businesses can leverage B2B market research to identify untapped market potential and better understand shifting consumer preferences.

B2B 市場研究方法

由於 B2B 交易的性質和目標受眾規模較小，B2B 市場研究通常涉及比 B2C 研究更複雜的方法。標準 B2B 市場研究方法包括：

• 調查和問卷： Surveys and questionnaires are key tools for gathering quantitative data from B2B stakeholders. These can be administered online, via email, or through direct mail, and may focus on topics such as customer satisfaction, product preferences, and market trends.
• 採訪： 對主要利害關係人（包括 B2B 組織內的決策者、影響者和最終使用者）進行深入訪談，提供有關他們的需求、挑戰和購買行為的定性見解。訪談可以透過面對面、電話或視訊會議的方式進行。
• 二次研究： 二次研究涉及收集和分析資料來源，例如行業報告、市場研究、學術出版物和政府出版物。二次研究提供了有價值的背景資訊來補充主要研究工作。
• 競爭對手分析： 分析競爭對手的產品、定價策略、行銷策略和市場定位有助於企業了解其競爭格局並發現差異化和競爭優勢的機會。
• 觀察： 觀察性研究涉及直接觀察自然環境中的 B2B 利益相關者，例如貿易展覽、行業活動和客戶互動。觀察性研究提供了有關行為、偏好和趨勢的寶貴見解。
• 專家小組： Expert panels bring together industry experts, thought leaders, and practitioners to discuss and provide insights on specific topics relevant to B2B market research. They offer diverse perspectives and expertise, enhancing the depth and breadth of research findings.
• 焦點小組： 焦點小組涉及與一小群 B2B 利害關係人進行便利的討論，從而深入探討意見、態度和看法。焦點小組可以發現其他研究方法可能無法出現的見解。

The Role of Focus Groups in B2B Market Research

採購流程

• 購買動機
• 品牌忠誠度的驅動因素
• 未滿足的客戶需求
• 產品開發
• 行銷資訊測試
• 新概念測試
• 客戶滿意度
• 定價和支付意願
• 偏好、喜歡和不喜歡
• 包裝見解
• 競爭情報

B2B 焦點小組 鼓勵深入思考、新鮮思考和創意產生。焦點小組將 8 到 10 位 B2B 決策者聚集到焦點小組設施。受訪者針對您關心的問題提供定性見解。這種定性研究方法可以為後續的定量和戰略研究項目提供資訊。

主持人引導並激發討論。主持人根據「討論指南」提出問題，向小組提問，並將參加與客戶的簡報。

焦點團體招聘 involves getting respondents to participate. Recruitment is essential as B2B markets can be niche, and professionals can be busy. The recruitment process can also yield insights. We recruit people from many industries, including IT decision-makers, procurement directors, and R&D managers.

線上焦點小組

線上焦點小組是受訪者和主持人透過音訊、視訊或聊天討論主題的一種方法。客戶還可以即時觀察。 B2B專業人士比較忙，這個方法可以更方便。

線上焦點小組的另一個優點是，它可以聚集廣大地區的受訪者，這對專門的利基產業特別有幫助。線上群組是一種經濟高效、方便且高效的生成定性洞察的方式。

網路洞察社群

數位社群在 B2B 研究中的受歡迎程度正在迅速上升。就像社群網路一樣，受訪者登入後可以回覆貼文、練習、民意調查、提示和討論。這些活動通常持續 2-4 天，以便進行更坦誠、深入的對話。只要受訪者在研究的特定日期內參與，他們就可以每天在方便的時候登入 10-30 分鐘。另一個優點是，這些數位平台允許透過高級文字分析、自動轉錄和使用者統計數據進行進一步分析，從而為定性發現添加更多數據。

Largest Growing Segments in B2B Market Research

The B2B market research industry is experiencing significant growth across several key segments, driven by technological advancements and businesses’ evolving needs. One of the fastest-growing segments is the technology sector, where research on AI, machine learning, and cybersecurity is in high demand. Companies in this space are investing heavily in B2B market research to understand technological trends, consumer expectations, and potential risks, allowing them to innovate and stay competitive.

Another rapidly expanding segment is sustainability and green technologies. As environmental concerns rise globally, businesses are seeking B2B market research to help them navigate the shift toward more sustainable practices. This segment includes research on renewable energy, eco-friendly product development, and corporate social responsibility (CSR), helping companies align with changing consumer preferences and regulatory requirements.

Healthcare and life sciences also represent a large and growing segment inB2B market research. With the rise of personalized medicine, biotechnology, and digital health, businesses in this field require deep insights into patient needs, technological advancements, and regulatory challenges to succeed in an increasingly complex market.

B2B Market Drivers

Opportunities in B2B Market Research

The B2B market research industry presents numerous opportunities for businesses to leverage insights for strategic growth and competitive advantage. Recognizing and capitalizing on these opportunities can significantly enhance a company’s market position. Here are some key opportunities in the field:

• Integration of Advanced Technologies:
  • The adoption of emerging technologies, such as AI, machine learning, and big data analytics, offers new opportunities to enhance the accuracy and depth of B2B market research.
    
• Expansion into Emerging Markets:
  • As global markets continue to grow, particularly in regions like Asia-Pacific and Latin America, there is a significant opportunity for B2B market research to help companies understand and penetrate these emerging markets.
    
• Personalization and Customization:
  • Companies can capitalize on this by offering tailored B2B market research services that address specific industry needs, customer segments, and business objectives, providing more relevant and actionable insights.
    
• Increased Focus on Sustainability:
  • With rising environmental awareness, businesses are seeking B2B market research to understand and implement sustainable practices.
    
• Enhanced Data Visualization and Reporting:
  • The development of advanced data visualization tools provides an opportunity to present B2B market research findings in more interactive and understandable formats.

How SIS International’s Market Research in B2B Market Research Helps Businesses

At SIS國際, we understand the critical role that B2B market research plays in shaping successful business strategies. Our research services provide a range of benefits designed to enhance your strategic planning and drive growth. Here’s how our market research can support your business:

• 加強策略規劃:
  • Our comprehensive B2B market research equips businesses with the data needed to make informed strategic decisions. By analyzing market trends, customer behaviors, and competitive landscapes, we help you develop well-founded strategies that align with market opportunities and challenges.
    
• Increased Revenue:
  • Leveraging our insights allows businesses to identify new revenue streams and optimize their offerings. Understanding market demand and customer preferences through B2B market research can lead to more effective product launches, pricing strategies, and marketing campaigns, driving higher revenue.
    
• Risk Reduction:
  • SIS helps mitigate risks by providing a detailed analysis of market conditions and potential challenges. By anticipating changes and understanding market dynamics, businesses can make proactive adjustments to reduce uncertainty and navigate potential pitfalls.
    
• Improved Marketing Efficiency:
  • With targeted B2B market research, businesses can refine their marketing strategies to better reach and engage their target audience. Our insights enable you to tailor your messaging, optimize channel strategies, and enhance overall marketing effectiveness.
    
• Accelerated Growth and Innovation:
  • Access to up-to-date market data and trends accelerates growth by highlighting new opportunities and areas for innovation. Our research supports your efforts to stay ahead of industry developments and leverage emerging trends for competitive advantage.
    
• Boosted ROI:
  • Investing in our B2B market research delivers a strong return on investment. Our research provides actionable insights that drive better decision-making and strategic execution. By optimizing your strategies and operations based on our research, you can achieve greater efficiency and profitability.

關於 SIS 國際

SIS國際 提供定量、定性和策略研究。我們為決策提供數據、工具、策略、報告和見解。我們也進行訪談、調查、焦點小組和其他市場研究方法和途徑。 聯絡我們 為您的下一個市場研究項目。