B2B market research

B2B research is about understanding how businesses make decisions — not just what they choose, but why, how, and with what impact. It’s strategic by nature, often complex in structure, and global in reach — and impact. Where consumer research explores individual needs and behaviours, B2B research looks at how organisations operate, adapt, and evolve — across networks of stakeholders, systems, and shifting priorities.

At its core, B2B research is about people — the decision-makers, influencers and everyday users who power an organisation forward. From CFOs rethinking supplier models, to procurement leads rolling out new platforms, to CTOs reshaping digital infrastructure — each role brings a different lens. Understanding these perspectives is key to understanding how business really gets done and importantly, how success is achieved. 

What makes B2B research so impactful is the scale of the decisions it informs. These are rarely low-stakes or short-term. We’re talking about strategic moves — the kinds that define market positioning, shape customer relationships, and drive future growth. B2B audiences are experienced and discerning. They expect relevance, rigour, and depth — and they know when they’re not getting it.

That’s where we come in. As a specialist B2B agency operating globally we combine deep sector knowledge with a highly tailored approach. We build every project from the ground up — no off-the-shelf models, no generic frameworks. We use smart, flexible methodologies to dig into the real questions: How are brands perceived? What do customers value most? Where are the points of friction, and where’s the white space?

We’re just as comfortable speaking to board-level execs as we are to frontline experts and technical end users. And we know how to turn those conversations into sharp, commercially meaningful insights — the kind that spark alignment, unlock growth, and shape strategic direction.

In B2B, nothing stands still for long. New technologies, new competitors, new expectations — it’s a landscape that’s constantly shifting. That’s why we see B2B research not as a one-off activity, but as an ongoing dialogue with the market. One that stays curious, listens deeply, and never loses sight of what’s next.

At first glance, B2B and consumer research share a common purpose: to understand people. But dig deeper, and the differences quickly come into focus — in pace, in process, and in what’s ultimately at stake.

Consumer research often centres on individuals and their preferences — what they like, how they live, what influences their decisions. These choices are typically fast and instinctive, shaped by emotion, habit, and moment-to-moment context. We explore what drives someone to choose one brand of phone, streaming service, or fashion label over another.

B2B research is a different conversation altogether. Here, the focus is on professionals making decisions on behalf of their organisations — often involving significant investment, layered internal processes, and long-term strategic goals. These aren’t impulse buys; they’re high-value, high-impact decisions. Whether it's selecting enterprise software, onboarding a new service provider, or launching a major procurement initiative, the buying journey is multifaceted — and the risks are real.

That complexity is what makes B2B research both challenging and rewarding — it demands a different lens. The audiences are informed, time-pressed, and deeply embedded in their industries. They bring technical knowledge, specific priorities, and clear expectations to the table. And crucially, they’re not alone in the decision — procurement teams, compliance officers, senior stakeholders and operational leads all play a role. Every viewpoint matters. Every barrier counts.

This layered ecosystem means we don’t just ask what people want — we uncover how decisions get made, what criteria carry weight, and what trade-offs are being considered. We listen for signals of change. We map out internal dynamics. And we bring structure to what can often seem like an ambiguous, shifting landscape.

Unlike consumer insight, B2B research frequently informs top-level strategic thinking — It helps businesses navigate new markets, respond to evolving customer needs, and stay competitive in fast-moving industries. The implications run deep — for positioning, innovation, messaging, and growth.

As an agency specialising in B2B insights, we’re built for this. We know how to access hard-to-reach professionals. We speak their language. And we translate what we hear into insight that moves the dial — insight that balances commercial clarity with human truth. Because in B2B, understanding people is just the beginning. Understanding their world is what makes the difference.

B2B audiences encompass a diverse range of decision-makers, from sole proprietors and small office/home office (SOHO) operators to executives in large enterprises. These individuals are responsible for making strategic choices that can significantly impact their organizations. Unlike consumer markets, where purchases are often driven by personal preferences, B2B decisions are typically influenced by factors such as operational efficiency, return on investment, and long-term value.​

Engaging with B2B audiences requires a nuanced approach. These professionals expect interactions that are informed, efficient, and directly relevant to their specific industry challenges. They value insights that can help them navigate complex purchasing processes, align with organizational goals, and stay ahead in competitive markets.​

Effective B2B research involves:​

• Segmenting the Market: Identifying distinct groups within the business landscape to tailor strategies effectively.​
• Mapping Needs and Behaviors: Understanding the unique requirements and decision-making processes of different business segments.​
• Exploring Unmet Needs: Identifying gaps in the market where new products or services could provide value.​
• Innovating Solutions: Developing and testing new offerings that address the specific challenges faced by various business sectors.​

By delving deep into the motivations and behaviors of B2B audiences, businesses can create more effective marketing strategies, build stronger relationships, and drive growth in their respective markets.

B2B isn’t one-size-fits-all and neither are the sectors we work in — business audiences span a huge range of industries, each with their own pressures, priorities and pace of change. From highly regulated environments to tech-led disruptors, we work across the spectrum — combining deep sector knowledge with agile, tailored research design.

We regularly run projects in areas such as:

• Technology — where innovation moves fast, and customer expectations move faster. We help clients navigate everything from cloud infrastructure to cybersecurity, SaaS platforms to AI solutions. Whether speaking to CTOs, product leads or developers, we uncover the insights that guide smarter product development, positioning and UX design.
• Financial Services — where trust, regulation and transformation collide. We explore how businesses choose banking partners, insurance providers, payment systems and fintech platforms — and what drives loyalty, friction and growth in a competitive, highly scrutinised space.
• Healthcare — where every decision carries weight. We work with clients across medtech, diagnostics and health IT to understand how hospitals, clinics and procurement teams evaluate solutions and adopt new technologies — and how to navigate the complexity of clinical, commercial and regulatory needs.
• Manufacturing & Industrial — where operational efficiency meets long-term investment. From supply chain systems to heavy machinery, we get to the heart of how purchasing decisions are made on factory floors and in boardrooms — and how companies are adapting to digitisation, sustainability and global uncertainty.
• Professional Services — where reputation, expertise and relationships matter. We explore how legal firms, consultants and accountancy networks position themselves, build trust, and retain clients in a space where the service is intangible — but the stakes are anything but.

What connects all these sectors is complexity — of audience, of offering, and of decision-making. Our job is to bring clarity. To go beyond surface-level stats and soundbites, and uncover the real motivations, expectations and behaviours driving business choice.

We don’t just understand these sectors — we’re immersed in them. And we know how to adapt our approach to suit each one, whether we’re running global segmentation studies or agile concept tests with niche technical audiences. It’s about combining methodological precision with commercial understanding — and always keeping the end impact in sight.

Understanding B2B audiences isn’t just about capturing demographics or behaviours — it’s about getting under the skin of decision-making ecosystems — and each audience within that ecosystem has its own unique perspective, needs, and drivers.

At Bryter, we research a broad spectrum of B2B audiences, each influencing decisions in different ways. We know that every professional has their own lens on the world — shaped by their role, their responsibilities, and their goals. From C-suite executives to technical end-users, we ensure our research speaks to the right people, with the right questions, in the right way.

Here are some of the key B2B audiences we work with:

• C-Suite Executives — These are the high-level decision-makers whose choices shape an entire organisation. CEOs, CFOs, CTOs, and other senior leaders are often focused on long-term strategy, risk management, and return on investment. We help brands understand what drives these top-level executives — from financial performance to market positioning — and how to align their offerings with their strategic priorities.
• Procurement Teams — Procurement is at the heart of B2B buying decisions. These professionals are tasked with sourcing the best solutions at the most competitive prices. Their decisions are driven by cost-efficiency, compliance, and reliability. We dive deep into their needs and motivations, from tender processes to supplier evaluations, ensuring our clients understand how to stand out in a crowded marketplace.
• Technical Decision-Makers — From engineers to IT managers, these are the professionals who evaluate products based on functionality, performance, and technical specifications. For these audiences, it’s all about precision and value. We work closely with product teams to uncover the pain points, unmet needs, and emerging trends that are top of mind for these technical decision-makers.
• End Users — These are the people who use the product or service on the ground. They may not have the final say in purchasing decisions, but their experience can make or break a product’s success. Whether it's healthcare professionals evaluating new medical equipment or employees interacting with enterprise software, understanding the needs, preferences, and challenges of end users is key to delivering successful B2B solutions.
• Influencers and Advisors — Many decisions in B2B are influenced by a network of advisors, consultants, or industry experts. These individuals may not have formal decision-making power, but they play a critical role in shaping opinions and guiding businesses toward solutions. We explore how these influencers impact purchasing decisions, from their thought leadership to their peer recommendations.

Each of these audiences has different criteria, motivations, and decision-making processes. That’s why our research is highly targeted and customised. We don't just gather data — we connect with the right people, ask the right questions, and translate those insights into actionable strategies for our clients. Whether it’s developing a deep understanding of customer pain points or exploring the evolving landscape of a specific industry, our aim is always the same: to create research that’s as insightful as it is impactful.

Bryter offers a broad range of B2B research and insight services, so whether companies are looking to better understand customers, map customer journeys and understand purchase decision making, develop their next generation of products and services, optimize brand strategies or just better understand the needs of employees, we have everything covered.

Outlined below is a sample of the kinds of services we offer, with links to relevant case studies. You can read more about our B2B services on our main services page B2B service page where we outline how to develop winning strategies and target decision makers more effectively

• Segmentation Studies — Understanding audiences at a granular level is key to tailoring products, services, and communications. Our segmentation studies help businesses break down their customer base into meaningful groups, identifying common behaviours, needs, and attitudes. By segmenting markets effectively, we enable our clients to target the right audience with the right message, ensuring maximum impact.
  
  ⇒ Case study: Segmenting the B2B market for an IT services company 
  

• Customer Journey Mapping — B2B purchases are rarely straightforward. From initial awareness to final purchase, and often beyond to ongoing support, the customer journey is complex. We map out these journeys to understand how businesses move through decision-making processes, where friction points occur, and what influences each stage. By getting a detailed picture of the full journey, we help businesses improve conversion rates, refine their touchpoints, and align their strategies with customer expectations.
  
  ⇒ Case study: Customer journey mapping for an enterprise expense solutions provider

• Brand & Positioning Research — Whether launching a new product, rebranding, or exploring new markets, understanding a brand’s position in the market is essential. Our brand research studies help businesses gauge their brand health, uncover perceptions, and assess positioning relative to competitors. This research is critical for crafting compelling, differentiated brand stories that resonate with target audiences and drive growth.
  
  ⇒ Case study: Helping an ethical clothing brand optimise its brand and digital strategy

• Market & Competitive Analysis — In today’s fast-moving business environment, staying ahead of the competition is more critical than ever. We help our clients analyse their competitive landscape, uncover market trends, and identify growth opportunities. Through a combination of secondary research, expert interviews, and data analysis, we provide strategic insights that support competitive advantage.
  
  ⇒ Case study: Virtual Ward scoping for technology and connectivity proposition development

• Agile Testing & Innovation Research — In a world of constant change, businesses need to innovate quickly and efficiently. Our agile research methods enable businesses to test ideas, concepts, and prototypes in real-time — ensuring they’re always one step ahead. We work with our clients to gather immediate feedback from real audiences, adapt offerings, and drive product development with speed and precision.
  
  ⇒ Case study: Developing a new range of cleaning solutions for the hospitality sector

• Employee Research - Employee research plays a crucial role in helping businesses understand staff needs, improve engagement, and boost productivity. By gathering insights on employee satisfaction, performance, and workplace culture, companies can make informed decisions that foster retention, innovation, and growth. It ensures alignment between organizational goals and employee expectations
  
  ⇒ Case study: Helping a leading healthtech company improve staff satisfaction

Each of these research types can be tailored to the unique needs of our clients, ensuring that we always deliver insights that are not only actionable but also aligned with the business’s broader strategic goals. With our blend of qualitative depth and quantitative rigor, we provide a holistic view of the market — one that guides every decision, big or small.

At Bryter, we create bespoke research for each of our projects — every B2B challenge is different, and that’s why we offer a diverse range of research methods, all designed to provide the clarity and depth needed to make informed decisions.

Our approaches combine rigorous, data-driven methodologies with a deep understanding of the industries and sectors we serve. We blend traditional research techniques with innovative, agile methods, ensuring we always deliver insights that have real commercial value.

Here’s a look at the key types of B2B research we specialise in:

Qualitative Research — The heart of deep insights.
Our qualitative research dives into the ‘why’ behind decision-making. Whether it’s through in-depth interviews or focus groups, we speak to the people who matter — decision-makers, influencers, and end users — to understand their motivations, pain points, and aspirations. This is where we uncover the rich, nuanced insights that shape strategy, positioning, and customer relationships.

Quantitative Research — When scale matters.
When need robust, statistically significant data is needed to inform large-scale decisions, our quantitative research delivers. We design and execute surveys, panels, and data collection methods that help businesses understand the bigger picture — trends, patterns, and the metrics that matter. This approach is perfect for market sizing, customer segmentation, brand tracking, and competitive analysis.

Desk Research — Fast, foundational, and focused.
Our desk research capabilities allow us to quickly synthesise existing knowledge from trusted sources — industry reports, public databases, academic literature, and online content — to build a strong contextual foundation. Whether it’s identifying competitors, validating hypotheses, or scoping new markets, this method provides quick wins and sets the stage for deeper research phases.

Market Trends Analysis — Seeing what's next.
Understanding what’s changing in an industry is vital to staying competitive. We track and interpret emerging trends, disruptors, and shifts in customer behaviour to help companies stay ahead. Using both primary and secondary data, we map how markets are evolving — and what that means for brands, offerings, or strategies.

Expert Interviews — Insights from those in the know.
We engage with subject-matter experts, industry veterans, and niche specialists to gather high-value, experience-driven perspectives. Whether it’s to test assumptions, validate strategy, or explore white space, expert interviews offer a powerful shortcut to insight. These conversations often unlock strategic foresight that won’t be found in standard data sets.

Quality Control — Trusted insights.
Every project at Bryter is underpinned by strict quality control processes. From participant recruitment and screening through to data validation and analysis, we apply rigorous checks at every stage. We ensure that the insights are not only relevant but reliable — giving full confidence in decisions.

Market Reach — The right people, wherever they are.
We understand that accessing the right audience is critical in B2B research. Our global network and specialist recruitment capabilities mean we can engage with niche, senior, and hard-to-reach respondents across regions and sectors. Whether it's for insights from IT decision-makers in North America or procurement leads in APAC, we make it happen.

In the complex world of B2B decision-making, understanding what businesses buy is just the starting point — success hinges on uncovering the why and how behind every choice. At Bryter, we specialize in decoding these intricate dynamics, delivering research that goes beyond surface-level data to reveal the strategic, human, and operational drivers shaping organizational behavior.

From C-suite executives weighing long-term investments to procurement teams evaluating suppliers and end-users influencing adoption, B2B decisions involve multiple stakeholders, each with distinct priorities. Our tailored methodologies—spanning qualitative depth, quantitative rigor, and agile innovation—ensure we capture these nuances, providing actionable insights that drive growth, refine positioning, and unlock competitive advantage.

Across sectors like technology, finance, healthcare, and manufacturing, we navigate industry-specific challenges with precision, helping clients adapt to evolving markets and anticipate what’s next. Because in B2B, standing still isn’t an option. The most impactful research isn’t a snapshot—it’s an ongoing dialogue, blending sector expertise with real-world relevance to turn insight into action.