B2B (business to business) research focuses on obtaining information about companies from their representatives.
The basic research unit in such measurements is not an individual, i.e., a customer, consumer or shopper, but a business entity – a company. B2B research is more difficult to design and more demanding in terms of its performance in comparison with B2C-oriented research, particularly at the level of data acquisition from the respondent itself. However, it can allow slightly more functions than classical consumer surveys and provide more detailed and specific market information.
Whereas B2C surveys serve to explore the market from the demand side only, B2B surveys allow the measurement of the phenomena occurring on a market or in a specific industry or group of entities from the supply and distribution side also. B2B research, with a well-chosen group of entities operating as part of a defined supply chain, or, more broadly – a process, can reveal the specificity of a business and its scale from many perspectives.