B2C measurements, i.e. business to client or consumer, undoubtedly constitute the most popular category – in terms of frequency of use – of marketing and social research carried out in the course of business and academic practice.

In such measurement, the target group is usually the customers or individual consumers. B2C also includes projects which do not involve individuals, but, instead, entire households or families. However, even in such projects, the survey is usually carried out with one representative – an individual.

Respondents surveyed in properly constructed B2C measurements can provide a great deal of relevant information about their own characteristics, possessions, experiences, attitudes and views, needs, opinions and knowledge of a particular subject. PMR always, therefore, treats people taking part in B2C surveys as specific experts.

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B2C surveys can be used both in projects related to defining and explaining markets and in projects focusing on becoming familiar with the respondents themselves.

  • In the former case, for example, the demand-side approach to market dimensioning is used: this acquires knowledge about overall consumption, purchases and consumption of, for example, specific goods, and usually compares this knowledge with contextual hard data (e.g., imports and exports).
  • In the second case, which is much more common in B2C measurements, the survey actually examines who the respondent is, what he or she knows, thinks and does, how he or she assesses, for example, a product, service or situation, and what, and how many, market subgroups he or she represents.

B2C surveys essentially use all possible data acquisition methodologies – both qualitative (e.g., FGI, IDI, ethnography and observation) and quantitative (e.g. PAPI, CAPI, CATI and CAWI). Everything depends on the nature of the group of individual respondents and the research objective.

B2C surveys are both targeted measurements of smaller samples and representative measurements. They can also be based on large quota samples which allow multidimensional analyses of various subgroups. The ability to create both representative measurements and measurements which permit broad statistical analysis is among the major advantages of typical B2C projects.

Regardless of the data we obtain from the respondents in B2C surveys, PMR always selects people who are appropriate for the needs of the project, who are informed about the possible processing of their personal data and who knowingly take part in the survey. Data obtained in this way is always verified for accuracy and consistency in order to minimise the risk of systematic error, particularly in B2C research.

With over 20 years of experience in research and advisory services, PMR knows and effectively applies all B2C research methods and techniques. We study and analyse the desires, needs, preferences and behaviour of end clients and consumers. This deep understanding of the client provides a solid basis for our recommendations, including the manner in which companies can improve, for example, their product portfolio, pricing strategy, purchasing process, customer service, sales and marketing communications.

Projects realised

Interviews with Key Opinion Leaders in the field of Head and Neck Cancer in Romania

Our long-term client, a New York-based consultancy, approached PMR with a project, which entailed conducting an interview with potential investigators. …

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In-depth interviews with doctors on orphan drugs

Challenge: How do doctors evaluate the tested medical product? An international pharmaceutical company specialising in the development of innovative lifesaving …

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Online interviews with cardiologists concerning the treatment of a rare circulatory system disease

Challenge: What does the local market look like? An international research company needed local support to conduct online interviews with …

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