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.