Across my career, I have had the opportunity to work on hundreds of business-to-customer (B2C) and business-to-business (B2B) voice-of-customer (VOC) research projects. Conducting research where you talk with customers who are a part of a panel and are talking about their emotional reaction to products (most B2C VOC research) is very different than convincing professionals to trust you enough to share information with you that could negatively impact them and their companies if it was made public (most B2B VOC research).

If businesses approach B2B VOC research like they would B2C VOC research, the result is often research that does not yield the insights the businesses need to move their business forward. B2B VOC research can use the same methodologies as B2C VOC research (e.g., one-on-one interviews, and focus groups), but the strategies and tactics used in B2B VOC research are distinct and operate in a league of their own. Let me guide you through the most important differences for you to know between B2C and B2B VOC to help you get the most out of your B2B VOC research.

The Vibrant Spectrum of B2C VOC Research

B2C VOC research targets individual consumers, aiming to capture emotional and experiential feedback that can swiftly translate into product enhancements or marketing adjustments.

Emotional Resonance: B2C research thrives on capturing emotional responses—how a product makes a consumer feel or the frustration evoked by a service glitch. This data drives consumer loyalty and brand advocacy, which are pivotal in the B2C realm.

Full Transparency: The vast majority of B2C respondents are people who have opted into research, asking to be part of a panel of people who will participate in research in exchange for cash or gift cards. B2C respondents usually sign waivers permitting companies to use their images and recordings of them being interviewed as part of the agreement for them to be on the panel. Clients regularly sit in on interviews and ask their customers questions during the interviews being conducted by the B2C VOC firm’s interviewers. Transcripts and recordings of all interviews are made and shared with the client due to the respondents giving their permission to do so.

B2B VOC Research: Navigating a Minefield of Professional Nuances

Unlike its B2C counterpart, B2B VOC research is a labyrinth of intricacies, involving numerous stakeholders within professional settings. Here, feedback isn’t merely about emotions but about performance, integration, and the longevity of business relationships. Given the high stakes, confidentiality and precision are not just important, they are paramount.

Strategic Depth: B2B questions delve into strategic depths, touching on ROI, integration challenges, and the long-term value of products or services. Decision-makers and influencers provide insights that could pivot a company’s strategic direction. The firm conducting the interviews needs to have a deep understanding of the industry to get the information required by the client to make these strategic decisions for their business.

Confidentiality is Crucial: In B2B environments, there are very few panels of respondents, meaning nearly all B2B VOC research respondents must be cold-contacted and recruited. B2B VOC respondents are asked to share sensitive information about themselves and their companies that might have serious implications for the respondent and the company they work for if it was shared publicly. Therefore, B2B VOC data is usually reported in the aggregate to ensure anonymity, giving respondents the peace of mind to openly share their thoughts and feelings without concern of causing problems for themselves or their companies. Clients do not attend interviews, and transcripts and recordings of the interviews are not made available to clients to make it safe for respondents to provide unfiltered information.

Choosing the Right Partner for B2B VOC Research

The complexity and sensitivity of B2B VOC research demand you choose a research partner with specialized expertise. A firm specializing in B2B VOC is not just a vendor; it is a strategic advisor that understands the intricacies of your industry and the business dynamics of your respondents.

Expertise in Data Collection: Specialized B2B VOC firms are adept at navigating the complexities of gathering data from business professionals. They specialize in recruiting and interviewing professionals who are reluctant to participate in research. They understand how to phrase questions that elicit the most informative responses and how to reassure respondents that their data will be used responsibly and in aggregate—enhancing the depth and reliability of the information shared by the respondents.

Tailored Data Analysis: More than just collecting data, specialized B2B VOC firms excel in analyzing it in ways that align with your business needs. They can discern patterns and insights most relevant to your strategic questions, providing guidance that is not just data-driven but finely tuned to the nuances of your market and operational realities. B2B VOC research should provide you with clear guidance on what you need to know in order to make the best decisions for your business. Firms that specialize in B2B VOC research need to have the knowledge and experience to recruit the correct respondents, get their unfiltered information, and craft deliverables that simplify your decision making.

In Conclusion

In my experience, VOC research is the bedrock for truly understanding the needs of your customer. It is important that B2B VOC research is treated as a different type of research than more commonly executed B2C VOC research. Understanding the differences between the two will help to eliminate some of the frustrations and disappointment that can happen when B2B VOC research is conducted like B2C VOC research. For those of us navigating the B2B landscape, partnering with a specialized B2B VOC firm like Proactive Worldwide can be a game-changer. The clarity and focus that comes from understanding what you B2B customer needs will help you make the best choices to grow your business.