B2B

B2B Research

B2B the Walnut way

B2B research is harder to do than consumer, because decision-makers are tougher to reach. Once you get to the key people the challenge is effective engagement. Then we must also consider the dynamics of C-suite vs. influencers to define who and what really drives decisions.

So how do we deal with all of this? Because business decision-makers are human beings and can be as irrational, emotional and biased in their work decisions as in their private lives, we use the same tools that we use in consumer research to cut through what is said and get to the heart of the matter.

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B2B research at Walnut Unlimited

A fresh approach each time, grounded in our vast experience.

Reaching all different types of B2B audiences

Too many B2B research assignments are ruled out due to a lack of creativity in recruitment and sampling. We work with a huge range of specialists to engage decision-makers of all kinds, including in niche sectors and less-travelled geographies. We love a sampling challenge!

Always bespoke

We recognise that a ‘production line’ approach doesn’t work for B2B. We are not in the business of selling specific metrics or ‘black box’ techniques. We start with a blank page and work closely with clients to understand their target markets and their specific needs. Then we design an approach that will engage participants and generate valuable insights.

Smart thinking means smart tools

Traditionally B2B research lags consumer research when it comes to respondent engagement and the tools used. Our B2B work is different. We bring together key learnings from behavioural science and leading-edge techniques from neuroscience to get to grips with what B2B decision makers really feel, do and think.

Ready and willing to learn

Typically, each B2B client is different, presenting fresh challenges. Part of the fun for us is taking the time to immerse ourselves in a vast range of sectors and audiences, getting to grips with key terminology to start to understand what drives decision-making.

Over recent years we’ve gained an understanding of purchase-to-pay automation, IoT & analytics, multi-cloud deployment, hosted phone solutions, credit & risk analytics tools, cloud-based document management and a variety of engine oils! We’re always ready for a new product or a fresh sector!

B2B research at Walnut

We have the experience and know how to effectively reach and engage all types of B2B audiences. We are constantly evolving the routes that we take to reach senior decision-makers. If it can be done, we can usually find a way to do it, in some cases even when our competitors say it isn’t possible!

No two assignments outside the consumer world are the same. We start with a blank page and work closely with clients to understand the target market and their specific needs. Then we design an approach that will engage participants and generate valuable insights.

Part of the fun is immersing ourselves in a vast range of different sectors and audiences. We’re always ready for a new challenge!

Interested in putting our B2B brains to the test? Give us a shout.

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Understanding the B2B telco customer experience in less researched markets.

Our neuroscience infused B2B CX tacker for Orange has become central to business planning and is used extensively within countries and at head office.

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We have been working with Walnut for several years. They helped us at Orange Business to define and implement a Customer satisfaction observatory for Business customers in 7 European countries. Thanks to Walnut, we benefit from a large set of Customer satisfaction indicators (incl. NPS) twice a year. The results are essential to define action plans in the respective countries to improve our operational efficiency. Walnut have demonstrated robust B2B expertise which is instrumental to develop this project year after year. Finally, it has always been a pleasure to collaborate with a team of highly skilled and flexible consultants.

Patrick Luciano, Strategy & Market Intelligence Director, Orange Business