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We often – and quite rightly – talk about the very real distinctions between B2B and B2C markets, buyers and decisions. However, the traditional paradigm of ‘B2B as rational’ and ‘B2C as emotional’ is being challenged by an increasingly strong undercurrent of discussion about the thoughts, feelings and emotions of B2B buyers and decision makers […]
Conducting sales calls requires walking a thin tightrope between getting to know clients on a personal level, ingratiating them to yourself and your company, whilst also weaving in the core business offer that you’re trying to introduce. These two elements can feel like water and oil at times but an approach of one without the […]
Rather than focusing on social media, this article will look at social networks in more general terms, referring to the idea of a network of individuals that interact with each other. Social network analysis is an approach within sociology that is used to investigate these social networks, specifically looking at the individuals within a network, […]