Scientists and the C suite: how B2B researchers can engage hard-to-reach audiences
Engaging a company's senior executives, or the so-called C-suite, is not the same as engaging consumers because it's a much smaller universe, Suzanne van Montfoort, Senior Research Manager at market research firm Winmark told attendees of the MRS Business-to-Business Research Conference held in London in June 2016. As there are only 100 CEOs in the FTSE 100, you can't play a numbers game by targeting a large number of executives, so you need to think intelligently, she explained.
Networks
These executives earn significant salaries so...