Scientists and the C suite: how B2B researchers can engage hard-to-reach audiences

This event report examines how complicated research can communicate its value to company leaders - often the hardest audience to reach.

Scientists and the C suite: how B2B researchers can engage hard-to-reach audiences

Brian McGee

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...

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