Using qualitative research to assist a B2B client's commercialisation strategy

Neil McPhee

This paper examines the requirements for and issues occurring in designing and conducting research in a B2B (non-fast moving consumer goods) environment, and for non-researchers, on an international and qualitative research project.

Using qualitative research to assist a B2B client's commercialisation strategy

Neil McPhee MSS Marketing Research Ltd

INTRODUCTION

The past few years have seen probably more changes to the business environment than since the industrial revolution. Amongst these changes the growth in technology has been foremost, but along with this has come an ever-increasing propensity for governmental or regulatory involvement in setting standards, parameters and general control – everything from employment to packaging, from finance to planning. One of the key areas to be touched, in virtually every country in the world, is that of Health, Safety and Environment, or...

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