Themed magazines: how B2B researchers can engage with SMEs

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.

B2B researchers often find it difficult to engage with small and medium-sized enterprises (SMEs), and this was a recurring theme of the MRS Future of B2B Research Conference (London, June 2017). But delegates heard how themed magazines can offer an innovative way to engage this business sector, achieving cut-through and appealing to time-poor SMEs.

Amy Cashman, Managing Director, Financial Services & Technology at Kantar TNS and Alex Wheatley, Research Innovator at Lightspeed, outlined the thinking behind Business Minds, a themed magazine-based approach which encourages respondent flexibility and voluntary participation. It has gained high satisfaction scores for participation and a 65%...

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