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

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...