B2B and B2C Primary Surveys

A B2C survey, an acronym that stands for business-to-consumer, is focused on normal consumers. On the contrary, a B2B survey as it stands, for business-to-business. These business-to-business surveys are aimed at business professionals or those with working occupations. 

Although the process for conducting a B2C and B2B survey is very similar, each has its own set of challenges. Each generates different response rates and sample sizes and often necessitates the use of separate methodologies to achieve goals. Broadly the medium used to conduct these surveys could be either CATI , CAWI or CAPI. These methodologies are further elaborated in our Solutions page.

Primary differences between B2C and B2B surveys:

The nature of B2B surveys are distinct from B2C surveys with respect to its purpose or intent. A B2B survey is generally intended for a comparative analysis of a products or services with respect to its features, utility etc. The idea here is to get a competitive analysis across several companies, mostly within an industry or sector. B2B surveys are done across all sectors including Healthcare, Pharmaceuticals, Semiconductors, Automotive and Aviation, FMCG etc.

B2C surveys, meanwhile, are more generally intended to get a collective perspective of a  product/service, from a specific section of the population. Here there is usually a defined criteria to scan and map the targeted set of respondents meeting the preset parameters. A B2C survey is generally done with respect to products/services that are consumed or utilized by general targeted people irrespective of industries.

The sample size of B2C surveys are generally bigger compared to B2B surveys. This is primarily because the audience in B2B surveys is more targeted than a general population sample. Both B2B and B2C surveys come with their own set of challenges. Sometimes a B2B survey could entail a targeted audience of employees who are currently employed in a company and are bound by an NDA with their employer. In this case the targeted respondents, despite being relevant and interested, are compelled to decline the consultation request.

On the other hand a B2C survey could be regionally focused necessitating regional counterparts to gain accessibility to the targeted respondents. Some Financial B2C surveys need categorization of targeted respondents with respect to their income groups. This could be challenging since respondents sometimes might find it intimidating to disclose their income status.

Methodologies:

1. CATI (Computer-assisted Telephonic Interviews)

CATI involves the use of computer software to facilitate telephone interviews with respondents. Interviewers in CATI use a computer program to read questions from a script and record the respondent’s responses directly into the software. The program may also include skip patterns and routing instructions, which direct the interviewer through the survey questionnaire based on the responses of the respondents.

The Advantages

CATI has several advantages over other types of surveys: 

• It enables quick data entry because responses are directly recorded into the computer program, eliminating the need for manual data entry. 
• It also allows for data validation and error checking, which reduces the likelihood of data errors. 
• CATI is also less expensive than other survey methods, such as face-to-face interviews or mail surveys, because it requires fewer resources and can be completed faster.

Challenges:

CATI, on the other hand, has some limitations. Establishing rapport with respondents over the phone may be more difficult than in person, and there is a risk of sampling bias if the sample is not representative of the target population. Furthermore, some people may be less likely than others to participate in a telephone survey.

Reason of Usage:

CATI is commonly used in market research, polling, and social science research. It is especially useful for gathering data on sensitive topics because respondents are more likely to disclose more exclusive insights over the phone than in other survey settings. Overall, CATI is a useful tool for expert consultations who want to collect premium insights at a reasonable price and quickly.

2. CAWI (Computer-assisted Web Interviews)

CAWI (computer-assisted web interviewing) is an online survey data collection method. It entails the use of web-based questionnaires that respondents complete using their personal computers or mobile devices.

 The survey questionnaire is hosted on a website or online platform in CAWI, and respondents are invited to complete the survey by clicking on a link sent via email, social media, or other means. The questionnaire may contain a mix of open-ended and closed-ended questions, and respondents can complete it at their own pace and at a time that is convenient for them.

The Advantages:

CAWI has several advantages over other methods of collecting survey data:

• For starters, it enables a larger sample size because it can reach a larger audience than traditional face-to-face or telephone surveys. 
• Second, it saves money by eliminating the need for printing and postage. Third, it gives respondents anonymity and privacy, which can lead to more honest and accurate responses. 
• Finally, because the data can be automatically stored and analyzed using specialized software, it allows for faster data collection and analysis.

Challenges:

CAWI does have some limitations. If respondents are not engaged, they are more likely to abandon the survey, and there is a risk of sampling bias if the sample is not representative of the target population. Furthermore, respondents may not have access to a computer or may be uncomfortable taking surveys online.

Reason of Usage:

Despite these limitations, CAWI has grown in popularity as a survey data collection method due to its ease of use, low cost, and ability to reach a large and diverse audience. It is commonly used in market research, social science research, and polling of public opinion.

3. CAPI  (Computer-assisted Personal Interviews)

Computer Assisted Personal Interviewing (CAPI) is a data collection method used in survey research. It entails using electronic devices such as laptops, tablets, or handheld devices to conduct face-to-face interviews with survey respondents.

 In CAPI, the interviewer reads out questions to the respondent and enters the responses directly into the electronic device. The device can be programmed to prompt the interviewer with follow-up questions based on the answers provided, or to skip certain questions based on the respondent’s previous answers.

The Advantages:

CAPI has a number of advantages over traditional paper-and-pencil surveys:

• First, because the data is entered directly into the device, it reduces errors associated with manual data entry. This can improve data accuracy and reliability. 
• Second, because the data can be automatically transferred to a database for analysis, it can reduce the time and cost associated with data processing and analysis. 
• Third, because the electronic device can be programmed to adapt to different survey designs and skip patterns, it can provide greater flexibility in survey design.

Challenges:

CAPI is widely used in a wide range of fields such as public opinion research, market research, and health surveys. It is important to note, however, that CAPI is not appropriate for all survey settings. It may not be feasible, for example, in areas with limited access to technology or where the population is unfamiliar with electronic devices. Other data collection methods, such as paper-and-pencil surveys or phone interviews, may be more appropriate in these cases.

 How Expert Networks make a difference:

Expert network companies prove to be a differentiator when it comes to primary surveys, both B2B and B2C. This is primarily because the expert network companies bring solutions to the challenges described above. The Expert Point works with regional counterparts across the globe making accessibility easier for the surveys. Additionally, we use proprietary softwares to expand our outreach and be able to quickly connect to the targeted respondents, be it for B2B or B2C surveys. We share a thorough compliance with the experts which enable them to feel comfortable with respect to any NDA or compliances. We have successfully completed a number of B2B and B2C surveys with our management consulting and private equity firms.