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B2B Buyer's Journey Research

  • Overview

    B2B buyer journey research will be conducted in order to understand the purchasing process that B2B buyers go through in the process of purchasing a product or service and plan optimal marketing strategies based on the results.
    The research will identify what information and content is needed at each step of the purchasing process, what the decision-making process is, and what challenges and barriers are present.
    In particular, this research method will track the process from the first time that a buyer recognizes a problem or a need until the buyer seeks and considers appropriate solutions and makes a final purchase decision. This allows B2B companies to develop more precise targeting and effective communication strategies in orderto improve lead generation and sales.

  • The difference between B2B buyer persona research
    and B2B buyer journey research(Positioning)

    B2B buyer persona research and B2B buyer journey research are both useful research methods for building B2B marketing strategies, but they use different approaches.
    B2B buyer persona research analyzes "buyer attributes," while B2B buyer journey research focuses on analyzing "buyer's (buyers') purchasing process".

    B2B buyer persona research aims to create a buyer's image (buyer persona) by researching attributes, characteristics, behaviors, purchase decision process, and needs and challenges of B2B buyers of a certain target company. In order for a company to sell their products or services, it is necessary to understand the profile of buyers who are likely to purchase their products or services accurately. In other words the purpose is to understand the persona of the target customers who are likely to purchase their products or services.

    On the other hand, B2B buyer journey research aims to understand the purchasing process for your or other company's products or services by B2B buyer of the target company. In other words the purpose is to understand the buyer's behavior and decision-making process leading up to the purchasing decision.

  • Target country

    Japan, U.S.A., India, Europe (Germany, U.K., France, Italy, etc.), ASEAN (Thailand, Vietnam, Indonesia, Philippines, etc.), Australia, Middle East, African countries, China, Taiwan, South America, Bangladesh

  • What we can solve

    1) We wish to know what information B2B buyers may need at each step of the purchasing process, what constitutes the decision making process, what challenges and obstacles they may face, and so on.

    2) From the moment that buyers first identify a problem or a need, we will attempt to find the optimal solution by reviewing and following the process until the final purchasing decision is made. We aim to also identify the resources and point of contacts involved in the process.

    3) We aim to develop precise targeting and effective communication strategies to improve sales and Lead Generation.

    4) We aim to come up with Buyer's Journey Map to plan strategy for future.

  • Interview method and target peereson of interview

    Research methodology:
    Interview, telephone, remote

    Subjects:

    ・Corporate decision makers, purchasing managers, or employees involved in purchasing decisions, and others in charge of purchasing products and services

    ・Executive, purchasing decision makers, and purchasing managers

    ・Persons with multiple roles and authorities involved in the purchasing process

    ・Persons who are in charge of designing the products and services of competitors.

    ・Persons in charge of gathering information about products and services


    Target size:
    quantitative research for a few to tens of employees, in-depth qualitative research such as OnetoOne.

  • The scope of industry and field

    B2B companies, IT technology companies, start-up companies, B2B service companies

  • Survey item (example)

    1. Information on Key Persons for Purchase Decision

    ・Organization/company profile (headquarters location, business description, URL).

    ・Department and position of the key person (individual names are not to be disclosed).

    ・Key person's role/responsibility in the selection process at the organization/company concerned.


    2. Understanding the process leading up to the purchase decision (awareness, consideration, purchase, and aftercare phases)

    ・Reasons and factors at the start of consideration.

    ・Factors to be considered at the time of comparative study and matters to be emphasized in the evaluation.

    ・Evaluation Criteria.

    ・Method/process of the selection, purchasing process, purchasing channels.

    ・Whether or not the transaction will be continued.

    ・Reasons and factors ( complaints, issues, etc.) for continuing or discontinuing business with the company.


    3.Identification of information collection methods and sources


    4.Identification of factors influencing the decision (price, quality, reliability, support, brand, etc.)


    5.Identification of factors that delay the decision (uncertainty, competitive comparisons, budget adjustments, etc.)


    6.Understanding the people, departments, and roles involved in the decision


    7.Identifying issues and challenges during the purchasing process


    8.Evaluating communications and materials for the purchasing decision (information gathering methods and sources: understanding what information gathering methods and sources the customer will use)


    9.Evaluation of competing suppliers (including your own and other companies)


    10.Evaluation of post-purchase follow-up and after-sales care


    11.creation of a buyer journey map.

  • Cost

    start at 300,000 yen
    *We will make a proposal according to your company's budget and requirements.
    Please use the "Inquiry Form" for more details.

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