B2B audiences are a hot target for market research and marketing communications, which can make it difficult to get their attention for surveys.
Market Strategies has conducted research among hard-to-reach B2B audiences—including IT managers, physicians and executives—for more than 25 years. In our experience, securing healthy response rates boils down to:
- Establishing rapport
- Providing just compensation
- Managing respondent fatigue
- Following up appropriately
To help, I’ve identified ten ways to motivate response rates. Many of the suggestions increase cost and some are not appropriate for certain study designs. So, the approach that best balances response rate, budget, timing and analytic needs depends on your research requirements. Continue reading