Define the problem:- As such, the first step in B2B survey design is to define the practical and priority business problem that the survey (once developed) will solve
Identify your research topic and develop your questions:- Once the problem is defined, the next step is to identify who needs to be consulted. It is vital to target decision-makers, since their feedback is going to be the most valuable and actionable
Decide on a methodology:- Marketing research tends to use a mix of methods
- Qualitative primary research
- Quantitative primary research
- Secondary research methods
Conduct the survey:- Once the survey is developed, it must be distributed with a timestamp — i.e. participants must know by when they need to complete the survey; both because some of them will not pay attention without a deadline, and because it is not feasible to have data streaming in once the analysis starts
Analyze the data to answer your research question:- There are multiple methods and techniques of analyzing data. Choosing the right one is essential to ensure that insights are reliable. Surveys that use digital delivery can also take advantage of automation to make things more efficient.
Reporting:- Last but not least, the analysis needs to be articulated in stakeholder-specific reports — i.e. executives have different information requirements than technical teams, and so on. One of the biggest limitations of online market research tools is that they have one-size-fits-all reports, which is simply not how information is accessed or used in business environments
