Our Approach to B2B Research
Transcript
Nik Werk: I started Werk Insight because I knew there was a better way to do B2B market research. We’re a full-service agency taking on end-to-end projects, meaning we work with you up front to design the study, execute it by collecting the data and help you action on the findings on the back end.
We’re capable of large, multi-pronged projects, qualitative and quantitative, and many of our clients are Fortune 500 brands for whom we have done everything from brand tracking to segmentation to testing or identifying new product opportunities.
Our engagements usually start with an internal component; that’s where we work with you and your team to turn the business objectives into research objectives. And this is where our B2B expertise and our research experience really comes into play.
Adam Jones: We then design a qualitative or quantitative research study to answer your research objectives. And we implement range of different data collection methods from focus groups and ethnographic interviews, virtual qualitative depth telephone interviews, and structured quantitative interviews. A poorly structured questionnaire or discussion guide is often where research projects can fall apart.
Asking the wrong questions of the wrong individuals is key challenge that we see in this industry. The other important factor is the validity of the data: getting real insights from real people is a cornerstone of any good research project and ultimately driving action within your organization.
For that reason, we believe the best way to collect quantitative data is through telephone and video interviews. That way we can validate the individual’s identity through their ID or when they respond from business email address.
This data collection method is something that really sets us apart and it’s something that we’re really passionate about, and we’ve used this across various different industries with various different audiences conducting over 25,000 interviews with B2B audiences and verified decision makers.
Nik Werk: Our ultimate aim is for our insights to drive meaningful change in your organization. If you have a research need, the first step would be to get in touch with us and talk through the scope. We’ll be honest and bring experience and expertise to tell you what’s the best way to execute a project and what is or is not feasible.
