Support of B-to-B business development through successful market research approaches
The transformation of the B-to-B business in the context of progressive digitisation or new markets, applications, and target groups presents B-to-B providers with major challenges. As one of the leading market research institutes in Germany, INNOFACT has many years of experience with projects for B-to-B providers.
INNOFACT researches and analyses markets, and identifies the strengths, weaknesses, opportunities and risks of its clients and main competitors.
Clients from a wide variety of B-to-B sectors use the cooperation with INNOFACT to check how they are perceived, research their customers’ wishes, evaluate new markets or convince buyers of their offers and services.
Hans-Jochen Brückner is Unit Director of the B-to-B, energy and mobility division at INNOFACT. He has more than 20 years of experience in leading positions in operational market research for B-to-B companies such as Vaillant (Kunden: Vaillant (customers: specialized craftsmen, architects, housing construction and commercial enterprises) or Ruhrgas (customers: public utilities, supra-regional energy suppliers and industrial customers).
A profound understanding of the market and competitive conditions in (new) markets, industries or segments is crucial in order to be able to derive the opportunities for your own product and service offerings from this.
- Desk research
Databases, expert discussions, journalistic research, trade journals, company information, financial data, market studies
- Primary data and surveys
Personal or telephone interviews with competitors, customers and potential customers, national or international
- Industry services and associations
Telephone interviews with association representatives, other industry representatives and journalists
Use of business and study databases
- Expert surveys
Associations, industry representatives, journalists, surveys at trade fairs and congresses.
Numerous clients from B-to-B and capital goods sectors have been relying on the proven INNOFACT services for years. On the basis of the desired questions, INNOFACT creates a tailor-made study design and delivers prompt, reliable results and action-relevant findings. It is important to understand impulses of the market and relevant target groups and to integrate them into the innovation and marketing process of your company. Our approach includes the following service components, which can be used also individually precisely for your current questions:
INNOFACT’s market segment analysis is particularly suitable for supporting your company’s growth and diversification strategy. For example, new target industries can be analysed first in order to be able to make a decision about a potential market entry, and then this market entry can be implemented on the basis of the analysis. The INNOFACT approach includes the following standard modules for carrying out the market segment analysis, which can be booked individually:
- Module “Basic Analysis”:
Definition and delimitation of the focus industry you are addressing. Price: EUR 3.800 – EUR 5.300*
- Module “Market Analysis”:
Determination of the current market/demand volume. Price: EUR 5.000 – EUR 6.500*.
- Module “Competition Analysis”:
Identification of direct and indirect competitors/providers of your products with essential competence in the area of the focus industry. Price: EUR 4.500 – EUR 6.000 *
- Module “Target customer analysis”:
Identification of TOP target customers in the focus industry with demand for your products. Price: EUR 1.500 – EUR 2.500 *
- Module “Strategic Evaluation”:
Comprehensive determination of industry attractiveness (e.g. via the Five Forces Industry Structure Analysis according to Porter). Price: EUR 2.000 – EUR 2.500 *
The following methods are used to obtain the information:
- Market and database research of all kinds (usually online/web-based)
- Expert interviews with market participants
Usually, 4-8 individual interviews are conducted by telephone or in person. Not included in this phase of market segment analysis are, as a rule, own surveys of a quantitative nature, i.e. classic questionnaire-based interviews with larger samples.