B2B qualitative research is vital for understanding the intricate dynamics of business behaviors and decision-making. While quantitative research focuses on key metrics and numbers, qualitative research dives deeper into the motivations, emotions, and perceptions that drive B2B buyers. These nuanced insights are a powerful way for companies to enhance their business and marketing strategies.

In this article, we will explain how B2B qualitative research is conducted, including the benefits, sampling strategies, data collection methods, and ethical considerations.

*Image: B2B qualitative research includes focus groups*

Understanding B2B qualitative research

Qualitative research uses virtual and in-person interviews, focus groups, and observations to understand opinions and experiences. It is often used alongside quantitative research. Either before a quantitative study to help generate ideas and hypotheses that are then validated or challenged, or after it is completed to expand on learnings with additional detail and context. Qualitative research studies can also be a standalone project where depth of insights and understanding is the primary goal.

The benefits of B2B qualitative research

The main benefit of using qualitative research is that it helps a B2B market research agency to understand the motivations and emotional and rational drivers behind business decisions.

B2B buyers consider tangible factors such as pricing, contract terms, and return policies when making purchase decisions. However, these decisions are not made on data and numbers alone. Whether it’s a farmer buying new tractor tires or a contractor picking insulation, business decisions today are still made by humans. And humans are influenced by a range of complex factors and emotions.

Qualitative research helps B2B companies to understand the market landscape, and how needs and expectations, brand perceptions and emotions affect business decisions.

Sampling strategies in qualitative research

High-quality B2B insights come from high-quality respondents. There are many methods to recruit respondents who have sufficient involvement in decision-making processes. B2B market research companies have a clear focus on selecting participants based on specific criteria related to the subject matter of the research.

It is important to talk to people who can speak about business decisions in detail. To do this, participant screening needs to go beyond simply asking for their job title and industry. The B2B market research company should ask screening questions about specific roles and responsibilities, experience, and technical expertise. It also helps if the respondent is articulate. This will make sure that the respondent is a part of the business’s target audience and is able to effectively answer the qualitative research questions.

Sample size for qualitative research

Determining the sample size for qualitative research often depends on the research objectives, the complexity of the topic, and the qualitative data collection method used.

For interviews and observations, the B2B market research firm typically uses a sample size ranging from 5 to 30 participants. For focus groups, the firm typically has 6-8 participants attend each session. These sample sizes are sufficient, as depth of insight from highly qualified individuals is the ultimate success factor for qualitative research. They also help to manage saturation, which is the point at which the information and themes arising from the data have been exhausted.

Alongside these considerations, it's essential to make sure that the sample includes a diverse range of perspectives. B2B market research companies should also consider the time and budget available, as well as the specific characteristics of the target audience. That helps them to find an appropriate sample size that balances depth and breadth of insights.

How to collect data in qualitative research

There are a number of different data collection methods in qualitative research. The one you use depends on the research topics for qualitative research:

One-on-one methods, like in-person or phone interviews, work well for B2B qualitative research that is sensitive or private. That could include customer journey mapping, or exploring the inner workings of business practices.
Groups of two or three are effective for understanding the perspectives of multiple audiences on a topic. For example, how different departments within a company interact during the B2B customer journey.
Focus groups are good for getting feedback from a range of people in the target audience. They help with product research and development or concept development and testing.

No matter which way you collect data for your B2B qualitative research, it is important for the interviewer or focus group moderator to connect with and ultimately gain trust from the participants. That will help participants to feel comfortable about opening up and sharing their perspective on different topics.

Depending on the audience and the research topic, participants can be skeptical of participating in B2B market research because they don’t want to reveal any “trade secrets” about their business. That is especially the case when participants know there are other individuals in the room who have similar roles in the same industry. Focus group moderators have the unique and important job of assuaging these concerns while making participants feel at ease and willing to share.

Conducting B2B qualitative research interviews

When conducting a B2B qualitative research interview, the following guidance will help to glean deeper insights:

Preparation: It's important that the interviewer prepares extensively for a B2B research interview. Not just in terms of knowing the questions to ask and different topics to cover, but also the industry terminology.
Understand the industry terminology: B2B market research companies are looking to understand people's knowledge, their opinions, their honest thoughts, and processes, and that might get really technical. It helps establish credibility early on to use industry phrases, for instance. Or to understand what an interviewee is referring to when they use common industry abbreviations.
Listen to the interviewee: It's really important to listen. For instance, referring to something that the respondent brought up earlier in the conversation helps make it feel more like a discussion than an interview. If you show genuine curiosity, it really encourages people to open up and give deeper insights into the topic.

B2B Qualitative Research: 3 things you see in a great B2B interview

Examples of qualitative research questions

Qualitative research interview questions are best framed around the individual buyer’s experience instead of the company’s policy and procedures. For instance, instead of asking “When your company purchases fasteners for a project…”, ask, “When you purchase fasteners for a project…”. This avoids bureaucratic, surface-level answers from the participant.

Research questions for qualitative research should be open-ended, allowing respondents to provide detailed responses. Examples include:

What factors influence your decision-making process when choosing a supplier?
How does your team collaborate on large projects?
Can you describe your experience with our product or service?

These examples of qualitative research questions aim to uncover the underlying motivations and experiences of participants, providing valuable insights for B2B businesses.

The importance of triangulation in qualitative research

B2B qualitative research should go beyond organizational structure to uncover deeper, humanistic insights into the likes of purchasing pain points, brand perceptions, and areas for improvements.

Triangulation is a research technique used to increase the credibility and validity of research findings by cross-verifying data from multiple sources or methods. Triangulation in qualitative research can involve using different data collection tools or comparing findings from various qualitative methods. This process enhances the robustness of the research, ensuring that the results are not biased or skewed.

Combining insights from several individuals and viewpoints provides representation of the broader business perspective, without discounting the impact of the individual.

Ethical issues in qualitative research

Ethical considerations are paramount in qualitative research. Market researchers need to explain the purpose of the study, how it will be conducted, and what participants' involvement entails. This makes sure that participants understand what they are agreeing to and fosters a sense of comfort.

This is particularly important in B2B qualitative research, since it often involves sharing sensitive business information, such as details of new products or how purchasing decisions are made within an organization.

By addressing ethical considerations thoughtfully, a B2B market research agency not only protects the rights and well-being of participants but also builds trust and upholds the integrity of the entire qualitative research process. Such trust is foundational as it enhances the quality and reliability of the research findings.

Conclusion: The benefits of qualitative research

When done right, B2B qualitative research can tell a story that numbers alone can’t. By engaging directly with customers through interviews, focus groups, and observations, companies can uncover valuable insights into needs and unmet needs, brand perceptions, relationship dynamics, and pain points, and much more.

This rich qualitative data enables B2B organizations to tailor their strategies, improve customer experience, and build their brand strength. Ultimately, this leads to more purposeful and customer-centric B2B business strategies.

A guide to B2B qualitative research