Using qualitative research to assist a B2B client's commercialisation strategy

Company: MSS Research

Author: Neil McPhee


This paper examines the requirements for and issues occurring in designing and conducting research in a B2B (non-fast moving consumer goods) environment, and for non-researchers, on an international and qualitative research project. It examines the key learnings from the project, from the point of view of the changing requirements of research, moving away from data gathering and reportage, to offering analysis and recommendations for marketing, communications and product development to such a non-research audience. It concludes by offering comments on the future implications for research and research bodies in understanding client needs in the new millennium.

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