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5 min

B2B survey respondents vs B2C vetted survey respondents

We look into the difference between B2B survey respondents and B2C vetted survey respondents

Jun 27, 2022
B2B market research
B2C market research

Difference between B2B survey respondents and B2C vetted survey respondents

Do you know what the key is to get good quality data for your market research? The answer is simple: vetted respondents. Now, who is a vetted respondent you might ask? Simply put, a respondent is someone who replies to something such as a survey and is also verified by the person or firm who asks him to respond. Vetting is essentially a process of performing a background check on someone before giving them the job of a respondent.

Additionally, there can be two types of vetted survey respondents: B2B and B2C. B2B survey respondents can be professionals, decision makers, employers or any players in the industry with in-depth knowledge. On the other hand, B2C vetted survey respondents are purchasers, consumers or individuals who directly are involved in the buying process of any product or service. If you want to see how B2B CDD surveys are different from B2C surveys for private equity firms, check out our article here.

1. Pool of respondents

The most evident difference is the number of respondents. Businesses are generally harder to approach for a B2B survey than customers are. Customers are usually more easier to find than businesses are because the former are always looking for ways to make extra money. On top of that, businesses typically don’t have a lot of time and are immersed in running their day to day core activities. Customers on the other hand are incentivised to fill B2C surveys because it is another way for them to make money just by sitting at home. Priority Metrics Group suggests that for every B2B survey respondent, there are 28 B2C survey respondents.

2. Amount of incentives given

B2B survey respondents are typically more qualified to answer surveys than vetted B2C survey respondents. Additionally, businesses are harder to reach with limited time in the day to answer surveys. Usually, B2B survey respondents are given anywhere from $60 to $300 per survey. Whereas a B2C survey mostly costs anywhere from $10 to $60 for a survey solution provider.

3. High quality data

The quality of data is a little debatable since we are comparing B2B survey respondents vs vetted B2C respondents. Usually, a B2B survey provides the most accurate results if you want accurate information from on the ground individuals. Using B2B surveys, you can get more in depth info that’s more technical and also precise data about a specific subject. Professionals or investment managers replying to surveys are actually decision makers in the field. With vetted B2C survey respondents, there’s still a chance that someone slips through the verification process. Additionally, there’s no guarantee that vetted B2C survey respondents will have the kind of knowledge that B2B survey respondents do. Adding to the problem of potentially getting low quality data, there is the matter of bias to consider. Consumers can sometimes give prejudiced opinions about a product or service due to bad past experiences or preconceived notions. B2B survey respondents, on the other hand, are relatively free from bias and therefore provide objective data.

4. Method of administering the survey

Generally, B2C surveys are either entirely quantitative or entirely qualitative. However, these days B2B surveys require a mix of methods and approaches, either at different levels of the survey or mixed in the same survey channel. Additionally, the ease of finding B2B respondents vs B2C vetted respondents will also determine the methodology of the survey. 

5. How to approach B2B survey respondents vs B2C vetted survey respondents

The target audience for B2B surveys are high-level, scarce experts in their respective fields. These professionals usually strategise and make decisions over the phone. They are often spread sparsely throughout a region or country and offer their time at a cost. Furthermore, the target respondent audience for most B2B surveys are used to speaking at length until they share every bit of their knowledge. This is why phone interviews work best for B2B survey respondents. 

On the other hand, B2C vetted survey respondents are more plentiful and less expensive to interview. Additionally, they generally perform well in focus group situations, which is particularly helpful when a client is able to be a part of these conversations. For B2C surveys, phone interviews may be ineffective or overwhelming for the average respondent, but my work when the subject matters is too complex and demands it.

6. Purpose of the survey

B2B survey respondents are often called upon to make a strategic decision vs vetted B2C survey respondents. This is because people involved in B2B surveys are often C-level executives or decision makers and hence the purpose and call to action are both shaped by strategic narratives.  Vetted B2C survey respondents generally provide information about product and brand perception, satisfaction and loyalty and price sensitivity.

7. Time to reach respondents

Nowadays, with people glued to their smartphones all the time, it can be argued that there is no best time to send surveys to vetted B2C survey respondents. Of course, through past analysis you can figure out which time of the day works best and send the survey accordingly. But customers will usually respond to surveys regardless of night or day. B2B respondents on the other hand are most likely to respond to surveys during office hours.

Conducting B2B surveys significantly takes a larger amount of time than conducting B2C surveys. This is because clients need detailed information to make sure that they cover all their bases. This is compounded by the fact that they are harder and take longer to respond to surveys.

At GrapeData, we use proprietary technology that we’ve built to vet B2C survey respondents. We use AI and geolocation to automatically match and verify our respondents on the platform with a project to ensure that they have the smoothest experience possible. If you would like to see how it works, check out this page on our website. We bring together the right people with the right data to create actionable insights to give the best results for your business. We have a dedicated team of professionals who are here to help you with your every business need. If you would like to know more about our business check out our website.

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