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4 min

The basics of a TMT B2B survey

We outline here the basics of a TMR B2B survey and everything you need to know to run your first one

Nov 2, 2022
B2B market research


The TMT sector refers to technology, media, and telecommunications companies. These firms are known for their innovative products and services, which means that their consumers have very high expectations. In order to meet these expectations, it is important for you to run a TMT b2b survey. Let's get into what exactly a b2b survey in the context of TMT is. 

What is a TMT B2B survey

With a TMT b2b survey, you are asking your target audience to provide feedback on their experience with the products or services they have used. The difference between a TMT b2b and a B2C (business to consumer) is that the former takes place between businesses rather than individuals. In other words, you are asking for feedback from people in your industry. These industry players may be selling similar things to each other but not necessarily directly to you.

When conducting this type of research, it's important for you to understand the differences between the two types of surveys. This is so that you can properly represent yourself as an expert in your field by using inclusive language. In addition, you can also keep up with current trends within your industry.

TMT is an acronym for Technology, Media, and Telecommunications. This industry has grown rapidly in the last decade. It continues to expand as technology becomes more and more integrated into people's lives.

The TMT industry is driven by innovation. As new technologies are developed and improved upon, they have the potential to change how we communicate with each other, how we access information, and even how we shop. Morgan Stanely's TMT conference held this year in San Fransisco sheds light on how digitalisation is changing the way we live. From the Metaverse to all-in-one automation platforms, read the report here for a full breakdown of the trends. 

Market research is important in this industry because it helps companies understand their customers' needs and wants. This is done so that researchers can develop products that will satisfy them. Market research can take many forms: focus groups, surveys, interviews—even simple observations of how people interact with one another.

One example of market research in the TMT industry was conducted by a company called Flurry which wanted to understand what kinds of mobile devices were most popular among Gen Z. They found out that most Gen Z preferred Apple. Their research showed that females and the younger generation in particular preferred Apple. Read more about the research here

Thus, b2c and b2b surveys in the context of TMT are particularly important to gather sentiment about which products companies are using. However, in order to do this, it's important that a b2b survey is representative of your target audience. The best way to ensure that your survey is representative of the target audience is by asking questions that are open-ended rather than multiple-choice.  Otherwise, the questions can be biased as per your personal views. An open-ended question will allow respondents to provide their own answers. The open-ended design will give them more freedom in describing their experiences with a product or service.

How do TMT B2B surveys differ from B2C

If you're designing a TMT b2b survey, there are a few key differences to keep in mind. First, your survey will be more detailed than the average B2C survey. This is because you want to gather as much information about your target audience as possible. Additionally, you want to give them plenty of opportunities to share their preferences with you. Second, because TMT b2b surveys are so detailed and specific, they typically have higher response rates than other types of surveys. Thirdly, these types of surveys cost significantly more money than other types of surveys. This is because niche b2b audiences such as decision makers or high-level executives in TMT are hard to recruit for surveys. 

The last difference is that TMT b2b surveys take longer to design than other types of surveys. This is because you need to make sure that your survey is detailed enough to capture all the information you want without being too long or complicated for participants. For more information on the difference between a b2b and a b2c survey, check out our recent blog post here. 

The importance of understanding the TMT market

With the TMT b2b market being a major part of the world economy, it is important to get a full understanding of this market. Understanding how people are using a product can be beneficial for strategy. Additionally, knowing what they think about the market can help you make your own products better. With this knowledge, you can also learn more about yourself as an individual or business owner.

Being able to understand how consumers use your product will allow you to see ways that may be better than what the company has currently made available in terms of features or design. Knowing where these problems lie will allow them to be fixed before they cause any major issues for customers who purchase products from companies within this industry sector. 

In order to get a better understanding of the TMT b2b market, we need to look at some of the key players in this industry. Not only have tech startups evolved themselves, but that has also reinvented a wide range of industries including retail and transport. Think of Uber Eats or Deliveroo disrupting the ready-to-eat food industry, for instance. Or even the way that Amazon changed the e-commerce landscape back when it started. Over the past two decades, tech companies have ranked in the top five publicly traded companies by market capitalisation worldwide.  For a list of TMT companies by market cap, check out this article here.

Market research for the TMT B2B sector requires detailed knowledge of your target audience

The most important factor in any market research is understanding your target audience. This can be difficult to do, especially when you're conducting TMT b2b market research. In order to create an effective survey, you must take into account some aspects of running a survey. The TMT b2b sector comprises a vast array of different businesses that each have their own unique needs and preferences. It's important for you to know what these differences are in order to make sure that your survey results are accurate. You should also be aware of the competition within this industry so that you can best position yourself against competitors. That's why a TMT b2b survey is helpful in this context. 

One way to do this is by conducting a SWOT analysis. This will allow you to identify and understand the strengths, weaknesses, opportunities, and threats that affect your market. It’s also important to consider how these factors are likely to change over time.


The TMT b2b market is a complex and nuanced one, but that doesn’t mean it can’t be researched and understood. When you know what you’re doing, there are many ways to get your research questions answered successfully. If you'd like to learn more, drop us a line using our Contact Us form to see how we can help.