B2B market research

A lot of terminology that may come under the heading of ‘B2B market research’ is used in the market – ‘competition analysis’, ‘pinpoint analysis’, ‘product-market combination test’, ‘concept test’ or ‘market development’ and ‘analysis’. Cantab broadly divides all this into two categories: what the potential is in a market, and how to position yourself in it.

Market potential
 

Before you introduce a new service or product to the market, you first want to know what the potential of that market is so you can decide whether to proceed with the launch or not. Cantab can test the market potential for you before you start making investments in the marketing of a new product or service.

Positioning in the market
 

Cantab will conduct a product-market combination test to evaluate how you should position yourself and with which resources and tools you should approach the market to be the most successful. You will get answers to questions like:

• What requirements does the market have?
• What is the best target group for me to focus on?
• Who are my competitors and what do they supply?
• How do I distinguish myself from these competitors?

B2B market research is useful for existing/new solutions or products that you need to know the growth potential of for certain markets and target groups. It can also be useful if you wish to know how the market will respond to a change in price model, or if you want to introduce your product in another country, etc. Based on the information gained, you can anticipate and thereby prevent problems.

The advantages of B2B market research: 
 

• A clear description of the market demand.
• The market segments with the highest potential.
• How best to position your product and/or service.
• Which marketing tools you need to use to realise the highest ROI.