Most B2B research is designed to feel safe. It prioritizes representativeness. It seeks consensus. It works hard to make sure every segment is covered, every voice counted, every finding defensible in a room full of skeptics. Those goals make sense if the primary risk you’re managing is organizational discomfort. They make far less sense if you’re trying to decide what to build, what to cut, or where to place a meaningful bet. Representativeness is a statistical virtue, not a

Why B2B Innovation Needs to Take Customer Emotions Seriously   For years, B2B marketing and product development have been guided by a...

Recently, we were challenged by a business-to-business client to articulate what it means to be a specialist in B2B market research. How...