Modelling Business Audiences

We are particularly sensitive to the challenges of B2B sampling, especially given the diversity in the business population from the many small microbusinesses through to the relatively small number of large corporations.

As well as advising clients on the challenges of sampling and weighting of research among this audience, we regularly under modelling with B2B data.

  • “The Power of Small” – A segmentation of micro-businesses undertaken directly for the Royal Society for the Arts (RSA). We were commissioned directly by the RSA to advise one of our other clients, a leading opinion pollster, on the design and analysis of a project to develop a typology of microbusinesses in the UK.

  • Segmentation undertaken for an NGO among business establishments with up to 250 employees to established six typologies. These were based on the type of training being undertaken, whether the businesses were actively recruiting for particular roles and future training and recruitment plans.

  • Analysis of a survey among businesses to determine the firmographic drivers of different attitudes towards maternity leave.

  • Key Drivers Analysis and Brand Mapping among business users of archiving and storage services to determine what drives satisfaction in the market and to build a perceptual map of the various suppliers and the service features.

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