What we have learned from 1,500+ projects

Every market is different - and yet certain patterns repeat themselves. Across many projects it has been shown that it is not the largest amount of data that makes the biggest difference, but rather the quality of the question, the correct definition and the combination of market and company perspectives. The following ten observations summarize typical learnings from B2B research.

Best practices

1. The real question often lies behind the briefing
   Market size, competition or customer needs are often only the visible level. Only the planned decision shows what information is really needed.
2. Market definition beats data volume
   A clearly defined niche with reliable data is strategically more valuable than a huge but unclearly defined overall market.
3. Internal market knowledge is valuable - but not neutral
   Sales and product management know customers well. At the same time, they see the market from their role. External validation complements this perspective.
4. Customers don't always say what their behavior later shows
   That's why interviews should ask about concrete experiences, decision-making processes and recent purchases, not just abstract preferences.
5. Competitors are more than well-known brand names
   Substitutes, proprietary solutions and new business models can be more relevant than the classic direct competitor.
6. Big markets are not automatically good markets
   Accessibility, margins, purchase cycles, switching barriers and your own product fit decide whether potential can realistically be achieved.
7. Good projects make uncertainty visible
   Ranges, scenarios and clear assumptions are more professional than precision that the data does not provide.
8. A good interview can turn a hypothesis
   Individual voices do not replace analysis. But a convincingly reasoned objection can show which assumption urgently needs to be examined more broadly.
9. Recommendations must fit the organization
   An attractive market opportunity is of little help if sales, service or products are currently unable to serve it.
10. The value comes after the presentation
    A study is only successful if it changes decisions, priorities or concrete next steps.