Conducting research in B2B markets can unlock invaluable insights, but scoping and pricing research comes with distinct challenges. From targeting niche audiences to managing complex methodologies, it’s easy to underestimate the resources and time required.
Without careful planning, research efforts can quickly spiral into costly, misaligned initiatives that don’t deliver the desired outcomes. Let’s explore the most common pitfalls in scoping and pricing B2B research — and how to steer clear of them.
Scoping Pitfalls in Research
Vague Objectives
- Not clearly defining research goals can lead to misalignment between stakeholders and unclear deliverables.
Overestimating Sample Size Feasibility
- B2B audiences are often niche, making it difficult to achieve the number of survey responses without significant cost or time.
Underestimating Targeting Complexity
- Reaching decision-makers or specialized professionals often requires extra effort, such as using premium panels or direct outreach.
Ignoring Respondent Fatigue
- Long surveys or complex methodologies can lead to drop-off rates or low-quality responses.
Assuming One-Size-Fits-All Methodologies
- To get a complete picture, B2B research may require mixed methods (quantitative and qualitative) or multiple touchpoints.
Not Factoring in Longitudinal Studies
- Tracking studies or multi-phase research should include pricing for follow-ups and continued engagement.
Not Accounting for Industry-Specific Jargon
- Poorly designed questions that don’t match the industry’s language can confuse respondents and skew results.
Failing to Align with Business Decision-Making Needs
- Research should directly tie into actionable insights for stakeholders rather than just collecting data for its own sake.
Pricing Pitfalls
Underestimating Recruitment Costs
- Reaching senior decision-makers often requires monetary incentives, partnerships, or premium access.
Not Factoring in Incentive Costs
- B2B respondents expect higher incentives due to their time constraints and expertise.
Ignoring Complexity in Data Collection
- Methods like in-depth interviews, focus groups, or diary studies can drive up costs beyond simple survey research.
Failing to Consider International Reach
- Global research introduces translation, localization, cultural differences, and additional data collection expenses that impact pricing.
Scope Creep Without Budget Adjustments
- Expanding research scope (more questions, broader audience, added analysis) without increasing the budget leads to overruns.
Assuming Fast Turnarounds Are Always Feasible
- B2B research often takes longer due to recruitment challenges and respondent availability.
Overlooking Analysis & Reporting Costs
- Data interpretation, visualizations, and executive summaries require additional time and expertise.
