Room 3 | 11:00 am - 11:30 am | Thursday, February 23, 2023
OvationMR conducts primary research with B2B audiences, including OEMs and brands as well as purchasing decision-makers along the supply chain. Over the past few years, especially since the onset of the pandemic, we have observed a number of gaps experienced by buyers in terms of what they need to make better decisions and improve the buying experience. Despite having a tremendous amount of information at their disposal as well as an increased ability to make purchases without human contact, buyers are signaling that something is missing. In this presentation, we will highlight key areas for improvement in the B2B journey, including B2B buyer-seller interactions, site-visits, training, seller ethnographic studies, and more.
The material used for this presentation is culled from dozens of qualitative and quantitative studies conducted in the B2B space over the past several years. The presentation will include video of buyers collected during IDIs.
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