{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"wykorzystanie-percepcji-na-rynkach-b2b","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pl\/wykorzystanie-percepcji-na-rynkach-b2b\/","title":{"rendered":"Badania rynku interesariuszy B2B"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"SIS Mi\u0119dzynarodowe badania rynku i strategia\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Na rynkach B2B cz\u0119sto nie docenia si\u0119 znaczenia opinii i percepcji w\u015br\u00f3d interesariuszy B2B.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>B2B Handel i Witryny Wiadomo\u015bci<\/strong><\/li>\n<li><strong>Podr\u00f3\u017ce i konferencje<\/strong><\/li>\n<li><strong>Blogi i tablice B2B<\/strong><\/li>\n<li><strong>B2B Sieci spo\u0142eczno\u015bciowe<\/strong><\/li>\n<li><strong>Media wirusowe<\/strong><\/li>\n<li><strong>Konformizm<\/strong><\/li>\n<li><strong>Kultura<\/strong><\/li>\n<li><strong>Influencerzy, liderzy opinii i liderzy referencyjni<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>Na rynkach B2B mo\u017ce to obejmowa\u0107 kluczowych lider\u00f3w opinii, prze\u0142o\u017conych w pracy, autor\u00f3w bran\u017cowych i innych. Maj\u0105 oni pot\u0119\u017cne formy perswazji i \u201ew\u0142adzy\u201d, w tym<\/p>\n<ul>\n<li><strong>Si\u0142a informacji:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Moc eksperta:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Nagroda Mocy:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Moc odniesienia:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>Stopie\u0144 wp\u0142ywu lider\u00f3w referencyjnych zmienia si\u0119 wraz z wp\u0142ywem tych lider\u00f3w na interesariuszy, kt\u00f3rzy wp\u0142ywaj\u0105 na postrzeganie marki. Okre\u015blaj\u0105c wp\u0142yw os\u00f3b wp\u0142ywaj\u0105cych, SIS International zazwyczaj bada nast\u0119puj\u0105ce kwestie:<\/p>\n<ul>\n<li><strong>Zasi\u0119g rynkowy<\/strong> \u2013 liczba os\u00f3b, z kt\u00f3rymi dana osoba jest w stanie nawi\u0105za\u0107 kontakt.<\/li>\n<li><strong>Jako\u015b\u0107 wp\u0142ywu<\/strong> \u2013 szacunek, jakim darzone s\u0105 pogl\u0105dy i opinie danej osoby.<\/li>\n<li><strong>Cz\u0119stotliwo\u015b\u0107 uderze\u0144<\/strong> \u2013 liczba mo\u017cliwo\u015bci, jakie dana osoba ma, aby wp\u0142yn\u0105\u0107 na decyzj\u0119 zakupow\u0105.<\/li>\n<li><strong>Blisko\u015b\u0107 decyzji<\/strong> \u2013 jak blisko dana osoba znajduje si\u0119 od decydenta.<\/li>\n<li><strong>Wiarygodno\u015b\u0107 \u017ar\u00f3d\u0142a<\/strong> \u2013 ile w\u0105tpliwo\u015bci pozostaje w umy\u015ble.<\/li>\n<\/ul>\n<h2>R\u00f3\u017cnice kulturowe<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Wp\u0142yw z szanowanego \u017ar\u00f3d\u0142a<\/li>\n<li>Do\u015bwiadczenie osobiste<\/li>\n<li>Intuicja<\/li>\n<li>Dowody empiryczne<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/pl\/studia-przypadkow\/\" title=\"Studia przypadk\u00f3w\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/pl\/ekspertyza\/branze\/healthcare-market-research-solutions\/\" title=\"Firma badawcza rynku opieki zdrowotnej\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<a href=\"https:\/\/www.sisinternational.com\/pl\/zasieg\/europa\/market-research-liverpool-uk\/\" title=\"Badania rynku w Liverpoolu | Grupy fokusowe w Wielkiej Brytanii i zbieranie danych\"  data-wpil-monitor-id=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>Ostatecznie od kluczowych lider\u00f3w opinii, kt\u00f3rzy mog\u0105 kszta\u0142towa\u0107 postrzeganie, oczekuje si\u0119, \u017ce b\u0119d\u0105 mieli nast\u0119puj\u0105ce cechy wsp\u00f3lne:<\/h2>\n<ul>\n<li>Zaanga\u017cowany<\/li>\n<li>Po\u0142\u0105czony<\/li>\n<li>Wp\u0142ywowy<\/li>\n<li>Zaufali nam inni<\/li>\n<li>Trendsetterzy<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/pl\/zawilosci-marketingu-b2b\/\" title=\"Czym jest marketing B2B?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"Badania rynku interesariuszy B2B\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/pl\/wykorzystanie-percepcji-na-rynkach-b2b\/\" aria-label=\"Dowiedz si\u0119 wi\u0119cej o B2B Stakeholder Market Research\">Czytaj dalej<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/comments?post=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}