B2B利益相关者市场研究

企业对企业市场经常忽视B2B利益相关者之间的意见和看法的重要性。

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.  In today’s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.

• B2B 贸易和新闻网站
• 旅行和会议
• B2B 博客和论坛
• B2B社交网络
• 病毒媒体
• 一致性
• 文化
• 影响者、关键意见领袖和参考领袖

Referential leaders are stakeholders with significant relevance on an individual’s evaluations, aspirations, or behavior.

在 B2B 市场中，这可能包括关键意见领袖、工作主管、行业作家等。他们具有强大的说服力和“影响力”，包括

• 信息力量： A person who has access to elusive information can influence
• 专家力量： An expert’s recommendation can influence
• 獎勵力： A person’s ability to reward (such as a promotion or social approval) can influence
• 威望权利： A mere recommendation can influence

参考领导者的影响力程度随这些领导者对利益相关者的影响而变化，这些利益相关者会影响人们对品牌的看法。在确定影响者的影响力时，SIS International 通常会探索以下内容：

• 市场覆盖 – 个人能够联系的人数。
• 影响质量 – 对个人观点和意见的尊重。
• 撞击频率 – 个人影响购买决策的机会数量。
• 接近决策 – 个人与决策者的距离有多远。
• 来源可信度 ——心中还剩下多少疑虑。

文化差异

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.  Building 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:

• 受人尊敬的来源的影响
• 个人经验
• 直觉
• 经验证据

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 “referential leader” such as a respected person.  Applying this insight to a market research study, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.  For example, in Mexico, a market research firm can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.  Research firms can incorporate into their data gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.

最终，能够塑造观念的关键意见领袖应该具备以下品质：

• 涉及
• 连接的
• 有影响
• 受到他人信任
• 潮流引领者

通过理解和利用这些概念，营销人员可以更好地与他们的 B2B 利益相关者互动。