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Market research, B2C style

  Kate McGheeResearching in a B2B environment has long had an image problem. How much more glamorous to discuss the new ad for the latest drinks brand than to listen to a group of engineers talking about the relative merits of different ball-bearing brands. In Solihull. But I don't believe that the fact we are talking serious B2B means we can't be creative in our approach.

People are still people even when they're working. Being able to tap into emotional responses is just as important in B2B. The challenge is to get away from the rational 'work mode' in which these projects normally take place. Here are four concepts which may be of use.

Ethnography has its roots in the anthropological observation of tribal cultures. How can it help us to understand what makes businesses tick? You'd be surprised.