Around 70% of our work is within the b2b sphere, with respondents ranging from medical KOLs, engineers, hedge fund managers, and farmers; to teachers, biochemists, forklift drivers and politicians.

The business research landscape has changed considerably over the last ten years. Questionnaires today tend to be more complex, requiring a more sophisticated understanding of particular sector characteristics.

Researchers are also much more careful about the type of respondent they wish to interview, focussing often on difficult-to-reach decision makers rather than aiming at generic job functions.