B2B research was never designed to drive demand. But does that mean it’s completely worthless? 

In this episode, Jeff and Victoria dive into how market research’s failings led to the creation of demand research, the six key differences between demand research and market research, and when market research is the right move. 

• The 117-page PDF that started it all (1:37)
• Why a lot of data isn’t impressive, but a red flag (3:48)
• Why no one wants to buy research (9:46)
• The normalization of guesswork in B2B marketing (11:15)
• What B2B research was originally design for (13:34)
• The two sides of scaling a services-based business (16:59)
• DR vs MR difference 1: The scope of the survey (18:07)
• Why most research reports reach like a giant ad (19:04)
• DR vs MR difference 2: Survey audience (19:56)
• How we help clients get clear on their ICP (21:54)
• Why customer research cannot solve positioning and messaging issues (22:27)
• DR vs MR difference 3: Analysis layer (25:17)
• The undiscussed beef between marketers and analysts (26:33)
• DR vs MR difference 4: Objective (27:46)
• How the scientific method is the basis of our work (28:56)
• DR vs MR difference 5: The speed (29:20)
• DR vs MR difference 6: The output (30:03)
• The second important purpose of market research (32:00)
• When market research is appropriate (32:37)
• The misuse of market research by startups (33:04)

Resources:

How to Achieve GTM Alignment

Webinar: Demand Research 101

Connect with the hosts:

Victoria Gamlen on LinkedIn

Jeff Sirkin on LinkedIn