![Page 1: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/1.jpg)
B2B Market Research: Best Practices For Efficient Product DevelopmentPresented by: Richard Treitel, President, Treitel Consulting
May 28, 2020
WEBINAR
![Page 2: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/2.jpg)
Who Are We
• ISBM was founded in 1982 as a collective of leading academics from premier institutions around the globe partnering with B2B companies for the purpose of directing, advancing and disseminating the Science of B2B Marketing.• We continue today with nearly 40 Member Firms learning from and
sharing needs with 29 Academic Fellows and 18 B2B Instructors and Partners.
3
![Page 3: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/3.jpg)
Your Presenters and Host
4
Richard TreitelPresident, Treitel Consulting
Lynn YanyoExecutive Director, ISBM
![Page 4: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/4.jpg)
Richard TreitelMay 28, 2020
![Page 5: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/5.jpg)
�Market Research Definition�Market Research And Its Role In New
Product Development�Market Research, And Why New Products
Fail, Or Succeed�Errors In B2B Market Research, And How
To Avoid Them
© 2018 Treitel Consulting 2
![Page 6: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/6.jpg)
� Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
� Source: American Marketing Association
© 2018 Treitel Consulting 3
![Page 7: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/7.jpg)
�Because market research “links the customer to the marketer”, and is “used to identify and define marketing opportunities and problems” it is crucial for new product development
© 2018 Treitel Consulting 4
![Page 8: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/8.jpg)
�Market�Technology�Operations�Finances
© 2018 Treitel Consulting 5
![Page 9: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/9.jpg)
�SURF �EURN �TURF �The Classic Restaurant Combo!
© 2018 Treitel Consulting 6
![Page 10: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/10.jpg)
�Not Surveying the real decision makers �Forgetting that customers
(Unintentionally) lie�Not realizing that importance is Rarely
important�Using Focus groups
© 2018 Treitel Consulting 7
![Page 11: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/11.jpg)
�Not applying Enough interpretation and creativity to the research results
�Poor Use of hunches�Not keeping marketing beta testing
separate from Real beta testing�Not getting internal buy-in
© 2018 Treitel Consulting 8
![Page 12: WEBINAR · Marketing research is the function that linksthe consumer, customer, and public to the marketer through information-- information used to identify and define marketing](https://reader034.vdocument.in/reader034/viewer/2022051917/6009c6d030b179011e6f1a69/html5/thumbnails/12.jpg)
�Type 1 errors�Not Using enough market research�Rejecting failure�Failing to run a reality check
© 2018 Treitel Consulting 9