B2B决策：不要低估市场研究的价值（英）

B2B Decision-MakingDon’t Underestimate the Value of Market ResearchNot to be distributed without permission.The data included in this document is accurate according to Passport, Euromonitor International’s market research database, at time of publication: February 2023 CONNECT WITH US© 2023 Euromonitor InternationalB2B Decision-MakingDon’t Underestimate the Value of Market Research© Euromonitor International2 You wouldn’t expect a pilot about to embark on a transatlantic flight to fail to run through his pre-take off checks and review the weather forecast for the journey. So why would a business fail to engage in market research before setting out on a particular strategy, product launch or important decision? Pilots today face an increasingly complex array of factors they need to take account of — increased air traffic movements, gridlocked airports, more extreme weather events and new technologies, which are supposed to make their lives easier and less stressful. Similarly, the business environment faced by decision makers today is much faster paced, constantly changing and in a more connected world, more prone to shocks and challenges that were unanticipated even a few years ago.Now, more than ever, it is so important to understand the market that a business operates in and accurately appraise the risks faced by the business today. How many investments in innovation, products and expansion initiatives could have been improved — or even avoided in the worst cases — if executives had truly harnessed the insights and guidance of proper market research?© Euromonitor International 3The importance of market research lies in enabling a business to understand its market, its customers, products and competitors. Independent market research places a business in context with its environment, providing a full appreciation to executives of the external factors that might influence its decision-making capabilities and future performance.Whilst some Business-to-Business (“B2B”) enterprises do use market research, how many have successfully implemented comprehensive market research strategies in their decision-making processes to add real value to the organisation? Some B2B industries are highly concentrated, with data and insights held in the hands of few, high-value stakeholders. Other segments are more fragmented, resulting in a more complex and disparate information landscape. Understanding how market research can aggregate useful insights can be a challenge given these fundamental differences, but external providers can add a wealth of experience to address these situations and help companies harness their data effectively.As B2B companies face an increasing multitude of market disruptions, heightened competition and customer demands, and pressures for profitable, sustainable growth from investors, they must increasingly rely on market research to provide the insights they need to make smarter business decisions.So why is market research so imp