Conor Wilcock – B2B versus B2C research
In this video Conor Wilcock, Research Director at B2B International, discusses the major differences between B2B and B2C research, outlining the how these differences impact response styles and how cultural biases have changed over time.
Conor Wilcock is a contributor to The Market Research and Insight Yearbook. His chapter, Understanding and Accounting for Cultural Bias in Global B2B Research, acknowledges that while cultural bias is almost impossible to completely eliminate in B2B research, researchers must account for it when working with data.
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