Business & Professional Services
Researching the opinions and behaviour of business decision-makers
The business-to-business team within Ipsos MORI Loyalty works with organisations whose customers are business executives rather than consumers. Business people don't make decisions in the same way as consumers; their buying processes are often more complex, the value of their purchases is higher and the demands they place on suppliers can be greater. We help our clients understand these processes and how they can retain and build their relationships with their customers.
One of our strengths is working for professional, consulting and corporate financial services business, such as accountants, management consultants, private equity houses, corporate insurers, investment banks and asset managers. In addition to helping them manage their client relationships, we work with them to evaluate and improve their corporate image and reputation, develop and test new products or service ideas and position themselves as thought leaders through the use of insightful research into market opinions. We also work with regulators in these arenas on policy development and evaluation.
We specialise in accessing and understanding the opinions and behaviours of business decision-makers. Through our Captains of Industry and other research programmes, we have deep understanding of the pressures driving modern businesses. We have extensive experience of dealing with senior and hard-to-reach business audiences throughout the world.
What we do
Business decisions are made by people. But they don't make them in the same way they would as consumers. Ipsos MORI Business specialises in understanding the choices business people make, and how they reach them. We have researched captains of Industry, senior executives, City analysts and investors, business journalists and many other business audiences, in the UK and around the world.
We help our clients understand the people who matter to them. We have worked with organisations to:
We cover all sectors of the b2b world, with a particular strength in corporate financial services, professional and consulting services, corporate governance and regulation, and investor relations, as well industrial and commercial research.
How we do it
We are passionate about business research. We believe it has important differences from research among consumers, so our b2b team is staffed by people who specialise in conducting research among business audiences.
We encourage our executives to become sector experts. We also have a keen understanding of what drives customer and client loyalty, satisfaction and dissatisfaction, a knowledge which is underpinned by the pioneering work undertaken by the Ipsos Loyalty division [www.ipsosloyalty.com] and illustrated by leading publications written by Ipsos Directors, such as Loyalty Myths.
Now, more than ever, we can offer a truly global research service via the international Ipsos network of agencies — currently 55 around the world.
Finally, we always put the needs of clients first. This means our project teams draw on skills and experience from across Ipsos MORI. For example, this could involve working with experts from our Qualitative Hothouse, or corporate branding specialists from our Reputation Centre.
We believe this approach is recognised and valued by our clients:
"3i has had a long and very happy relationship with Ipsos MORI. We have used their services for a variety of audience research across the world. No matter how tough the job or how tight the deadline they have always produced high quality work. But so can a lot of others. What sets them apart is their ability to challenge your thinking, benchmark you against other leaders, recognise who the customer is and get on with it."
Patrick Dunne, Director of Communications, 3i
"Ipsos MORI undertook a survey of our clients' views and opinions on behalf of Watson Wyatt's investment practice. We were very pleased with the way the study was handled and with the quality of the final output. From the start, we were impressed with their responsiveness, positive attitude and quick understanding of our business requirements. Although a small project, we had the full attention at all times of very senior individuals who conducted the interviews themselves. We even received unprompted feedback from a major client that the interview had been handled well and with good understanding. Our rather stretching timetable was met comfortably and overall project management was outstanding."
Jane Armstrong, Head of Marketing (Investment Practice), Watson Wyatt