B2B research isn’t just consumer research with different labels – it’s an entirely different process. From identifying who to talk to, to figuring out how to reach them, planning B2B studies involves deeper strategy, careful targeting, and a working knowledge of how business decisions get made.

Unlike consumer research, where nearly anyone can qualify for a survey, business audiences are often more niche and harder to reach. You might be looking for procurement managers in logistics companies with over 500 employees – or IT directors in financial services. These aren’t the kind of people you can tap into easily using general consumer panels.

What makes B2B research more complex?

• Audience rarity – These decision-makers represent a small percentage of the population, making sample sizes harder to fill.
• Lower incidence – The odds of someone qualifying for your survey are much smaller in B2B, which affects feasibility.
• Job complexity – Titles vary widely across industries, and roles can overlap, requiring accurate role targeting.
• Time constraints – Business professionals are busy, which can lead to slower response rates or higher incentive needs.

That’s why B2B market research planning starts with one essential concept: feasibility. Before launching any study, researchers must assess whether the desired audience can realistically be reached given the length, incentives, targeting, and budget of the project. This process is known as survey feasibility, and without it, even a great survey design will fall flat.

Effective planning relies on alignment

In addition to feasibility, solid B2B research requires aligning multiple factors from the start:

- Clear business objectives: What decisions will this research inform? Sales? Messaging? Product development? - Defined buyer personas and job roles: Who are you truly trying to reach, and how will you identify them? - Sampling strategy: Will you use a specialty panel or your own CRM list? How will you validate participants?

Each of these pieces influences how reliable and actionable your data will be when it comes time to interpret the results. Accurate targeting produces relevant insights – and that starts during the planning phase.

Expert help makes a real difference

Because of the added complexity in B2B, many teams choose to work with experienced insights professionals, like those from SIVO’s On Demand Talent network. These experts provide research support exactly when (and where) you need it – whether that's defining job role targeting, assessing feasibility, or running the study itself.

On Demand Talent can help you avoid common pitfalls and ensure your research stays on strategy – especially helpful when teams are navigating lean budgets or experimenting with new tools. Simply put: having the right support can keep things on track from kickoff to results.

When planning B2B research, one of the biggest challenges is finding high-quality respondents who genuinely match your target audience. That’s where Dynata's specialty panels come in. These are curated, verified groups of business professionals who have opted in to participate in research studies – giving organizations access to hard-to-reach roles across all kinds of industries and functions.

A beginner guide to market research panels

Unlike general consumer panels, Dynata panels are built with business decision-makers in mind. Participants are screened and profiled based on job title, industry, seniority, company size, and other variables. This allows for a more precise approach to sampling business audiences, especially when high data quality is essential.

So instead of sending your survey into a sea of unqualified respondents, Dynata connects you with people who are already vetted and categorized – saving you both time and budget.

How do these panels work?

Dynata maintains one of the largest B2B sample sources globally, with specialty panels for industries like:

• Information technology
• Financial services
• Healthcare and pharmaceuticals
• Manufacturing and logistics
• And many others

When you plan your study, you specify the audience criteria you need – for example, “marketing directors at mid-sized B2B SaaS companies.” Dynata’s platform uses this information to pull a feasibility estimate, which tells you whether the panel has enough relevant participants to meet your sample size.

Feasibility rules for B2B surveys

To use Dynata specialty panels effectively, it’s important to understand a few core feasibility principles:

- Low incidence = more time + budget: The more niche your audience, the longer it may take to gather responses. - Over-targeting reduces response volume: Be careful not to add too many narrow filters (industry, tenure, job level, geography, etc.). - Be specific, but not exclusive: Strike a balance between clarity and flexibility in defining roles.

For example, instead of targeting only “Senior Directors of Sustainability at Fortune 500 Energy Companies,” you might broaden to include VPs or Managers in Environmental or Compliance roles at mid-to-large industrial businesses. The broader your criteria – while still staying relevant – the better your chances of workable feasibility.

Bringing it together with expert help

Knowing how to target job titles in B2B surveys takes practice, especially when job naming conventions vary across companies. This is exactly where SIVO’s On Demand Talent can step in. Our network of insights experts understands the nuances of business sampling and can help you frame targeting questions accurately, avoid unnecessary screening drop-off, and maximize panel performance.

Whether you’re using tools like Dynata panels on your own, or considering a more full-service solution, the key is experience. Proper planning and guidance ensure your panel recruits deliver data you can trust – and insights that fuel smart decisions.

Reaching the Right Professionals Starts with Defining Them Clearly

One of the biggest challenges in B2B research is ensuring your survey reaches the right audience — typically, decision-makers within their organizations. Dynata’s specialty panels make this easier by giving you access to verified business professionals across industries. But it’s still up to you to clearly define who you’re targeting and how you’ll reach them.

Why Job Role Accuracy Matters

In consumer research, targeting is relatively broad — for example, anyone who drinks coffee. In contrast, B2B research often requires much tighter criteria: roles like procurement managers at mid-sized manufacturing firms, or IT directors in financial services. It’s critical to define not just job titles, but responsibilities, seniority level, and company size or industry.

If you're too broad in your targeting, responses may not be relevant. Too narrow, and your sample size may be too small to yield insights. Striking this balance is key to survey success.

Tips for Effective Job Role Targeting

• Start with key research goals: Who can provide the most valuable insights for your topic?
• Use standardized job categories: Dynata panels use consistent classifications (by function, level, department), making it easier to align your target audience.
• Be clear on must-haves vs. nice-to-haves: Separate essential criteria from optional ones to increase feasibility without compromising data quality.

For example, a fictional cloud software company surveying buyer satisfaction should consider targeting IT directors, but also include roles like system administrators or procurement leads who may influence purchase decisions. This broader yet relevant scope improves data quality and survey feasibility.

Clarify Through Screener Questions

Even when job titles align, role responsibilities may vary. Include screener questions that confirm what a person actually does, not just their title. For instance, asking “Are you involved in selecting vendors for your company?” can help home in on true decision-makers, regardless of their title.

Using Dynata’s specialty panels, you benefit from expertly profiled panelists who have been pre-screened for core demographic, industry, and professional traits. Still, fine-tuning targeting within that group significantly improves your B2B research success.

Precise targeting isn't just about finding the right people — it's about ensuring your insights reflect the realities of your market. When set up correctly, B2B job role targeting can produce high-quality results that are immediately actionable in business strategy.

What Makes a B2B Survey “Feasible” in the Real World?

In B2B market research, feasibility refers to whether your survey can realistically reach a sufficient number of qualified respondents within the timeline and budget you’ve set. Unlike consumer surveys – which can often find thousands of potential respondents within hours – B2B sampling can involve lower incidence rates and more complex targeting, especially when trying to connect with high-level professionals.

Key Factors That Influence Feasibility

Before launching your research, it’s important to evaluate the following business sampling variables to ensure your plan is achievable:

• Incidence rate: This is the percentage of your target audience among the broader population. For example, finding IT executives in hospitality may have a much lower incidence than general operations managers in the same industry.
• Screening questions: Highly specific screens (like exact job responsibilities, software usage, or decision-making authority) help with data quality but may reduce the number of people who qualify.
• Length of survey: Busy professionals are less likely to complete long surveys. Keeping them under 15 minutes helps minimize drop-off.
• Incentive levels: Offering appropriate compensation is essential in B2B research, especially for senior leaders.

Understanding these feasibility rules for B2B surveys ensures you don’t unknowingly design a study that can’t be fielded efficiently.

How Specialty Panels Make Feasibility Stronger

Dynata panels are built for business sampling and pre-vetted for common fields like IT, finance, HR, and healthcare. This specialization improves feasibility upfront by focusing on audiences that already match common B2B study criteria.

You can also rely on feasibility testing before launching your project. Tools through panel providers or a partner like SIVO Insights allow you to test your targeting and estimated incidence before committing to full fieldwork.

Say you're launching a fictional study on ERP software use among CFOs at mid-size logistics firms. A feasibility estimate would likely identify how many people realistically qualify and how long it might take to complete the sample. This helps you set expectations and adjust criteria early on if needed.

Don’t Let Low Feasibility Surprise You

Feasibility planning is especially important when dealing with low-incidence audiences – niche roles or decisions that only a small group of professionals are qualified to speak on. In these cases, slight modifications to targeting or survey length can make a significant difference in project success.

Checking feasibility early in your market research planning process helps you avoid delays, budget overruns, and inconclusive results – and sets the stage for reliable, timely insights from the right decision-makers.

Expert Support to Guide Your Research Every Step of the Way

Even with great tools like Dynata’s specialty panels, planning and executing high-quality B2B research isn’t always straightforward – especially for teams juggling multiple priorities, new to market research, or working with limited resources. This is where On Demand Talent from SIVO makes all the difference.

Our On Demand Talent offering connects you with seasoned insights professionals who can step in and support your research goals, often in a matter of days, not months. Whether you’re leading a full research program or testing a new approach using your internal DIY tools, having expert guidance ensures your B2B studies stay on strategy and yield insights that drive decision-making.

What Sets On Demand Talent Apart?

Unlike freelancers or short-term consultants, our On Demand Talent professionals are fully vetted experts with B2B research experience across industries and business verticals. You get:

• Deep strategic knowledge: From job role targeting to survey design and feasibility planning, these experts know how to make your research actionable from day one.
• Flexible delivery: Use On Demand Talent short-term, long-term, or to fill skill gaps like advanced analytics, segmentation work, or dashboard development.
• Tool fluency: Many teams today rely on DIY platforms and new technologies. Our professionals help teams learn how to use these tools effectively and get the most value from their investments.

For example, a fictional financial startup might have a DIY survey builder but limited experience reaching enterprise buyers. By working with an On Demand Talent expert, they could quickly segment target audiences, validate feasibility, and analyze feedback more effectively – all without the overhead of hiring a full-time researcher.

Build Capabilities, Not Just Bandwidth

On Demand Talent doesn’t just plug a gap – it helps your internal team level up. These experts can mentor less experienced team members, optimize your internal research process, and ensure studies align with business objectives. That kind of value pays off well beyond a single project.

As market research teams adapt to faster timelines, tight budgets, and new technologies like AI, flexible talent models are becoming essential. With On Demand Talent, you get the confidence of expert leadership, on your schedule, tailored to your specific business sampling and insights needs.