B2B audiences

SME's

Nearly all firms fall within the category of small and medium-sized enterprises (SME). Micro SMEs have fewer than 10 employees and a yearly revenue of less than €2 million; small SMEs have less than 50 employees and a yearly turnover of less than €10 million; and medium-sized SMEs have less than 250 workers and a yearly turnover of less than €50 million, according to the UK's definition of a small or medium-sized enterprise (SME).

Audiences - Small & medium businesses

A wide variety of industries, including but not limited to: retail, hair and beauty, cafés, restaurants, catering, manufacturing, healthcare, real estate, construction, arts and pleasure, training and instruction, and hospitality and travel.
Advertising, goods and services, customer feedback, distribution methods, price strategy, market knowledge, and competition analysis are some of the more common areas covered.

Euro barometer of small & medium businesses

A CATI study was undertaken, encompassing a total of 6,900 interviews, of which 300 were with SMEs operating in 23 European markets. Analyse sample sources from the D&B database according to employee size, revenue, and sector (SIC). In each market, representative targets relative to the national SME profile. Complete programming and hosting services are provided by Audience Match, including weekly data delivery and localised and open-ended translations of the questionnaire.

6,900 telephone interviewsconducted in 23 European markets - Audience Match sources for a representative sample
15 languagesrendered by the translation services staff at Audience Match

Fast food outlets tracking study

An intriguing brand equity exercise that delves into the realms of brand loyalty, brand awareness, brand associations, and perceived quality, all of which contribute immense value to a company in various ways. Once a brand recognises the importance of brand equity, it can follow this roadmap to create and oversee that potential value. Conducted on behalf of a polymer business across various industrial sectors in 25 markets. Interviews were conducted with a wide range of stakeholders, including OEMs, manufacturers, fabricators, builders, installers, distributors, planners, architects, municipalities, and decision makers involved in purchasing, technical specifications, and procurement.

We constantly undertake market research with construction and industry specialists on several specific topics:

Retail:

Small-scale independent grocery outlets
Local boutique establishments specializing in clothing
Specialized gift emporiums
Hardware retailers catering to specific needs

Services:

Local law practices
Accountancy firms
Consulting firms
Marketing and advertising agencies
Beauty salons and wellness centers

Food and Beverage:

Independent cafés and coffeehouses
Neighborhood eateries
Catering establishments

Technology and IT:

IT support and managed service providers
Software development companies
Digital marketing firms
Emerging e-commerce ventures

Manufacturing and Production:

Small-scale food processing businesses
Artisanal craftsmanship studios (e.g., woodworking, metalworking)
Garment and textile production enterprises

Healthcare:

Private dental practices
Physiotherapy clinics
Local pharmacies

Agriculture:

Family-operated agricultural enterprises
Micro vineyards or wine producers
Specialty agribusiness ventures (e.g., organic herb farms, apiaries)

Construction and Real Estate:

Community construction companies
Local realty agencies
Residential and commercial property managers

Transportation:

Neighborhood courier and delivery services
Boutique charter airline operators
Locally-owned taxi or ride-hailing companies

Arts and Entertainment:

Privately-owned art galleries
Event management firms
Recording facilities
Community theaters

Education and Training:

Private tutoring or coaching academies
Community vocational training centers
Self-employed e-learning content developers

Tourism and Hospitality:

Boutique bed and breakfast accommodations
Community-based tour operators
Small-scale adventure sports outfitters

User:

When contemplating market research for SMEs (small to medium-sized enterprises), comprehension of the competition, the market, customer behavior, and prospective development opportunities are frequently the objectives.

Topics to Cover:

Comprehension of market dynamics
Assessment of market size and growth rate
Segmentation of the market and identification of target audience
Analysis of market trends and forecasting future developments

Customer Insights:

Study of customer demographics and psychographics
Analysis of buying behavior and decision-making processes
Identification of customer needs, preferences, and pain points
Evaluation of customer satisfaction and loyalty

Competitive Analysis:

Identification of key competitors and their respective market shares
Evaluation of competitors' strengths, weaknesses, opportunities, and threats (SWOT analysis)
Assessment of competitors' unique selling propositions (USPs) and competitive advantages

Product and Service Feedback:

Measurement of product/service usage and satisfaction levels among customers
Gathering feedback on pricing strategies and perceived value
Soliciting suggestions for product/service improvements or new ideas through customer feedback loops

Branding and Positioning:

Brand awareness and perception
Positioning in the market relative to competitors

Distribution Channels:

Assessment of the effectiveness and reach of existing distribution channels
Exploration of potential opportunities for new distribution methods or strategic partnerships

Pricing Strategy:

Conducting price sensitivity analysis to understand customer reactions to pricing changes
Identifying optimal pricing points and developing strategies to maximize profitability

Promotion and Advertising:

Evaluation of the effectiveness of current marketing campaigns in reaching target audiences
Soliciting feedback on promotional materials and advertising mediums to refine future strategies

Barriers to Entry:

Identification and analysis of challenges encountered when entering or expanding within the market
Assessment of regulatory, economic, and competitive barriers impacting market entry or expansion efforts

Types of Market Research:

Qualitative Research

In-depth Interviews: Conducting one-on-one interviews with stakeholders, customers, or industry experts to gather detailed insights.
Focus Groups: Facilitating group discussions led by a moderator to delve into specific topics and gain diverse perspectives.
Ethnographic Studies: Observing and immersing in customers' natural environments to understand their behavior, preferences, and needs.

Quantitative Research

Surveys and Questionnaires: Administering structured surveys to a larger audience, whether online, via phone, or in-person, to collect quantitative data on opinions, attitudes, and behaviors.
Observational Research: Systematically observing and recording specific behaviors or actions in a given setting to quantify and analyze patterns.

Secondary Research

Industry Reports: Reviewing existing reports and publications to gather insights on market size, trends, and competitive landscape provided by industry experts.
Competitor Analysis: Analyzing publicly available data and information to assess competitors' strategies, products, market positioning, and performance.
Online Analytics: Utilizing tools such as Google Analytics or social media analytics to track and analyze online user behavior, engagement, and interactions.

Experimental Research

A/B Testing: Implementing two versions to compare performance and determine the most effective option, commonly utilized for marketing campaigns, website designs, or product features.
Product Trials: Distributing samples or prototypes to gather feedback and evaluate consumer responses to new products or features before full-scale launch.

Analytical Tools:

SWOT Analysis: Conducting an evaluation of internal strengths and weaknesses, as well as external opportunities and threats, to inform strategic decision-making and planning.
PESTEL Analysis: Examining external factors including Political, Economic, Social, Technological, Environmental, and Legal aspects to understand their impact on the business environment and identify potential opportunities and challenges.
Performing market research can demand a significant investment of resources from SMBs, which are generally constrained by limited financial resources. However, by selecting the appropriate methods and subjects, one can gain insightful knowledge that can inform strategy and decision-making. A combination of qualitative and quantitative research methods frequently yields an all-encompassing comprehension of the market and the obstacles that need to be addressed.