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Dr. Pete on B2B Research   Dr. Pete  Dear Dr. Pete: How can we
do B2B research? We have a consumer panel, right? -H. B. Pencil
Dear H. B.: You ask a very good question. As we all know, B2B
research is about contacting people because of what they do
rather than who they are. Traditionally, this has meant calling
companies and asking for the relevant person. This approach is
quite expensive and time—consuming—after all, haven't we all got
better things to do at work than answer questions? Of course
when the person asking you what you've been up to recently is
your boss, the above doesn't apply.  Anyway—what do you suppose
happens to all those working people after 5:30? That's right.
They go home and become consumers just like you and me. At this
point, they are keen to have someone ask them questions—if only
to get away from the kids. So it becomes cheaper and quicker to
interview working people outside the home.  There is a
theoretical advantage