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B2B Market Research


At AQ Rate, we take a comprehensive approach to B2B market research, analysing satisfaction, loyalty, brand image, and recommendation among professional audiences. These insights help organisations better understand client expectations, strengthen relationships, and support more effective decision-making and long-term performance across all B2B sectors, including the most specific ones.


You will find examples of studies here.

Why it's important

B2B research is important because it provides a clear and in-depth understanding of professional clients’ perceptions, expectations, and decision drivers. By measuring satisfaction, loyalty, brand image, and recommendation, organisations can identify strengths and weaknesses in client relationships, anticipate risks, and prioritise improvement actions. These insights support data-driven decisions, strengthen long-term partnerships, and contribute to sustainable growth and performance in complex B2B markets.


To sum up in 3 points :

Understanding client relationships

Measures satisfaction, loyalty, brand image, and recommendation among professional audiences.

Identifying drivers and risks

Highlights factors influencing retention, advocacy, and potential churn.

Supporting long-term growth

Informs data-driven actions to strengthen partnerships and B2B performance.

What insights can be found in a B2B market research ?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Brand awareness and image: spontaneous and aided awareness, brand perception, and positioning within the B2B market.

  • Satisfaction and relationship quality: overall satisfaction, perceived value, and quality of collaboration.

  • Loyalty and recommendation: retention intent, advocacy, and recommendation indicators (e.g. NPS).

  • Decision drivers and barriers: key factors influencing choice, continuation, or switching among professional clients.

  • Client behaviours and attitudes: needs, expectations, motivations, and pain points across the decision-making process.

  • Touchpoints and communication effectiveness: effectiveness of sales, marketing, and communication channels in a B2B context.

  • Performance indicators and benchmarks: results by client segment, industry, or account type.

  • Actionable insights and recommendations: concrete priorities to strengthen client relationships, loyalty, and long-term B2B performance.

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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

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