In May 2024, Quest travelled to London to present the next chapter of our multi-market B2B research on creating a better B2B survey.
For this US vs UK B2B research, we extended our earlier U.S. study to the U.K. Specifically, we surveyed the same B2B audiences and mirrored our U.S. sampling plan, so we could compare the two countries directly.
We found many similarities between U.S. and U.K. B2B respondents. However, we also found some clear differences in how each group thinks the B2B survey experience could improve. The biggest difference? Incentives. Our cousins across the pond (we’re based in the Toronto area, after all) showed some markedly different preferences from U.S. respondents.
US vs UK B2B Research: What We Found
- Similar motivations. In both countries, professional recognition was the top reason for taking surveys. In other words, B2B respondents want their expertise heard.
- Different incentive preferences. U.S. respondents strongly preferred direct cash payments. In contrast, U.K. respondents showed much more interest in industry insights and professional information. Many valued those almost as highly as money.
- Different survey styles. U.S. respondents expected direct, efficient surveys focused on their expertise. U.K. respondents, on the other hand, were more patient with contextual questions. They also showed more interest in the broader goals of the research.
What This Means for Multi-Market B2B Research
In multi-market B2B research, a one-size-fits-all approach may cost you engagement. Instead, adapt incentives and survey style to each region, but keep your methodology consistent. As a result, you’ll get stronger participation and comparable data.
How to Adapt Your Multi-Market B2B Research
Based on these findings, here are a few practical ways to tailor your approach:
- Match B2B survey incentives to the market. Lead with cash for U.S. respondents. For U.K. respondents, consider offering a summary of the research findings or other industry insights, alongside or in place of cash.
- Adjust your survey style. Keep U.S. surveys direct and focused on the respondent’s expertise. With U.K. respondents, you have a little more room to explain context and the purpose of the research.
- Keep your core consistent. Use the same key questions, screening criteria, and quality checks in every market, so your results stay comparable.
- Recognize expertise everywhere. In both countries, respondents want their professional knowledge valued. So make that clear in your invitations and survey introductions.
For more on these findings, see our posts on B2B survey response rates and B2B survey incentives. And for broader tips, read our guide to multi-market research.
Curious who you can reach? Explore our Panel Book to see the B2B and consumer audiences available across our panels.
