Surveys and market research
B2B market research surveys that reach the people who decide
Good decisions need first-hand answers. Our B2B market research surveys and customer feedback calls reach prospects and customers by phone, ask the questions you set and compile what they say into insight your sales, marketing and product teams can use. Real conversations get responses that online forms often miss.
- First-hand answers Agents gather information directly from customers and prospects on the phone.
- Your questions, your criteria Every survey campaign is built around the information you want.
- Hard-to-reach audiences Experienced callers connect with busy professionals such as hospital personnel.
What it is
What phone-based B2B surveys are, and who they’re for
Market research helps companies spot trends, understand competitors, test demand for planned products and learn what customers really think. It is also time-consuming, which is why many teams put it off or rely on online forms that busy professionals ignore.
Our survey and market research service puts experienced calling agents on that work. We contact the customers or prospects you choose, work through a short survey you help design and record the answers accurately. The result is first-hand information gathered in real conversations, compiled so your team can act on it.
This service suits B2B companies planning a new product or market, sales and marketing leaders who want to understand why deals are won or lost, and customer success teams who need honest feedback on service. It also suits campaigns where a survey is the first step toward identifying prospects ready to meet a representative.
Problems it solves
When a phone survey is the right tool
- Online survey links go unanswered, especially by senior or busy audiences.
- Your team needs to know whether a planned product or service has real interest before investing further.
- Customer satisfaction scores are dropping and you don’t know why.
- Sales leaders want to understand competitors from the buyer’s point of view.
- Prospects need to be educated about a product or change before they can give useful feedback.
- You want research and lead identification in the same conversation.
Types of research
Research approaches we can support
Different questions call for different methods. A calling campaign can sit at the center of your research or complement focus groups, online surveys and in-depth interviews you already run.
Qualitative research
Open-ended questions that explore opinions, attitudes and the needs behind buying behavior.
Quantitative research
Closed questions asked consistently across many respondents to produce comparable, standardized answers.
Customer feedback
Calls to your customer list about their experience, product feedback and whether they’re happy.
Competitive insight
Questions that show how buyers see you against the alternatives they consider.
Phone surveys collect primary research: original data gathered for your project, rather than secondary research compiled from existing sources. That makes the answers specific to your market, your customers and the decisions in front of you.
How it works
How a B2B survey campaign runs
- 01
Define the questions
We agree on what you need to learn, who should answer and how results will be used, then shape a short survey around it.
- 02
Prepare call content and FAQs
Agents receive the script, background on your company and answers to likely questions, so they represent your brand properly.
- 03
Train the team
With your help, we run a brief but thorough training, followed by internal meetings for questions, feedback and ongoing education.
- 04
Call, record and review
Agents make the calls. Recorded calls are used in daily and weekly reviews to keep quality and consistency high.
- 05
Compile and report
Responses are organized into findings, including issues that need attention and prospects who asked for a follow-up.
What you receive
What your team can expect
Research is most useful when it leads to action. Feedback can shape your messaging, your product priorities and your support process. Customers who share a concern and then see it resolved also tend to trust you more, which supports customer retention.
- Survey responses collected consistently, based on the criteria you set.
- Compiled feedback that highlights recurring themes and critical issues.
- Notes on open-ended answers that explain the reasons behind the ratings.
- Where agreed, a list of respondents who want to speak with a representative.
- Updates during the campaign so you can adjust questions if something isn’t working.
Customer feedback
Customer satisfaction research that you can act on
Along with market research, customer feedback is an important part of business planning. A feedback call can cover the customer’s journey with your company, the problems you help them solve and their experience, favorable or not. It shows whether your company is as customer-centric as it believes, and it helps you adjust support before dissatisfaction turns into churn.
Before launching, decide which measures matter most to you, such as satisfaction ratings, customer effort or product usability, and how you will segment responses. Clear segments make it easier to hone messaging and see where different customer groups disagree.
Choosing a partner
How to evaluate a market research calling partner
If your research should also identify sales opportunities, ask how interested respondents are passed on. We can combine survey work with B2B lead qualification or appointment setting so your team follows up with people who asked to talk.
- Can their agents speak credibly with your audience, including specialists and senior buyers?
- How will they learn enough about your product to answer respondents’ questions?
- Are calls recorded and reviewed, and how is consistency maintained across agents?
- Will they keep research separate from selling, or combine them only where you agree?
- How will findings be delivered, and in what format?
Case study
A multi-step survey campaign for a medical device company
One of the world’s 10 largest medical device companies asked us to run a multi-step market survey campaign targeting hospitals and surgical centers. The goals were to connect with busy, hard-to-reach hospital personnel, gather data through a short survey, educate prospects about the status of certain equipment and identify qualified prospects ready to meet a representative.
Two team members with extensive healthcare calling experience ran the campaign. We educated prospects about available products and compiled feedback that identified certain critical service issues, which the client ultimately rectified. Read the medical equipment manufacturer case study.
“The B2B Appointment Setting team was outstanding. From program setup through execution, they provided a level of professional support and service that ensured our initiative was a success. B2B Appointment Setting represented our brand and our customer’s interest extremely well.”
Why run a B2B survey by phone instead of online?
Busy professionals often ignore survey links, but many will answer a few questions when a well-prepared caller explains why their input matters. Phone conversations also allow follow-up questions, so you learn the reason behind a rating. For complex topics or hard-to-reach audiences, a call usually produces richer, more reliable answers than a form.
How long should a phone survey be?
Short enough to respect the respondent’s time. In our experience, a brief, focused survey gets better cooperation from busy professionals than a long questionnaire. We help you prioritize the questions that matter most and cut the ones that are nice to know. If you need more depth, a multi-step campaign can spread questions across calls.
Can a survey campaign also generate sales leads?
Yes, if you want it to and respondents agree. Some campaigns combine a short survey with identifying prospects who are ready to meet a representative. We keep the research honest by asking the survey questions first and only raising a follow-up where there is clear interest, so the data isn’t shaped by a sales pitch.
Who writes the survey questions?
We develop them with you. You know what decisions the research needs to support; we bring experience of what works in a phone conversation, such as question order, wording that is easy to answer aloud and when to use open or closed questions. You approve the final script before calling begins.
How do you keep answers consistent across different callers?
Agents are trained on the same script and FAQs, and internal team meetings give them a place to raise questions and share feedback. Calls are recorded and reviewed daily and weekly, which helps us catch differences in how questions are asked and correct them early, before they affect the quality of the data.
Can you survey our existing customers about satisfaction?
Yes. Customer feedback calls are one of the most common uses of this service. We contact your customer list, ask about their experience with your products and service and record both ratings and comments. Issues that need urgent attention are flagged to your team through an agreed process rather than waiting for the final report.
Keep exploring
Related services and results
See how the pieces fit together, or talk to us about the campaign you have in mind.
Medical Equipment
How a multi-step survey campaign reached busy hospital staff for a top medical device maker and uncovered critical service issues. Read the case study.
Learn more
Customer Retention
Customer retention services that call your accounts before renewal, surface concerns early and book time with your reps. Talk to us about keeping customers.
Learn more
Lead Qualification
B2B lead qualification against criteria you set, so reps stop chasing dead ends and spend time on buyers who fit. See how it works and request a consultation.
Learn more
Request a consultation
Get answers from the right people
Tell us what you need to learn and who should answer. We’ll plan a phone survey campaign that produces feedback your team can act on.