Understanding the needs and wants of businesses is far more complicated than dissecting the consumer market. B2B decisions often have to involve multiple stakeholders and have longer sales cycles.
B2B market firms help companies make well-informed, strategic decisions by providing valuable data and insights, identifying sales drivers and key decision-makers, optimising fieldwork, and providing feedback to strengthen customer relationships.
A business must choose a firm that meets its needs, has high-quality data, a proven track record of success and will ultimately help it reach its sales goals. Here are the best B2B market research firms in the UK, well-placed to help businesses reach their targets.
1. Basis Global
Basis Global is a consumer insights consultancy that digs deeper and challenges assumptions, bringing clarity to complex decisions. The company continually adapts its approaches, as emphasised by its AI personas, which are built from real data and reflect stakeholders’ thought processes.
Basis has expertise in a range of industries, including food and drink, construction, real estate, financial services, utilities, energy, technology and communications, manufacturing and industrial, and accounting.
Key features:
- Award-winning consumer insights consultancy
- Interactive AI personas
- Communications tracking
2. Savanta
Savanta is a data, market research and advisory company that has won 10 industry awards and achieved 50% growth since 2022.
Savanta approaches market research with a wide range of strategies, such as touch point tracking, data collection and analysis, polling, and user experience research that combines powerful human insight with actionable strategies.
Key features:
- Winner of over 10 industry awards
- Works with top brands including Sky and Microsoft
- Experienced in a wide range of industries
3. Kantar
Kantar is a market research company founded in 1992 that aims to combine attitudinal and behavioural data with expertise and technology platforms to track how people act and think.
The London-based company offers numerous solutions, such as brand monitoring, qualitative research and marketing ROI measurement.
Key features:
- AI-native solutions
- Over 30 years of experience
- Market research on a global scale
4. Mackman Research
Mackman Research is based in Suffolk and aims to provide actionable and effective strategies based on reliable data. The company also aims to be adaptable, ensuring it can meet the needs of businesses and their bespoke requirements, rather than offering a one-size-fits-all service.
Mackman Research achieves this through multiple methods, such as satisfaction and perception surveys. It also uses market segmentation to differentiate a company’s audience base by creating personas to visualise groups of B2B customers.
Key features:
- Over 20 years of experience
- Adaptable approach based on business needs
- High-quality, low-volume telephone surveys
Criteria to Determine the Top B2B Market Research Firms in the UK
Several factors were considered when ranking the best UK B2B market research firms. Specialisation and experience in B2B were key determinants, as was the range of approaches each company utilised. Emphasis was also placed on a firm’s adaptability, which is particularly important in modern times. Each firm’s ability to access hard-to-reach audiences — one of the most valuable services a top market research firm can offer — was considered alongside reputation and client base.
B2B Market Research Firms Comparison Table
Working with a B2B market research firm with experience and expertise can help a company realise its potential and maximise sales growth. Choosing the right B2B market research firm is an important decision.
To help aid decision-making, here’s how the top B2B market research firms in the UK compare in some notable areas.
| Company Name | Based In | Key Strength |
| Basis Global | Offices in London, Los Angeles, New York and Chicago | Challenges assumptions to bring clarity to complex decisions |
| Savanta | Offices in multiple locations worldwide, including London and Oxford | Winner of over 10 industry awards |
| Kantar | London, UK | Over 30 years of experience |
| Mackman Research | Sudbury, UK | Adaptable to fit business needs |
How to Choose the Right B2B Market Research Firm
B2B buyers only spend 17% of their time meeting potential suppliers, so businesses should speak to as many potential buyers as possible and know exactly how to approach a pitch. Collaborating with a capable, experienced marketing research firm is a great way to make that happen.
Choosing the right firm to collaborate with depends on a business’s specific needs. Because of this, it is a good idea for businesses to outline exactly what they want to gain from a market research firm. This helps businesses choose a firm to partner with and helps firms tailor their approach to the business’s needs.
Industry experience is a key consideration, as a good research partner will know the ins and outs of the industry and possibly have access to hard-to-reach people and audiences. Scale versus flexibility is another consideration. Larger firms can offer global reach, but smaller firms are often more flexible and better suited to a company’s bespoke needs.
Reaching Growth Goals With Capable B2B Market Research Firms
The UK has no shortage of excellent B2B market research firms to collaborate with, but it is important that businesses set clear goals to ensure they partner with the best one for their needs. A great collaboration can lead to exceptional growth and access to new audiences, so it is well worth taking the time to determine which firm is best suited to each project.
