Relevant, unique content
B2B Market Research: The Basis for Content & Visibility
Proprietary studies offer companies something that traditional content struggles to provide: a unique, reliable perspective on a market, a target group, or a relevant change. Instead of merely commenting on known trends, they answer questions for which reliable answers are currently lacking.
How a B2B study becomes a content architecture for PR and thought leadership – including a case study with the fintech company Aufinity.
Those who have their own data don't need to comment on what others say.
Thought leadership, genuine target audience details, potential visibility in AI chats, and content that truly works because it's new and unique!
The whitepaper demonstrates how this can be achieved using the example of Aufinity: A B2B study on payment processes in the automotive sector resulted in reports, whitepapers, technical articles, social content and PR measures.
- Good study content begins with the choice of topic, study design, and questionnaire. Therefore, research and communication must be considered together from the very beginning.
- Creating your own data provides citable content for specialist media and, if applicable, for AI-supported search systems.
The whitepaper demonstrates how this can be achieved using the example of Aufinity: A B2B study on payment processes in the automotive sector resulted in reports, whitepapers, technical articles, social content and PR measures.
Your learnings from the case study
Strategically planning B2B studies
Find a relevant topic and develop a questionnaire that allows for reliable comparisons, connections, and stories.
Communicate results credibly
Learn how to correctly classify study data and avoid typical errors regarding causality, reference values, or small sample sizes.
Maximize reach and impact
Develop different content formats from a study and create citable content for specialist media and AI-supported search systems.
Why is market research in niche industries particularly exciting?
Sound decisions in B2B markets are made where methodological excellence, direct access to the target audience, and a deep understanding of the market come together. It is precisely this combination that lies at the heart of our work.
Dr. Bettina Kriegl
Head of B2B Market Research | Vogel Corporate Solutions
B2B Market Research: Download the free whitepaper with case study
International B2B Market Research
Do you want to tap into international markets and better understand your target audiences? With our international B2B market research, you can reach industry and technology professionals in Europe and Asia through the trade media of the Vogel Communications Group and obtain reliable data to support your decisions—all coordinated centrally from Germany.
FAQ about B2B market research
Why is market research a good basis for content marketing?
In-house studies provide original data that is unavailable elsewhere. They create newsworthy opportunities for PR, credibly demonstrate expertise, and transform a company into a quotable primary source – rather than a commentator on external developments.
When should communication be included in a study project?
As early as possible. Research and communication goals should be planned together. If communication is only considered after the data collection is complete, a good data foundation will be created – but often not a compelling story.
Is it permissible to exaggerate study results for PR purposes?
Condense, yes; distort, no. Every pointed statement should remain traceable back to a documented question, reference group, and key performance indicator. The results report serves as the technical reference for this.
How much content can be developed from a B2B study?
This depends on the study design, not the amount of data. In the practical example, a survey resulted in a results report, a country comparison, a report on Germany, an industry report, and in-depth white papers. Crucially, the questionnaire must allow for different perspectives and comparisons from the outset.
Does conducting your own B2B market research help you get cited by AI systems?
Absolutely; it can significantly increase your chances. Original studies provide unique data, clear conclusions, and citable facts—exactly the kind of content that AI-powered search systems prefer to use as sources. However, there is no guarantee that your work will be cited.
What makes study results particularly relevant for AI citations?
Crucial factors are a clear thematic focus, reliable data, and a transparent methodology. Results should be clearly formulated, unambiguously attributed to the sender, and publicly accessible.
Which study content is particularly suitable?
Particularly quotable are current key figures, industry benchmarks, country or target group comparisons, time series, and clearly defined trends. Precise statements such as "42 percent of the surveyed companies..." are helpful.