B2B audiences
Reaching decision-makers without burning your incidence
Business audiences are thin on the ground and easy to overstate, which is why so many B2B projects stall halfway through field. We profile occupation, seniority, company size and purchase authority when a panellist joins, so the qualify rate behind your quote is measured against real profile data rather than estimated.
The one variable that decides everything
Incidence rate — IR — is the share of screened respondents who qualify:
IR = qualified respondents ÷ total respondents screened × 100
It sets cost, it sets timeline, and it is the number most often wrong at the quoting stage. A study quoted at 20% that fields at 6% does not cost three times more — it costs more than that, because the screener burn also exhausts the part of the panel that would have qualified for your next wave.
How a B2B feasibility check runs here
- You send the specification. Role or function, seniority floor, company size band, sector, and whether purchase authority is required. Ranges, not adjectives.
- We count profiles, not guesses. We query how many panellists already carry those attributes from onboarding, and when they last answered the relevant profiling question.
- We apply a staleness discount. A job title answered nineteen months ago is not a fact about today. Profiles older than twelve months are counted at a reduced rate and re-asked in the screener.
- You get a range, not a point. The quote states the expected range, the confidence behind it, and what happens to price and timeline if the true figure lands at the bottom of it.
- We re-check at 20% of quota. If the measured rate diverges from the quote, you hear about it that day, not in the final report.
Verification, and its limits
Job title is self-reported everywhere in this industry, including here. What varies is how hard a provider works to catch the cases where it is wrong. We ask the same underlying attribute in different forms at different times and flag the contradictions; we check that stated sector and stated employer size stay consistent; and we treat a profile edited immediately before a high-paying study as a signal worth acting on.
What we do not do is claim external verification we have not performed. If a project needs confirmed employment, that is a recruited-specialist study with a different cost structure, and we will tell you that at the quoting stage.