Survey Report - What Drives Business Decision Makers to Engage in a B2B Research? -
2025/06/20
Conducting B2B research often presents unique challenges, such as reaching the right professionals, securing their participation, and maintaining engagement throughout the process. GMO Research & AI leveraged its' B2B online panel for a study in Japan targeting over 500 management-level executives to understand their perceptions and concerns regarding participation in B2B surveys. The results reveal key motivations and actionable strategies to encourage participation, offering practical insights for overcoming common B2B research hurdles and improving response quality.
Survey Specifications
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Survey Date: May 2025Target Group: Management-level executives in JapanCompany Size: More than 200 employeesSample Size: 517ssMethod: Online survey
Key Findings: What Factors Influence Business Decision Makers’ Motivation to Participate in B2B Research?
Senior Management’s Approval and Hierarchical Constraints
Experienced participants are significantly more likely to regard senior's approval as important, while those new to B2B survey participation are more likely to see it as unnecessary, implying a need to clarify and support internal approval requirements, especially for less experienced participants.
Furthermore, most respondents indicated that their company’s hierarchy affects their willingness to take part in B2B surveys, suggesting that outreach strategies should consider internal decision-making structures.
Survey Length Tolerance
While short surveys remain the general preference across the total sample, nearly half of inexperienced respondents are only willing to participate in surveys lasting under 10 minutes, whereas experienced participants are more open to spend 20 minutes or longer.
Methodology
Online formats are clearly preferred. While offline and face-to-face methods face noticeable resistance. Remote alternatives—such as online interviews—are generally more accepted, reinforcing the importance of prioritizing digital engagement channels.
Other Concerns
Respondents prioritize anonymity, fair compensation, and a clear understanding of the research purpose. They also express concerns about privacy, potential follow-up spam, and survey complexity.
Access the complete findings in our full report and learn how to boost B2B research participation!
The full report includes:
・Respondents profile
・Detailed survey results (with respondents comments from open-ended answers)
・Respondents' experience in B2B Research, and how it shapes their motivation and perceptions
・Deep analysis of the motivation and barriers to B2B study participation
・Recommendations of strategic actions
...and more!
Get your free copy to discover practical tips for engaging business decision makers!
