Awkward Reality #546

Should you take a Do-It-Yourself approach to customer insight?

B2B producers often take a DIY approach, while B2C marketers hire research firms. Why? For one thing, consumer products often have bigger annual revenues: Think of all the small B2B parts in a big-ticket item like a smart phone. For B2C it’s all about that launch. But B2B companies often “turn the crank” on many smaller new products… so it’s economical to develop in-house expertise.

More in 2-minute growth video #32, When to use “hired guns” for VOC