What are the topics that are currently relevant in B2B surveys?
Julia: As in the consumer sector, the general topics in B2B surveys are diverse and often do not differ greatly from them. This ranges from general image studies to customer satisfaction surveys to pricing studies and potential analyses for new products.
If you want to single out two key themes that recur throughout all of these studies, they are not surprising: Digitization is one thing that plays a role across many sectors – what is the status of Swiss companies here, how much more digitization do they desire and in which particular areas?
On the other hand, sustainability – at least as a secondary topic – runs like a thread through many studies. It is about all ESG criteria but is increasingly about environmental aspects. I expect this will continue to increase: Companies are increasingly on their way to net-zero, making corresponding demands towards their service providers and producers – i.e., the customers of our B2B studies. And of course, this is also reflected in the study topics.