Highly concentrated sector, hard-to-reach respondents, limited samples. Market research in the industrial sector suffers from a poor image due to its complexity. As a result, we often find that the most basic analyses are not carried out, or are based on so-called "secondary" data (publicly available data, simply put). However, solutions exist to carry out serious studies, provided that the objectives are well defined in advance. You’ll find some examples below.
Contact IntoTheMinds for your studies in the industrial sector
Our market research services for the industry
- Covered territories: all European countries + United States and Canada
- Sectors: manufacturing industry, durable equipment, plastics, metallurgy, mining, …
- Types of studies: awareness measurement, needs and trends analysis, customer satisfaction survey, …
- Budget: from €7500 excl. VAT
- Study duration: from 6 weeks for quantitative B2B panel studies
- References: Arcus Inox, Komatsu, Saint-Gobain, …
Ferenk Deák, CEO IVM Micrologistics
"A very professional, customer-focused team. They supported us throughout the process and delivered on time what they had promised! We are 100% satisfied with their work!"
Use cases for a study in the industrial sector
There are many use cases for marketing studies in the industrial sector. Here are some we have conducted over the years:
- sector needs and trends analysis
- validation of demand before launching new services / new products
- pricing study
- employer brand
- identification of business opportunities in a new territory
- customer satisfaction survey
In 20 years of experience, IntoTheMinds has probably dealt with every possible market research request. Whatever your need, you can be sure we’ll provide a tailor-made solution.
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Points of attention
It is often necessary to combine several techniques to obtain sufficiently large samples. In practice, we often use a quantitative online questionnaire (CAWI) and a telephone approach (CATI) to complete responses and meet quotas. We have B2B panels that allow us to deliver reliable results.
Qualitative studies should preferably be conducted via individual interviews. Focus groups are too difficult to organize with this type of respondents. Confidentiality and competition issues may also arise, making the organization of focus groups impractical.
Finally, the profile of respondents must also be considered. Studies in the industrial sector are by definition B2B. Several types of stakeholders may be involved in the decision-making process. It is therefore important to identify and interview them consistently. In practice, this means working with quotas based on the respondent’s professional role.
Budget
Quantitative studies start at approximately €6000 and the price varies depending on complexity and number of countries. Qualitative studies start at €8500 and the price depends on the number of interviews.
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Examples of studies conducted in the industrial sector
- The aim of this study was to understand the needs of Arcus Inox’s 300 most important clients, spread across five main countries. To obtain clear responses, we developed a mixed-method approach based on both an online survey (CAWI) and telephone interviews (CATI). Thanks to this combination, we achieved an exceptional response rate of 70%.
- The study carried out for PAM Saint-Gobain aimed to assess the needs of clients and prospects across Europe. Given the number of companies to be surveyed (20,000), we developed a quantitative questionnaire. A preliminary sampling study was conducted before launching the survey. A total of 500 responses were collected and analyzed using PowerBI. This study was conducted in constant cooperation with the client to ensure that all collected data fully aligned with their business expectations.
- IVM specializes in the manufacturing of machines and robots for logistics. The company entrusted us with two studies targeting two different segments, as part of the development of technological solutions for the manufacturing industry on one hand, and the healthcare sector on the other. Each study was based on a quantitative survey conducted with B2B decision-makers.
- PSI, based in Berlin, specializes in IT solutions for the metallurgy sector. The company wanted to measure customer satisfaction and understand how to improve it. We implemented a dual measurement tool: one to assess customer satisfaction and another to evaluate employee customer orientation. The results were compared to better understand how employee attitudes influenced customer perceptions.
- Komatsu manufactures machinery for mining and public works. Facing strong market demand, the company wanted to enhance its attractiveness to recent graduates. We conducted an employer brand study in Germany and Belgium. This study was carried out with a panel of recent graduates located in specific areas around Komatsu’s development centers in Brussels and Hamburg. A precise geographic area was defined using an isochrone to survey only graduates who could potentially know the company through its local presence (awareness measurement).
- Montea is a company managing logistics buildings in four countries (the Netherlands, Belgium, France, Germany). IntoTheMinds was tasked with conducting a customer satisfaction study. We designed the survey tool and also advised Montea on respondent selection and response segmentation based on profiles. The survey was conducted using a mixed CAWI-CATI approach.
- Renewi operates in waste collection and recycling. The company commissioned us to conduct a brand awareness study in Belgium. We used a panel of companies to carry out a quantitative survey with 900 respondents. A strict geographical distribution was applied to account for strong local competition. Specific questionnaires were developed for each geographical area and were linked to lists of competitors operating only in that particular catchment area.