Humanizing B2B Surveys: Uncovering Stories Behind the Data

When we think of B2B surveys, we often conjure images of dry questionnaires, sterile data points, and impersonal metrics. But here's a thought that might just blow your mind: behind every B2B decision-maker is a human being with a story to tell. Shocking, right?

Let's face it. We've been treating B2B executives like they're some sort of alien species, devoid of emotions, personal experiences, and the occasional craving for a good cup of coffee. It's high time we put the 'human' back in B2B research. After all, these are people who have climbed the ladder, faced challenges, and celebrated victories.

So, how do we capture the human nuance in B2B surveys? Buckle up, because we're about to embark on a journey to the heart of business decision-making.

1. Embrace the Power of Storytelling

Instead of asking, "On a scale of 1-10, how satisfied are you with our product?", why not try, "Tell us about a time when our product made your day easier - or ruined it completely." You'd be surprised at the rich, detailed responses you'll get. People love sharing stories, even in a business context.

Take the case of Sarah, a CTO at a mid-sized tech firm. When asked about her experience with a new software solution, she didn't just give it a rating. She shared a story about how it helped her team meet a nearly impossible deadline, turning a potential disaster into a major win. That's the kind of insight you can't get from a simple numerical scale.

2. Ask About the 'Why', Not Just the 'What'

B2B decisions aren't made in a vacuum. There's always a context, a backstory, a reason. By asking executives to explain their reasoning, you're not just collecting data - you're gaining insight into their thought processes and values.

John, a procurement manager, once shared how he chose a supplier not just based on price and quality, but because their rep went out of their way to understand John's specific challenges. That human connection made all the difference.

3. Explore the Emotional Landscape

Yes, B2B decisions are supposed to be rational. But let's be real - emotions play a huge role. Ask questions that delve into how decisions made people feel. Were they excited? Anxious? Relieved?

A CEO named Mark once confided that he chose a particular vendor because their presentation made him feel confident and optimistic about the future. That's not something you'd capture in a traditional survey, but it's incredibly valuable information.

4. Use Open-Ended Questions Wisely

While multiple-choice questions have their place, open-ended questions allow respondents to express themselves freely. You might think executives don't have time for this, but you'd be surprised. People generally enjoy sharing their opinions and experiences when given the chance.

Emily, a marketing director, once wrote a paragraph-long response about how a particular marketing tool changed her team's dynamics. That kind of rich, qualitative data is pure gold for understanding the real impact of products and services.

5. Create a Dialogue, Not an Interrogation

Structure your surveys more like a conversation. Use language that's professional but warm. Don't be afraid to inject a little humor or personality. Remember, you're talking to humans, not robots.

A survey that started with "We know you're busy and probably drowning in emails, so we really appreciate you taking the time to chat with us" received significantly more detailed responses than one that jumped straight into questions.

By incorporating these human-centric approaches, we can transform B2B surveys from dull data collection exercises into rich explorations of real business experiences. It's about understanding not just what decisions are made, but the human stories behind those decisions.

At Curious Insights , we've seen firsthand how this approach can yield incredible results. By focusing on the human element, we've helped companies uncover insights that have led to product innovations, improved customer relationships, and even shifts in company culture.

One client told us, "For the first time, I feel like I really understand our customers as people, not just entries in a database." And isn't that what it's all about?

So, the next time you're designing a B2B survey, remember that you're not just collecting data. You're uncovering stories. You're tapping into the wealth of human experience that drives business decisions. And who knows? You might just make some new friends along the way.

After all, in the world of B2B, we're not just connecting businesses. We're connecting humans. And that, my friends, is where the real magic happens.