Unlike B2C research, exploring B2B behavior often means reaching busy executives and decision-makers who don’t respond to generic surveys. In this project, the core challenge was identifying and engaging founders, legal heads, and CEOs from small to mid-sized companies — the very people responsible for protecting intellectual property.

Through a tailored recruitment strategy and expert outreach techniques, we secured in-depth interviews with qualified respondents from multiple industries and markets.

What made this research stand out was not just who we spoke to — but how we spoke to them. Our lead interviewer brought experience in navigating high-level conversations with C-suite executives. The interviews were carefully structured to uncover not only practical objections (like pricing or service format) but also emotional and psychological barriers, such as fear of legal missteps or lack of clarity around international IP rules.

Many participants expressed confusion around the trademark process and emphasized their reluctance to make legal decisions without speaking to a human expert. Trust, not convenience, was the real currency.

As a result of the research, INPLES decided to delay the online service launch. Instead, they chose to invest in building a stronger expert brand and launched a series of webinars aimed at educating their audience and positioning the company as a trusted guide in the IP space.

This case highlights the value of precise, human-centered B2B research — especially when your audience consists of professionals who make decisions based on risk, relationships, and reputation.