We’re curious about purpose, persuasion and marketing principles.
Check out our proprietary research and insights if you’re curious, too.
Rob Roy periodically invests in primary research about the factors that influence B2B technology purchase decisions. Our surveys produce statistics and trends about B2B tech buyers' trust in vendors, why they choose vendors, the best marketing channels to drive leads and sales, and more. The findings decks are available for free, with additional data breakouts and private, customized presentations available for purchase. Download the findings below or contact us at [email protected] if you're curious and want to learn more.
Check out our proprietary research and insights if you’re curious, too.
Rob Roy periodically invests in primary research about the factors that influence B2B technology purchase decisions. Our surveys produce statistics and trends about B2B tech buyers' trust in vendors, why they choose vendors, the best marketing channels to drive leads and sales, and more. The findings decks are available for free, with additional data breakouts and private, customized presentations available for purchase. Download the findings below or contact us at [email protected] if you're curious and want to learn more.
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Dynamics of Trust:
2021 B2B Technology Purchase Decision Study
In 2019 and 2020, Rob Roy's B2B Tech Purchase study learned that trust was a key issue between vendors and customers. Our 2019 study found that 86% of tech buyers started with the assumption that vendors were not being completely honest with them. In 2020 that number dropped to 57%, a reflection of the nature of the COVID pandemic which forced many buyers to rely even more on technology to achieve their business goals.
In September 2021, Rob Roy commissioned Austin-based Cambia Information Group to survey 625 B2B technology purchase decision-makers in the United States to learn what influences their purchase decisions. We found that in the emerging post-pandemic business world, the feeling around vendor honesty remains—73% of tech buyers assume a lack of total honesty from the companies with whom they do business. The burden of proof remains on vendors to prove they are trustworthy.
Our study explores how B2B tech vendors can earn the trust of a skeptical market—one that’s in dire need of useful innovations that actually work.
2021 B2B Technology Purchase Decision Study
In 2019 and 2020, Rob Roy's B2B Tech Purchase study learned that trust was a key issue between vendors and customers. Our 2019 study found that 86% of tech buyers started with the assumption that vendors were not being completely honest with them. In 2020 that number dropped to 57%, a reflection of the nature of the COVID pandemic which forced many buyers to rely even more on technology to achieve their business goals.
In September 2021, Rob Roy commissioned Austin-based Cambia Information Group to survey 625 B2B technology purchase decision-makers in the United States to learn what influences their purchase decisions. We found that in the emerging post-pandemic business world, the feeling around vendor honesty remains—73% of tech buyers assume a lack of total honesty from the companies with whom they do business. The burden of proof remains on vendors to prove they are trustworthy.
Our study explores how B2B tech vendors can earn the trust of a skeptical market—one that’s in dire need of useful innovations that actually work.
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Pathways to Conviction: The Impact of Fear on Decision-Making
2021 Study in Partnership with FOURAGE
Conviction is an incredibly valuable—yet increasingly rare—trait in leadership. Nowadays we find ourselves in volatile and uncertain environments. We don’t know what will happen next week, let alone next year. This uncertainty can manifest itself as fear. And fear becomes a force that impacts our actions and decisions without our even being aware of it.
So, how do we as individuals and organizations recognize when we are acting out of fear? Can we shift how we respond to fear so it helps guide us back to conviction?
“Fear is courage unrealized,” is a mantra of our friends at FOURAGE. And Curiosity and Courage are two of Rob Roy’s own core values. Together, we’d like everyone to learn what’s possible when we engage with our fears constructively and discover the insights they contain.
That’s why Rob Roy Consulting partnered with FOURAGE to survey 509 individuals across the U.S. to explore how fear impacts their choices, both in their personal lives and at work. Their answers tell a fascinating story of awareness, blind spots, and the untapped potential of turning fear into an ally.
Download the study now and begin to re-examine your own relationship with fear — one of our most powerful evolutionary allies — and learn how it can become a pathway to your conviction.
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Post-Pandemic Pathways to Trust:
2020 B2B Technology Purchase Decision Study
Before COVID-19 upended all facets of life and business, it was clear that the B2B tech world was working its way through a crisis of trust. In September 2019, Rob Roy surveyed 500 U.S. B2B tech buyers to see what was driving their purchase decisions. And the response was clear: 86% of B2B tech buyers assumed tech vendors were being dishonest, and were looking for evidence and advocates to prove otherwise. And then a virus turned our world upside down. So we commissioned a second study in September 2020 to see how the dynamics of trust have shifted in a post-pandemic world.
2020 B2B Technology Purchase Decision Study
Before COVID-19 upended all facets of life and business, it was clear that the B2B tech world was working its way through a crisis of trust. In September 2019, Rob Roy surveyed 500 U.S. B2B tech buyers to see what was driving their purchase decisions. And the response was clear: 86% of B2B tech buyers assumed tech vendors were being dishonest, and were looking for evidence and advocates to prove otherwise. And then a virus turned our world upside down. So we commissioned a second study in September 2020 to see how the dynamics of trust have shifted in a post-pandemic world.
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The Signals of Trust:
2019 B2B Technology Purchase Decision Study
2019 B2B Technology Purchase Decision Study
Business leaders are increasingly anxious around all kinds of issues—business model disruption, innovation risk, shifting regulations, climate change, and escalating customer expectations. Amidst all this uncertainty, the burden of proof has shifted drastically for B2B tech vendors. They must now prove themselves trustworthy and honest … and that’s not easy. Rob Roy Consulting recently commissioned a survey of 500 B2B tech buyers in the U.S. to explore the signals of trust that guide their decisions.
