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, available at no charge. Additional data breakouts and private, customized presentations are available for a fee.
Check out our proprietary research and insights if you’re curious, too.
Rob Roy periodically invests in primary research, available at no charge. Additional data breakouts and private, customized presentations are available for a fee.
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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.
