Consumer omnibus surveys for B2B organisations

Posted on: 2012-05-14 in How To

Why a B2B organisation would comission a consumer omnibus survey.

There are loads of companies that offer consumer omnibus surveys. In fact, you can check them out on our omnibus research comparison table. But as a B2B organisation, why would you be interested in consumer research?

The answer is that most B2B organisations work in industries where the ultimate customer at the end of the chain is a consumer, so the research / results are still applicable. You just have to be crafty in how you construct your questions.  For example, we recently ran a YouGov survey on behalf of a client that targets small retailers, which gave them interesting insight about their customers’ spending habits, and was picked up by over 30 B2B retail publications.


How to commission Omnibus research


Most of the providers enable you to submit questions to their omnibus and then deliver the results within a few days. You tend to pay per question, and the results are also broken down by  (for example)

  • Age
  • Gender
  • Region
  • Social grade
  • Marital status
  • Working status
  • Employment status


Choosing your research provider


While most of the services out there are comparable, there are small differences, and you would probably do best to make your choice based on price, timescale required, sample size and how the research is presented. Again, I direct you to our infographic (coming soon) that compares the UK’s main omnibus surveys on these criteria.

Browse our other posts on commissioning research for B2B PR:

Using research in B2B PR

Commissioning research FAQs

Omnibus comparison table

UK Agency Awards Winner 2016

About this blog


The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by B2B PR specialist Heather Baker, founder of TopLine Comms, and inbound marketingB2B content marketing agency and proud HubSpot partner agency and takes contribution from anyone sensible in the industry with something intelligent to say.  Follow Heather on Twitter @TopLineFounder or contact the B2B PR Blog editorial team via email on [email protected].


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