Censuswide Debuts 'Nationally Representative' B2B

In the UK, MR firm Censuswide has launched what it says is the country's 'first nationally representative B2B research approach,' aiming to reassure organisations who need their findings to reflect the UK economy as a whole.

The company says the UK is home to around 5.7 million private-sector businesses, but only around a quarter of them (1.4 million) employ anyone beyond their owners - representing this long tail is one of the key challenges in building a sample to reflect the economic profile of employer businesses across the UK.

The new methodology, developed in discussion with the MRS and documented in line with the transparency requirements of its Code of Conduct, is designed to give confidence for clients looking to inform decisions, support policy, publish thought leadership and generate media stories. The approach used official UK business population benchmarks, with quotas for company size, region and industry; and final weighting to correct any remaining differences. Company size is based on turnover share by employee-size band, so the sample reflects economic weight.

Each wave of the research involves surveys conducted online with 1,000 senior UK business decision-makers, screened for genuine decision-making responsibility and drawn from across the major sectors of the employer-business economy. Weighted data is typically delivered around two weeks after fieldwork begins.

Potential applications include measures of business sentiment before and after major policy announcements, as well as employer confidence and responses to taxation, regulation and industrial strategy. The approach can also be used to track adoption of AI, digital transformation and cybersecurity, or to explore issues such as productivity, skills shortages, exports and regional economic growth.

The company says the new approach should 'complement, not replace, bespoke research,' with the latter remaining the best choice when organisations need deep insight from a specific audience or stakeholder group. 'We've seen a growing appetite for evidence that reflects the economic profile of UK employer businesses, particularly from organisations shaping policy, informing public debate and advising organisations on the decisions that matter most,' says Nicky Marks (pictured), CEO of Censuswide.

Web site: www.censuswide.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.