The extent of sample available in the Lucid Marketplace makes it an excellent place to access B2B (Business-to-Business) sample.
See creating a new survey for more information on how to set up a study in the Lucid Marketplace and ensure a successful B2B study.
Adding B2B qualifications
To effectively target B2B respondents, do not assume anything about a respondent and use a comprehensive set of standard qualifications. The majority of B2B respondents can be targeted using the qualifications listed below, which are matched via API with the Lucid Marketplace partners. See qualifications and targeting for more information.
Qualification name | Question |
What is your current employment status? | |
Which of the following best describes the industry that you, personally, work in? | |
Please choose which departments/products you have influence or decision making authority on spending/purchasing? | |
Which department do you primarily work within at your organization? | |
Approximately what is the annual revenue for your organization? | |
Do you, or does anyone in your household, work in any of the following industries? | |
What is your job title, level or responsibility? | |
Approximately how many employees work at your organization (all locations)? |
To add these qualifications:
Navigate to the qualifications page.
Click add qualifications.
Search for standard B2B/employment qualifications by using the dropdown menu. To add a qualification to the study, click the name of the qualification.
Select the conditions allowed for the study. The example below is targeting human resources decision makers. Be sure to include the information in the description to keep the study organized.
Click add to survey.
To add another qualification, click add qualifications and repeat the process.
For some industries, there are additional qualifications to help reach a more specific audience.
For example, to target teachers, add the STANDARD_INDUSTRY_PERSONAL question and select "education" as the condition. Then add the STANDARD_INDUSTRY_EDUCATION qualification to target elementary school teachers, university professors, etc. Similar qualifications exist for the construction, IT, and healthcare.
There are two industry qualifications—STANDARD_INDUSTRY_PERSONAL and STANDARD_INDUSTRY. Use STANDARD_INDUSTRY_PERSONAL when targeting the specific respondent’s employment industry. Use STANDARD_INDUSTRY when targeting either the respondent or a member of their household.
Targeting B2B sample tips and tricks
Always target in a progressive and logical fashion.
For example, always ask the STANDARD_EMPLOYMENT question before the STANDARD_INDUSTRY_PERSONAL or the STANDARD_COMPANY_DEPARTMENT question. This will ensure that the respondent is employed prior to asking in which industry or department the respondent works.
Use red herring questions to screen for quality.
Red herrings are trick questions used to ensure that respondents are engaged in the study. Use basic red herrings to screen for engagement and quality. An example of a basic red herring is "A boy has four red marbles and lost one. How many red marbles does the boy have now?"
Use industry related red herring questions as an opportunity to filter out unqualified respondents. For example, if targeting ITDMs, ask a simple question that all ITDMs should know but the general population may not know, such as “What is the standard markup language of the world wide web?"
Think realistically.
When targeting the end respondent, consider all possibilities associated with that target. Example questions/considerations are listed below:
If looking for respondents with specific responsibilities, would the respondent have to be at a manager or higher level or would could they also be found at an associate level too?
Is there an education level that would be required for a given target? If so, use the STANDARD_EDUCATION_v2 qualification to target on education level as well.
Always target a proper age range for the intended target.
If targeting respondents who work in human resources, would smaller companies have a human resource department or would that person be found in a different department?
When targeting C level executives, for smaller companies, would the respondent have a C level title or would they have a director+ title?
Keep it simple.
Do not over-target if it is not necessary. For example, when looking for respondents who make hiring decisions, that group does not only include respondents who work in a human resources department but also anyone with a director or higher title (even manager or higher, in some cases).
Example targets
Below are a few examples of how to target common B2B groups on the Lucid Marketplace. Note that the red herring questions are not included in the standard qualifications library and must be added as a custom qualification.
Example 1: Marketing decision makers with a director or higher title
Example 2: IT decision makers (ITDMs)
Example 3: Human resources managers
