Who Really Drives B2B Sample Prices? Insights from Market Mavericks
In the world of B2B market research, sample pricing is often a mystery. Why do prices vary so much? Who decides the cost? And more importantly, how do we make sure the sample is actually good?
In the first episode of Market Mavericks, host Ankesh Saxena brings together three experts—Anne Hunter from Ipsos, Michael Collins from Zintro, and Andrew Jones from Zint—to dive deep into this topic.
**Marketplace Pressures**
Andrew Jones explains how in a reverse auction marketplace, the buyer sets the price. This can sometimes backfire—like offering ₹150 for a CEO’s time and then complaining about quality. Zint is exploring solutions like dynamic pricing, minimum CPIs, and smarter supplier models to tackle this.
**Quality First, Price Later**
Anne Hunter makes it clear: pricing should follow quality. Ipsos tests and verifies every supplier to ensure responses are real and useful. She compares it to food—some samples are fast food, others are five-star. You get what you pay for.
**Challenges in Validation**
Michael Collins shares how self-reported data is a big challenge. Many participants say they’re experts, but verifying that is tough. He stresses the importance of balancing cost with data reliability and credibility.
**Technology and Behavioural Data**
New tools like VEP (Validation Enrichment Placement) help confirm if someone really has the expertise they claim. Behavioural data—like job info collected via FinTech or HR apps—also helps determine whether a B2C panellist can be a B2B respondent.
**Dynamic Pricing: Yay or Nay?**
While it works in B2C (due to large sample sizes and standard targets), all three experts agree B2B is too complex and specific for a one-size-fits-all algorithm. For now, custom pricing, supplier relationships, and verification matter more.
This episode sets the stage for thoughtful conversations about quality, tech, and pricing. Whether you're a buyer, supplier, or researcher, this is a must-listen.
In the first episode of Market Mavericks, host Ankesh Saxena brings together three experts—Anne Hunter from Ipsos, Michael Collins from Zintro, and Andrew Jones from Zint—to dive deep into this topic.
**Marketplace Pressures**
Andrew Jones explains how in a reverse auction marketplace, the buyer sets the price. This can sometimes backfire—like offering ₹150 for a CEO’s time and then complaining about quality. Zint is exploring solutions like dynamic pricing, minimum CPIs, and smarter supplier models to tackle this.
**Quality First, Price Later**
Anne Hunter makes it clear: pricing should follow quality. Ipsos tests and verifies every supplier to ensure responses are real and useful. She compares it to food—some samples are fast food, others are five-star. You get what you pay for.
**Challenges in Validation**
Michael Collins shares how self-reported data is a big challenge. Many participants say they’re experts, but verifying that is tough. He stresses the importance of balancing cost with data reliability and credibility.
**Technology and Behavioural Data**
New tools like VEP (Validation Enrichment Placement) help confirm if someone really has the expertise they claim. Behavioural data—like job info collected via FinTech or HR apps—also helps determine whether a B2C panellist can be a B2B respondent.
**Dynamic Pricing: Yay or Nay?**
While it works in B2C (due to large sample sizes and standard targets), all three experts agree B2B is too complex and specific for a one-size-fits-all algorithm. For now, custom pricing, supplier relationships, and verification matter more.
This episode sets the stage for thoughtful conversations about quality, tech, and pricing. Whether you're a buyer, supplier, or researcher, this is a must-listen.
Inspired from episode: Who Really Drives B2B Sample Prices?
Listen to the full episode with “Market Mavericks” on The Collaborative Canvas Podcast—now streaming on YouTube and Spotify.
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