The Human Dynamics of B2B Decision Making

While organizations aspire to operate with objective, data-based processes, the reality is that many complex human and subjective factors are involved in most business decisions. This is an area where stated intentions often diverge from actual behavior – and it’s a place where insight and context is critical. Understanding and weighting the dynamics around decision-making can give B2B brands a crucial edge in a competitive environment.

B2B leaders are not just another sample – their time is more valuable and their cynicism is high, Few suffer fools gladly, and they expect an informed, thoughtful discussion. The Vital Findings team has deep category knowledge, and with a mix of different methods, engage decision makers at their level to explore underlying needs and pressures. While leaders have professional responsibilities, it is often their personal motivations that are most relevant to the way a decision unfolds.

We’ve partnered with brands across various industries, including technology, healthcare, and insurance. Our work with VP and C-level leaders maps out complex, and often extended purchase journeys. We identify the vectors of influence and opportunity, where brands have the most potential to stand out.