Focus groups
What is a pre-screener? A plain guide to study invitations
Pre-screeners decide who gets invited to focus groups, interviews and product tests. Here is how they work, and how you are rewarded either way.
B2B research: how professionals are invited to studies
Not all research is about what you buy at the supermarket. Business-to-business, or B2B, research asks people about their work: the software they use, the suppliers they choose and the problems they solve. If you have professional experience, your view is in demand.
Key points
- B2B research asks people about their professional roles, purchases and decisions.
- Studies often need specific job titles, industries or company sizes, so profiles and verification matter.
- Incentives are usually higher than consumer studies, because professionals' time is limited and hard to find.
- You should never share confidential information about your employer, and some employers have rules about taking part.
What B2B research is
B2B stands for business to business. B2B research helps companies that sell to other businesses understand their customers. Examples include:
- a software company learning why IT teams choose one security product over another
- a logistics firm asking warehouse managers about delivery delays
- an equipment maker testing a new machine with factory engineers
- a bank exploring what small business owners need from a business account
- a medical supplier interviewing hospital purchasing teams
Participants might be office workers, managers, technicians, business owners, procurement specialists, engineers, IT staff or senior executives.
How professionals are invited
B2B studies usually need a precise mix of people, for example "IT decision makers at companies with 500 or more employees in Germany". That is why your work profile is so important. Useful details include:
- your job title and level of seniority
- your industry
- the size of your organization
- your role in buying decisions, such as whether you recommend, approve or use products
- the tools and services you use at work
Keeping this up to date after a promotion or job change helps you receive studies you genuinely fit.
Verification
Because B2B studies pay more, they attract fraud. Researchers often verify professional participants to make sure they are who they say. This might involve:
- confirming your job title through a short call before an interview
- asking detailed questions that only someone in the role could answer
- checking a professional profile you choose to share
Verification protects the study and honest participants. A legitimate research team will never ask for your work login details or confidential company documents.
Share experience, not secrets. Talk about your role, your challenges and your opinions. Do not reveal confidential information such as unreleased plans, pricing agreements, client names or internal data.
Typical formats
- Online surveys, often 15 to 30 minutes.
- In-depth interviews by phone or video, usually 30 to 60 minutes.
- Online focus groups with other professionals.
- Usability tests of business software or websites.
We explained interviews in more detail in our guide to in-depth interviews.
Incentives
Professional studies usually pay more than consumer studies. Specialists are harder to find, their time is limited and studies often require more expertise. Interviews with senior roles or niche specialists can carry substantial incentives. The amount is always stated before you accept.
Employer rules and conflicts of interest
Before taking part, consider your employer's policies:
- Some organizations, especially in government, healthcare and finance, restrict employees from accepting payments from third parties.
- Some companies require you to declare outside activities.
- If you are asked about a competitor or a supplier you manage, consider whether there is a conflict of interest.
If in doubt, check your employee handbook or ask your manager. Some participants choose to donate their incentive to charity when they cannot accept it personally. Ask the research team whether that option exists.
Speaking as yourself
In most studies you speak as an individual professional, not as an official representative of your company. Researchers report findings anonymously, for example "a procurement manager at a large manufacturer said...", without naming you or your employer.
Common questions
Do I need to be a senior manager to take part?
No. Many studies need people who use products day to day, not just those who sign off purchases.
Can I take part if I am self-employed?
Yes. Small business owners and freelancers are an important group in B2B research, especially for software, banking and services.
Will my employer know I took part?
Not from us. Your participation and answers are confidential. Results never identify you or your organization.
