Even though innovation between the B2B and B2C environment is sometimes similar, there are some notable differences that businesses must take into account. Steven Shapiro focuses on the ''softer' differences between these two environments on his latest post on 24/7 Innovation. Businesses want to improve their business by reducing costs, increasing their business, and improving their effectiveness. When studying these needs organization must have a different mindset. Even though focus groups and discussions help, the best way to truly understand a business needs is to observe and map their processes. Only then will you see how your products/services can improve their business. Businesses also buy from you because it wants to provide better products and services to its customers. In this case, you could observe your customer interacting with their customer. Another option would be to hire a 3rd party to observe these interactions, and then survey the customers to get feedback. Business buyers have different motivation and needs then consumers, and so each environment must be handled with a different approach.
B2B vs B2C Innovation