The Research Habits of B2B Buyers

 Which sources do B2B buyers trust most when researching vendors and solutions? Which channels do they turn to most often during the early research phase? What are the top challenges they face?

To find out, Reddit and SurveyMonkey conducted a survey of 1,202 B2B decision-makers in the United States.

Respondents say the sources they trust most when researching are peer recommendations (73% say they trust) and vendor websites (55%).

B2B buyers say the channels they turn to most during the early research phase are search engines, peer recommendations, and vendor websites.

Buyers say the top challenges they face when researching B2B vendors and solutions are not knowing what information sources to trust and finding real user testimonials.

About the research: The report was based on data from a survey of 1,202 B2B decision-makers in the United States.

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