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Measuring emotion in B2B

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May 20, 2015 2:45 PM



Is the right effort and investment going in to developing relationships if multi-billion dollar business decisions are made on emotional factors? As IT and technology companies operate in an increasingly fragmented marketplace, who makes the key decisions and why in this sector? A bespoke survey methodology generated valuable insight into how the dynamics of B2B decision-making work, including the extent to which being a ‘good’ company – rather than just a technically capable company – matters.

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