Services
B2B NATIONALLY REPRESENTATIVE RESEARCH
Get a credible view of what UK employer businesses think, need and plan to do.
The UK’s first nationally representative survey model for business decision-makers.
Survey 1,000 verified senior decision-makers using a methodology designed to reflect the economic profile of UK private-sector employer businesses. Create more authoritative evidence for PR, policy, thought leadership and strategic decision-making.
1,000
Online interviews per survey (2,000 available where needed)
Around two weeks
Typical fieldwork and data delivery
Official UK benchmarks
Quota-controlled using DBT Business Population Estimates 2025
Verified decision-makers
Screened for genuine decision-making responsibility
Start from £3,500
For 1,000 verified UK business decision-makers and up to five questions
WHEN YOUR FINDINGS NEED NATIONAL AUTHORITY
Reaching business decision-makers is only part of the challenge. You also need confidence that your research reflects economic profile of businesses across the economy.
Bespoke B2B surveys provide valuable depth into a particular sector, profession or customer group. When you need a national view, our B2B Nat Rep approach provides a broader UK employer-business benchmark.
The first of its kind, our nationally representative B2B research gives your findings greater authority, helping you make defensible decisions, strengthen thought leadership and build PR campaigns with a genuine media hook.
Use it to:
- Inform policy and strategic decisions
- Create authoritative thought leadership
- Launch credible, media-worthy PR campaigns
- Track business confidence and changing priorities
- Benchmark sectors, regions or business sizes against the national employer-business picture
Plan your B2B nat rep survey now
WHO IS IT FOR?
Our nationally representative B2B research is ideal for:
- PR and marketing agencies creating nationally relevant campaigns, authoritative thought leadership and executive content for their clients, backed by credible findings that strengthen the media hook and broaden campaign reach.
- Public affairs & strategic communications consultancies building credible evidence for policy campaigns, consultation responses, advocacy, executive advice and media engagement.
- Management consultancies & professional services firms strengthening client recommendations, quantifying market trends and developing authoritative thought leadership.
- Think tanks & policy research institutes producing credible evidence about the wider UK employer-business economy for reports, parliamentary submissions and public debate.
- Government departments, regulators & public bodies measuring business attitudes, behaviours and challenges to inform policy, evaluate programmes and monitor change over time.
- Trade associations & industry bodies benchmarking member views against the wider business population, strengthening advocacy and demonstrating the scale of challenges affecting their sector.
AN ECONOMY-WEIGHTED VIEW OF THE UK EMPLOYER-BUSINESS ECONOMY
Each survey reaches senior decision-makers across UK private-sector employer businesses with one or more employees. Businesses run only by their owner or owners, with no additional employees, are not included.
Respondent deduplication, participation limits and quality checks help ensure robust, reliable data.
The sample is quota-controlled using official Department for Business and Trade data across:
- Company size
- Region
- Industry
Company-size targets are based on turnover share by employee-size band. This gives an economy-weighted view of UK employer businesses, rather than a simple count of firms dominated by the smallest businesses.
Region and industry targets are based on business share. Final calibration weighting may be applied to correct small differences between the completed sample and the agreed targets.
The methodology was developed in discussion with the Market Research Society and is documented in line with MRS Code of Conduct transparency requirements.
Download the brochure:
FROM YOUR QUESTION TO FINAL DATA IN FOUR STEPS
Tell us what you want to understand and how you plan to use the findings.
We help you shape clear questions that support useful and publishable findings.
Your questions go to 1,000 verified senior business decision-makers as standard, with a 2,000-person option available where needed.
Receive clean data in Excel and an AI dashboard, with final calibration weighting applied where needed and transparent methodology wording to support publication.
Built for research that needs to stand up to scrutiny
“When your findings are intended to shape national debate, strengthen a campaign or support claims about UK businesses, the evidence behind them needs to stand up to scrutiny. Our nationally representative approach is designed to bring greater credibility and authority to your research.”
Thomas Carvill-Girling
Head of Corporate
FREQUENTLY ASKED QUESTIONS
It means the sample is structured against official benchmarks for a defined UK business population of UK private-sector employer businesses, rather than simply surveying people who happen to work in businesses.
Censuswide’s sample is designed to reflectthe economic profile of UK private-sector employer businesses with one or more employees. Company size is based on turnover share, while region and industry are based on business share.
The two approaches answer different questions and often work together.
Bespoke B2B research is designed around a specific audience, such as IT decision-makers, finance directors, a particular sector or a customer group. Nationally representative B2B research provides a broader UK employer-business benchmark.
Use bespoke research for depth within a defined audience. Use B2B Nat Rep when your findings need to speak credibly about the wider employer-business economy.
| Choose B2B Nat Rep when… | Choose bespoke B2B research when… |
| · You need a UK-wide employer-business benchmark.
· You want a credible national headline about UK employer businesses.Your evidence will inform policy, public debate, strategy or media work. · You want to track a national question consistently over time. |
· You need depth from a tightly defined sector, role, customer group or niche decision-maker.
· You have a long or complex questionnaire. · The decision depends mainly on a small subgroup. · You need tailored recruitment or qualitative exploration. |
Yes. A sample of 1,000 senior business decision-makers provides a credible base for national analysis when it is constructed against the appropriate business-population benchmarks.
Representativeness depends on how the sample is designed and controlled, not simply on its size. A 2,000-person option is available where a larger base or more detailed subgroup analysis would add value.
We interview owners, founders, managing directors, senior managers and other verified business decision-makers. Respondents are screened for genuine decision-making responsibility rather than job title alone.
The sample covers private-sector employer businesses of all sizes, from businesses with 1–9 employees to organisations with 250 or more employees. Businesses run only by their owner or owners, with no additional employees, are not included.
Company size, region and industry are captured for every respondent, allowing findings to be examined across different parts of the employer-business economy.
The standard sample covers all 12 UK regions and seven practical industry groups. The analysis available for any subgroup depends on its achieved base size. If your project relies on a narrower audience, we will show you the expected numbers and discuss a larger sample or targeted boost where needed.
A sample based purely on business count would be dominated by the smallest employers and would say less about where business spending, investment and employment decisions of scale are made.
Using turnover share by employee-size band gives an economy-weighted view of the employer-business population. Results can still be analysed by individual company-size bands.
National representativeness brings greater authority to your findings and strengthens the media hook. It also gives journalists and editors clearer context for how the results relate to the wider UK employer-business economy. National representativeness does not guarantee coverage. The strength of the story will still depend on the topic, questions, findings and timing. It does, however, provide PR and communications teams with a more credible foundation for media outreach, thought leadership and national commentary.
Typical fieldwork and data delivery take around two weeks once the brief and questionnaire have been agreed.
This works particularly well for planned campaigns, reports and anticipated announcements. If your research is linked to a fast-moving news event, speak to us early so we can assess the timing and recommend the most appropriate approach.
Standard delivery includes clean data in Excel and an AI dashboard, with final calibration weighting applied where needed. We also provide transparent methodology wording to support accurate reporting and publication. Subgroup tables, questionnaire support and any additional outputs will be confirmed as part of the brief.
Pricing depends on sample size, the number and type of questions, subgroup analysis, boosts and reporting requirements. Packages start from £3,500 for 1,000 verified decision-makers and up to five questions. Share your brief with us for a confirmed quote.