B2B Surveys, NPS & Customer Insights
for Nordic Companies
We specialize in in-depth B2B research – from NPS and brand awareness to communication analysis and international studies. All with clear connection to business value.
What we offer in B2B
Every research project is customized. We always start by understanding your business objectives – then we select the method and design.
In an increasingly competitive B2B market, customer satisfaction is not a soft issue – it's a strategic metric with direct impact on churn, loyalty, and profitability.
We customize customer surveys and NPS studies to give you a complete picture of the customer relationship – overall and by segment, market, or customer category.
- NPS mapping by market, district and customer category
- Identification of the most critical improvement areas
- Correlation analysis to assess the impact of questions
- Management Summary with concrete action recommendations
- Ability to compare over time (longitudinal measurement)
How strong is your brand among your customers and prospects? We measure brand awareness, image, and loyalty – and map how your core values are perceived versus competitors.
- Unaided and aided brand awareness
- Brand image and association analysis
- Competitive comparison and positioning map
- Differentiation and unique value propositions
Brand tracking on 1 to 10+ export markets. Native-speaker panels in 50+ countries, multi-country comparison of awareness, image, purchase intent and price-premium potential. For Swedish companies that want to know how their brand actually works outside Sweden.
- 50+ export markets (Europe, USA, Asia on request)
- Native-speaker panels with local context
- Multi-country comparison in one report
- Basic 65 000 kr / €5 850 · Standard 145 000 kr / €13 050 · Extended 250 000+ kr / €22 500+ · Enterprise on quote
Does your message reach your audience? We analyze which channels, messages, and formats actually engage your target group – and identify gaps between your communication and what your audience needs.
- Channel preferences and media behavior of target audience
- Perception of current communication and messaging
- Content preferences and information needs
- Recommendations for optimized communication strategy
How do your customers experience your website, customer portal, or digital services? We evaluate usability, navigation, information architecture, and conversion.
- Usability analysis of websites and digital channels
- Identification of friction points in the digital customer journey
- Recommendations for improved conversion and engagement
Satisfied employees deliver better service and create more satisfied customers. We conduct structured employee surveys that map engagement, leadership, and company culture.
- Engagement, satisfaction, and loyalty
- Leadership and communication
- Identification of churn risk factors
- Action plan for improved company culture
Deep interviews internally and externally, gap analysis between self-image and customer experience, prioritised innovation backlog and brand recommendation. Fixed project price, one-off engagement with ~24 month repeat cycle.
- 5–15+ deep interviews (internal + external)
- JTBD and 5 Whys methodology
- AI-pipeline for transcription and thematic coding
- Basic 45 000 kr / €4 050 · Standard 95 000 kr / €8 550 · Deep 160–180 000 kr / €14 400–16 200
We conduct research in 17 languages via web surveys and telephone interviews with native speakers. An ideal partner for Swedish industrial companies with global reach.
- Swedish, Norwegian, Danish, Finnish, English
- German, French, Spanish, Portuguese, Mandarin and more
- Cultural adaptation of questionnaires and methodology
- Comparable reporting by market and region
The buying journey through your customer's eyes. Systematic walkthrough of the e-commerce conversion flow from your personas' perspective – with a prioritised action list, not just observations.
- Persona-based simulation of the actual buying journey
- Identification of friction points from homepage to checkout
- Prioritised action list ranked by conversion impact
- Delivered within 10 working days
Your website through your target audiences' eyes. A review of the B2B website from multiple stakeholder perspectives — service technicians, buyers, evaluating purchasers, consultants and job seekers.
- Three dimensions: visitor experience, brand congruence, content and SEO match
- Per-persona measurement of how well the site fulfils each visit purpose
- Detailed action list ranked by expected impact on contact frequency
- Delivered within 14 working days
Your brand image through the market's eyes. Ongoing monitoring of how your brand is perceived online — plus the Pro add-on for in-depth media monitoring as a foundation for PR and communications.
- Reviews, industry media, forums, social channels and search engines
- Three tiers: Basic (Reputation Mirror), Standard (Market Pulse), Extended (Group View)
- Pro add-on: media angles, industry conversations and event patterns for PR
- Monthly, quarterly or semi-annual delivery
Reports that provide clear answers
Every survey results in a professional report with Executive Summary, prioritised recommendations and measurable KPIs. Here is a selection from actual deliveries.
Faster insights.
Deeper analysis.
We use proprietary AI tools to analyze open-ended responses, identify patterns, and deliver insights faster than traditional methods.
Sentiment Analysis
AI-driven categorization of thousands of text responses. We automatically identify positive, negative, and neutral themes – and flag critical signals.
Trend Identification
We track changes in customer behavior and attitudes over time and identify early warning signals before they show up in revenue figures.
Custom AI Tools
We build customized AI solutions for your specific processes – from customer analysis and segmentation to automated reports for leadership.
How we collect data
We choose our method based on what delivers the best data quality for your specific project – not what's easiest to administer.
Web Surveys
Fast and cost-effective. Ideal for large volumes and quantitative measurements.
Telephone Interviews
Higher response rates and more detailed responses. Conducted by experienced interviewers in local language.
In-Depth Interviews
Qualitative conversations with key stakeholders to understand underlying drivers and decision-making processes.
Consumer Panels
Access to representative consumer panels for quick insights on specific target audiences.
From first conversation to finished action plan
Every project starts with us understanding your situation in depth. Here's what a typical engagement looks like – from first contact to delivered insight.
Free 30-minute call
We listen to what decisions you need to make, what you already know and where the gaps are. No prep required – just tell us where you stand and we take it from there.
Needs analysis and proposal
Based on the call we sketch the right method, the right audience and the right questions for your purpose. You get a clear project brief and a fixed price before we start – no surprises.
Survey design
We design the questionnaire or interview guide in close dialogue with you. The questions measure what actually drives your business decisions – not generic items that look good on paper.
Data collection
We run the study via web, phone, in-depth interviews or consumer panels – in English, Swedish or up to 17 other languages with native speakers. You don't have to do anything during this phase.
Analysis and reporting
We combine AI-driven analysis with manual expert review. You get a report tailored to your decision-makers – not a data document, but a basis for action.
Walk-through and action plan
We present the results together with you and build a prioritised list of what to do next. You leave the meeting with a clear next step – not just numbers.
5 insights that separate companies
with loyal customers from the rest
Based on 20+ years of customer research and hundreds of projects. Learn which measurable factors determine whether your customers stay – or switch to a competitor.
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We never share your email with third parties.
What you'll want to know before starting
Short, straight answers to what we're asked most often. Missing something? Call +46 70-833 00 04 or send us a message.
What is a B2B survey?+
A B2B survey is a structured research method where companies collect feedback from their business customers, prospects, or stakeholders to improve products, services, and customer relationships. Unlike B2C surveys, B2B surveys typically involve smaller respondent groups (often 80–150 decision-makers), focus on relationship and decision-process questions, and require careful coordination since each respondent represents a high-value account.
What is B2B NPS?+
B2B NPS (Net Promoter Score for business customers) measures how likely your business customers are to recommend you to peers, on a 0–10 scale. The score equals percentage Promoters (9–10) minus percentage Detractors (0–6). B2B NPS benchmarks differ from B2C — a score of 30–50 is considered strong in B2B manufacturing, while consumer brands often score higher. The real value lies in understanding why customers score the way they do, not the number itself.
How do you conduct a B2B customer survey?+
At Alba, a B2B customer survey follows a proven 5-step process: (1) Define objectives with leadership, (2) Map and segment the customer base, (3) Choose method — typically a mix of online survey plus phone interviews with key accounts for 80%+ response rates, (4) Field the survey in your customers' native language — we work in 17 languages, (5) Deliver a structured report with prioritized recommendations and a leadership-ready summary. Most B2B projects take 3–5 weeks.
How much does a B2B NPS survey cost?+
A B2B NPS survey from Alba starts at SEK 30,000 for a customer base with an existing list. Pricing scales with the number of respondents, languages required, and whether you add phone interviews with key accounts (which lift response rates from around 10% to 80%+). For multi-country international studies the typical range is SEK 60,000–150,000. We provide fixed-price quotes — no hourly billing.
What's a good response rate for B2B surveys?+
For online-only B2B surveys, response rates typically fall between 9–15%. With phone interview follow-ups on key accounts, Alba achieves 80%+ response rates — which is 5–8x the industry standard. Higher response rates mean more reliable insights, especially when you're trying to understand specific accounts rather than aggregate trends. We design every B2B project around hitting the response rate that matches your analytic needs.
What's the difference between B2B and B2C surveys?+
B2B surveys are designed around longer buying cycles, smaller respondent populations (often 80–500 decision-makers), and complex stakeholder dynamics — purchasing decisions often involve 5–7 people. B2C surveys typically reach thousands of consumers and focus on emotional drivers, brand affinity, and purchase intent. Methodologically, B2B benefits from phone interviews and longer questionnaires; B2C favors short mobile-optimized surveys with high response rates from large samples.
How long does a project take?+
It depends on the scope. An NPS study with 100–200 respondents typically takes 3–5 weeks from kick-off to delivered report. Larger international projects take 6–10 weeks. You'll always get a clear timeline in the proposal phase.
What do we need to prepare?+
Nothing for the first meeting. All we need is your customer list or a description of the target group – which we often map together. We handle the rest.
What do we receive?+
A structured report tailored to your organisation, with results, analysis and prioritised recommendations. On request we also provide a management summary for the leadership team and a more detailed data appendix for those who want to dig deeper.
Can you run studies outside Sweden?+
Yes. We run studies in 17 languages with native speakers via web and phone. We've delivered projects in over 57 countries for Swedish companies with international operations.
How many respondents do we need?+
It depends on the purpose. For a B2B customer study, 80–150 respondents is often enough for statistically reliable results. For consumer studies we typically work with 500–1,000 respondents. We always recommend the level that gives you a credible basis for decisions – not more for the sake of it.
What does it cost?+
Pricing varies with method, number of respondents and languages. An NPS study for a B2B company with an existing customer list starts from SEK 30,000. International and multilingual projects naturally cost a bit more. Contact us for a no-obligation quote.
Do you work with confidentiality and GDPR?+
Yes. We comply with GDPR and the industry's ethical guidelines for market research. Respondent answers are always anonymised unless otherwise agreed. We never share raw data with third parties.
Which research fits your needs?
We help you choose the right approach. Book a free 30-minute meeting – we listen to your needs and present a customized proposal.
30 min · free of charge · no preparation needed