What B2B International does

B2B International is a specialist business-to-business market research consultancy founded in 1998 and headquartered in London, with a registered entity structure as a trading division of Dentsu UK Limited within the dentsu global media group. The firm's core offering is bespoke market research built from the ground up for enterprise clients, delivered through a portfolio of service lines covering Brand & Communications Research, Customer Research & Segmentation, Markets & Opportunities Research, Product, Proposition & Pricing Research, and Thought Leadership Research. Methodologically, it combines quantitative techniques (online surveys, CATI) with qualitative techniques (in-depth interviews, focus groups), desk research, and a set of interactive research tools. A signature asset is the Superpowers Index, an annual flagship longitudinal study of B2B buying behavior produced in collaboration with dentsu B2B that has tracked 16,000+ buyers and 35,000 brand experiences across 21 markets over five years.

The firm monetizes exclusively through professional-services engagements, with custom project-based pricing tied to scope, methodology, sample size, geographic coverage, and deliverables, typically delivered under multi-year contracts. Go-to-market is sales-led and direct, with research experts engaging B2B brands through a 14-office network spanning the UK (London, Manchester, Edinburgh), the United States (Columbia MD as North American HQ, plus Chicago, New York, Boston, and Los Angeles), Germany (Düsseldorf, Munich, Frankfurt), China (Beijing as Asia-Pacific HQ), Singapore, and Australia (Sydney). Fieldwork extends to 145+ countries with 46 in-house languages and 200,000 professionals interviewed annually, supporting named enterprise clients such as Honeywell, Vodafone, Samsung, Henkel, AkzoNobel, and BP Castrol. Customer count is reported as 900+ B2B brands served, including half of the world's 100 largest companies, across verticals spanning aerospace, automotive, chemicals, construction, financial services, healthcare, IT/technology, manufacturing, and others.

The business is structurally embedded within dentsu and operates as a wholly-owned subsidiary rather than an independent or venture-backed entity; there are no disclosed funding rounds, no M&A activity, and no publicly disclosed revenue figures. Marketing is anchored on thought leadership, including the Insights Hub content library, the B2B Insights Newsletter, the B2B Insights Podcast, and the Superpowers Index publication as a top-of-funnel demand-generation vehicle.

Name

B2B International

Legal name

Dentsu UK Limited

Website

https://b2binternational.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

B2B International is a London-headquartered, dentsu-owned B2B market research consultancy founded in 1998 that delivers bespoke quantitative and qualitative research for large enterprise B2B brands across 25+ verticals, supported by a 14-office global network and the annual Superpowers Index study of B2B buying behavior.

Ownership category

akta.pro rank

Product category

B2B Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• B2B market research
• Brand tracking research
• Customer segmentation research
• Market opportunity assessment
• Competitive intelligence research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Market Research Services: B2B International generates revenue through bespoke market research consulting services. They conduct custom research programs for clients across various industries, providing insights and intelligence to help B2B brands make better decisions and drive business growth. Revenue is derived from project-based consulting engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

B2B International provides bespoke B2B market research services for enterprise and mid-market B2B brands, delivered as custom research programs built to client specifications. The firm's service portfolio spans Brand & Communications Research, Customer Research & Segmentation, Markets & Opportunities Research, Product & Proposition Research, and Thought Leadership Research, executed through quantitative, qualitative, and mixed-method approaches across more than 145 countries and 46 in-house languages.

Product overview

B2B International is a B2B market research company offering a portfolio of research services rather than a software product. The core offerings include Brand & Communications Research, Customer Research & Segmentation, Markets & Opportunities Research, Product & Proposition Research, and Thought Leadership Research. These services are delivered through various research methodologies including Quantitative Research, Qualitative Research, Focus Groups, and Online Surveys. The company also publishes research reports such as The Superpowers Index. Services are provided across multiple industry verticals including aerospace, automotive, chemicals, construction, financial services, healthcare, IT/technology, manufacturing, and others, with global offices spanning the UK, Europe, North America, and Asia-Pacific.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand & Communications Research B2B market research services that align brand positioning with key value drivers, track brand health, strengthen brand equity, and ensure communications resonate with target audiences. Used by B2B brand and communications leaders.
• Customer Research & Segmentation Research services that identify what matters to customers and stakeholders, map buyer and customer journeys, benchmark experiences, and segment markets to capture more value. Used by B2B customer strategy and insights teams.
• Markets & Opportunities Research Research services that discover growth opportunities, understand market dynamics, and develop go-to-market plans to drive business success. Used by B2B strategy and business development leaders.
• Product, Proposition & Pricing Research Research services that explore new and enhanced solutions, align value propositions with market needs, and optimize product bundles and pricing for profitability. Used by B2B product management and proposition teams.
• Thought Leadership Research Research services that create impactful, evidence-based content to boost brand credibility and cut through industry noise. Used by B2B marketing and content strategy leaders.
• The Superpowers Index Annual global study of B2B buying behavior conducted in collaboration with dentsu B2B, surveying over 16,000 buyers and tracking 35,000 brand experiences across 21 markets over 5 years. Published as a flagship research report for B2B brands and the wider industry.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• dentsu B2BflagshipStrategic or Co-development Partner · 1 January 2025B2B International collaborated with dentsu B2B to conduct the 2025 Superpowers Index, the largest global study of B2B buying behavior. This partnership combines B2B International's research expertise with dentsu B2B's resources to produce the annual flagship research report surveying over 16,000 buyers and tracking 35,000 brand experiences across 21 markets.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Illuminas: Illuminas is a UK- and US-based specialist B2B market research firm focused on brand and communications research, customer research and thought leadership studies, competing head-to-head with B2B International for enterprise client assignments in similar verticals.
• Kadence International: Kadence International is a B2B market research consultancy delivering qualitative and quantitative work across multiple global markets, similar in bespoke methodology mix, vertical specialization and mid-sized project portfolio to B2B International.
• Gongos (now part of Ipsos): Gongos was a specialist B2B and customer research firm comparable in positioning, methodology and enterprise client base before its acquisition by Ipsos; remains a directly comparable capability set within Ipsos' portfolio.

Broad incumbents

• Frost & Sullivan: Frost & Sullivan is a large global research and consulting firm covering B2B verticals including IT, chemicals, healthcare and industrial — overlapping with much of B2B International's industry coverage and competing for similar enterprise insight engagements at greater scale.
• IDC: IDC is a leading global B2B-focused market intelligence firm with deep coverage of IT, technology and industrial buyers, frequently competing with B2B International on enterprise technology and industrial buyer-behavior studies worldwide.
• Ipsos: Ipsos is a top-tier global market research group offering quantitative and qualitative research across B2B and B2C, with dedicated B2B and brand-tracking practices that overlap with B2B International's service portfolio.
• Kantar: Kantar is a global research and insights group with strong brand-tracking, communications effectiveness and customer-experience offerings, competing with B2B International for brand and communications research mandates at global enterprises.
• Mintel: Mintel is a global market research publisher with extensive B2C coverage and growing B2B-focused subscription products, an adjacent competitor for clients seeking syndicated market intelligence in addition to bespoke work.

Emerging players

• Mordor Intelligence: Mordor Intelligence is a fast-growing research firm offering syndicated and custom B2B market studies across industries, an emerging low-cost alternative for clients who might otherwise commission B2B International for tailored projects.
• The Market Intelligence Group: The Market Intelligence Group is a specialist B2B market research and competitive intelligence provider similar in service mix and client profile to B2B International, though typically with smaller global footprint and narrower vertical depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/b2b_insight
• LinkedInlinkedin.com/company/b2b-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about B2B International