C-Level & board
CEOs, CFOs, COOs, CTOs, CMOs and board-level decision-makers in companies of all sizes across European markets.
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B2B audiences we reach for your data collection
The value of B2B data collection depends entirely on reaching the right professional. Norstat recruits and verifies B2B respondents across Europe by role, seniority, sector, company size and decision-making responsibility. Explore the 12 audience types we collect data from, and follow through to each audience page to understand how we recruit and verify them.
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B2B audience types
Every audience type has a dedicated page covering how we recruit and verify that specific professional group, which data collection methods work best and what feasibility looks like across European markets.
Browse by audience type
Each audience page covers recruitment approach, verification method, feasibility across European markets and typical data collection use cases.
Business owners & founders
Founders, entrepreneurs and owner-managers in SMEs and scale-ups, across all sectors and company sizes.
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General managers & managing directors
Senior operational leaders with P&L responsibility and broad decision-making authority across business functions.
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Finance & procurement
CFOs, finance directors, procurement managers, category leads and budget holders responsible for supplier selection and spend.
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IT decision-makers
CIOs, IT managers, heads of digital, product leaders, cybersecurity specialists and technology architects.
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HR & workforce planning
CHROs, HR directors, talent managers, L&D leads and workforce planning professionals across sectors.
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Marketing & growth
CMOs, brand managers, marketing directors, demand generation leads and growth professionals.
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Operations & supply chain
COOs, operations managers, supply chain directors, logistics leads and process improvement professionals.
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Sales & commercial
Sales directors, commercial leads, business development managers and account management professionals.
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Technical & engineering experts
Engineers, product compliance specialists, R&D managers, technical architects and domain experts in specialist sectors.
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Compliance, ESG & regulatory
Compliance officers, ESG leads, legal counsel, regulatory affairs professionals and sustainability managers.
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Public sector & policy
Policy officers, public administrators, regulators, procurement leads and public service managers across European markets.
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We recruit by what professionals do, not just their title
Job titles vary enormously between companies, sectors and countries. We define target audiences by role function, decision-making responsibility and professional context, then confirm through screening and verification that respondents genuinely match before they participate.
B2B panel
Access to verified business professionals who have joined through invite-only processes. Suitable for repeatable B2B data collection among clearly defined roles, with participation managed to protect data quality.
Custom recruitment
Targeted recruitment for niche, senior or low-incidence B2B audiences. Respondents are sourced through controlled outreach based on defined professional criteria and invited directly to participate.
LinkedIn & digital outreach
For narrow or hard-to-reach professional groups, we combine LinkedIn-based targeting, curated contact data and email outreach to reach the right audience when panel coverage is limited.
Verified professionals, not just panel members
Layered verification across every audience type
All B2B respondents are verified to confirm they are genuine professionals who match the defined target criteria. Depending on the audience and project requirements, verification can include business email checks, company-domain matching, LinkedIn profile review, job-title and sector screening, and additional quality controls for senior or specialist roles.
The level of verification is agreed upfront based on audience complexity and the decisions the data will support.
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The same audience standard across 30 countries
Consistent recruitment across european markets
Audience availability, seniority structures and professional norms vary between markets. We assess feasibility by audience type, country and incidence before fieldwork begins so the scope is realistic. Recruitment criteria and verification standards are applied consistently across all countries so data is directly comparable whether you are collecting from Germany, France, Poland or the Nordics.
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B2B data collection in numbers
22
Markets with local expertise
800
B2B projects every year
45
countries covered
100
percent flexibility across quant and qual
Not sure if your audience is reachable?
Send us your target role, sector, company size and countries, and we will come back with an Audience Check — feasibility, recommended verification and an indicative recruitment approach.
Audience check
Frequently asked questions
Can you recruit senior or C-level professionals for B2B data collection?
Can you reach specialist or hard-to-find professional audiences?
How do you verify that B2B respondents are who they say they are?
Can you recruit B2B audiences across multiple European countries?
What is the difference between your B2B panel and custom recruitment?
Ready to reach the right B2B orofessionals?
Tell us your target audience, sector, seniority level and markets, and we will recommend the right recruitment approach, verification and fieldwork plan.
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