B2B recruitment: decision-makers and professionals for qualitative research
For institutes, agencies, procurement and product teams who need to speak with people genuinely involved in decisions – not just people whose job title sounds like it.
What this service is for
In-depth interviews and workshops with decision-makers, specialist users, buyers, IT leads, freelancers or specialists in particular industries – remote or on site. B2B audiences are smaller, busier and harder to verify than most B2C profiles. That is exactly why they need more verification, not less.
What we need in the briefing
- Which decision or task is at the centre (e.g. selection, budget approval, daily use)
- Role in the decision process rather than just job title
- Industry, company size, region and any exclusions (competitors, agencies, consultants)
- Format, duration, time slots – B2B appointments often fall outside usual slots
- Confidentiality requirements, NDA and what participants may learn about the client
What we look for in selection
- Actual involvement: we ask how the last relevant decision was made, who was involved and what role the person actually played.
- Professional plausibility: where appropriate, we cross-check statements against publicly available professional sources – such as company websites or professional profiles.
- Subject depth on the phone: someone who only claims a role usually reaches their limits quickly when asked about concrete processes, tools or criteria.
- Availability clarified realistically, including a possible alternative appointment.
- Confidentiality: participants learn only what they need to take part; client information is shared only as agreed.
Process
- Define the audience by decision role and assess feasibility openly
- Screener with behaviour and process questions rather than a title check
- Outreach via our own contacts, professional networks and referrals
- Personal phone call and – where appropriate – cross-check against public professional sources
- Scheduling with confirmation and reminder; backups as agreed
- Early, concrete feedback if criteria should be adjusted
What you receive
- Profile overview with role, decision involvement and agreed characteristics – without unnecessary personal data
- Schedule and clear communication routes
- Open notes on profiles that only partly fit, so you can decide
What drives effort and timing
Rarity of the role, industry and size filters, number of criteria, verification effort, session length, desired timing and an incentive level that fits the audience. We do not quote flat prices without project context. The project assessment gives a non-binding first orientation; a binding offer follows after personal review.
Reach and team
We recruit across Germany – in major cities as well as smaller towns and rural regions – for remote sessions and on-site appointments. Insight Fox is run by the WMM GmbH team, which has worked in qualitative fieldwork since 2004. Insight Fox was launched in 2026 as its specialised participant recruitment brand.
Frequently asked questions
Is a job title enough as a criterion?
Rarely. Titles mean different things in different companies. We prefer to define criteria by the actual role in the process and verify it in conversation.
How do you handle confidentiality?
We give participants only the information they need to take part and implement NDA processes on request. Participant data is shared sparingly and only to the agreed extent.
What if the audience is too narrow?
Then we say so early and propose concrete alternatives – such as adjacent roles, more time or adjusted quotas – rather than quietly loosening criteria.