The questions are addressed to the organization’s staff. Companies are selected according to the proposed criteria (field of activity, the number of employees, annual income, respondent position, etc.). In cases where the number of organizations that meet the requirements is too small, the study may become more difficult. The opportunity to demonstrate visual materials is of great importance in obtaining expert opinion.

Advantages of B2B interviews:
– ability to receive information from professionals, specialists;
– ability to receive expert opinions formed within expert associations;
– ability to check existing assumptions in the discussion with organisation’s employees.

Disadvantages of B2B interviews:
– the exposure of obtained results in the current professional field study that influences the myths and settings, as well as the subjectivism of perception of survey data.