The 4 major Learnings from my B2B Marketing Research Startup

Jens Kuerschner
5 min readApr 23, 2022
Photo by Jeremy Bezanger on Unsplash

In 2014, we tested the first version of our market research software Placedise with many potential clients and partners. There were many interesting insights and also new discoveries, which pushed us to some pivoting and the next version.

However, those very early learning were quite special and could help others β€” especially within the market research industry.

I somehow pointed them out in the more complex article about Placedise (you might want to read this one first), but I want to share some more details here.

πŸ’„ 1. Brands want to be deceived

Initially, we evaluated the quality of a measure on a scale from 0 to 100 %.
As stated by Dr. Ferdinand Froning to us, that is basically not usable. Not because it would be wrong, but because no one wants quality below 100 %.

Since the top was the absolute maximum, which also was quite hard to achieve, all managers would constanly question, whether our users make a good job.

As a result, we extended the scale to 140 %, so the probability of being above the 100 % increased. This was somehow a life-saving advice (thanks for that), but stayed one of our major problems.



Jens Kuerschner

Tech Founder, Leader, End-to-End Product/Program Manager, Full-Stack Developer, Marketing and Digitalization expert. πŸš€