We are excited to once again be speaking at the Market Research Society’s B2B event this year. This year will mark the first time our Insight Manager, Harriet Williams, will speak at an industry event, and she will be joined by Stuart Hotchkiss, Business Customer Research Manager at British Gas Business (BGB), to discuss how creative storytelling helped BGB connect to customers and better understand customer debt.
For British Gas Business, maintaining positive customer relationships throughout the various stages of debt management is challenging but crucial. In partnership with FlexMR, they explored the practical, and often overlooked, emotional challenges businesses face.
Findings pointed to actionable recommendations for a wide range of stakeholders. To bridge the evidence-to-action gap, the team designed a set of creative outputs to elevate impact and help stakeholders build empathy and better understand the perspective of customers.
Attend the presentation at 1:40pm on 24th September 2025 in London to learn more about how to approach complex and sensitive subjects in B2B research and how strong storytelling and creative outputs are key to embedding impactful insights with stakeholders.
Spaces are limited, so register here to learn how global B2B companies are using data-driven insights to lead transformative initiatives. By joining, you'll be able to:
- Examine how B2B buyers are changing and what new priorities top their list
- Stay one step ahead with real-time insights: applying social listening tools across B2B platforms
- Discover how AI can enhance engagement with niche, hard-to-reach, high-value audiences
- Explore how emotionally resonant storytelling can bring B2B insights to life and foster lasting connections with your audience
- Weigh up the potential for synthetic data in B2B research
About MRS B2B
The MRS B2B conference is an exclusive, one-day event that includes speakers from British Gas, Haleon, Barclays, Dentsu, SGN, Havas People and the MRS B2B Network. It aims to connect the complex network of business insights with current trends, tools and technologies in market research to help teams deliver value in a fast changing environment. It is supported by the MRS B2B Network, a special interest group that encourages best practice, networking and knowledge sharing.
