In a big data world, access to research must be the key to creating meaning for everyone in business. Consent, values and access to real time data are behind three unique pieces of B2B research released this week.

Marketers need to be more conscientious about obtaining consent. The consent to store and use data that is. According to a Realtime Research survey conducted by Invisibly, most people don’t appreciate targeted marketing ads. In fact, 3 out of 4 people don’t want them at all.

Key findings from the survey include:

• 68% of respondents believe data privacy is important to them.
• 82% of respondents want to prevent companies and devices from collecting or sharing their data
• 76% of respondents don’t like getting targeted marketing ads online and want it to stop

More information: https://www.invisibly.com/insights/data-consent

There’s also new research brand consultants need to be aware of. There is a growing link between a sense of shared values and consumer behavior.

54% of consumers now want companies to take a stand on issues, even if they disagree with the company’s stance.

These findings are from a survey conducted by Vrity. Researchers studied generational differences in consumer values and how the COVID-19 pandemic has impacted brand-related purchasing behaviors.

“2020 was an inflection point for many Americans,” added Jesse Wolfersberger, CEO and co-founder of Vrity. “Some percentage always cared about brand values, but now we’ve crossed a threshold where most people care and are willing to make purchase decisions based on values. It’s the new differentiator for brands and the genie is never going back into the bottle.”

Press release: https://www.newswise.com/articles/consumer-values-brand-expectations-change-in-20202

Canadian construction managers who can access real-time performance insights can save an estimated 4.5 hours each week.

That’s according to a study commissioned by Procore Technologies, Inc., a provider of construction management software. The survey included Canadian results as well as those from organizations in the UK, Ireland, France, Germany, the Netherlands and the UAE. The research looks at the impact of construction companies having real-time insights into their project management processes — or visibility of performance — through cloud-based software.

The survey found a correlation between having visibility of performance and saving both time and money savings. Canadians surveyed estimated their time saving of 4.5 hours each week. Those results suggest an average annual savings of CAD$446,000 per business.

More information: https://www.procore.com/en-ca/ebooks/what-gets-measured-gets-managed

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Kate Baggott is a former Managing Editor of B2BNN. Her technology and business journalism has appeared in the Technology Review, the Globe and Mail, Canada Computes, the Vancouver Sun and the Bay Street Bull. She is the author of the short story collections Love from Planet Wine Cooler and Dry Stories. Find links to recent articles by following her on LinkedIn https://www.linkedin.com/in/kate-baggott-9a0306/

• B2B News for Friday, May 27, 2021: The Research Edition on Consent, Values & Construction Insights – May 28, 2021
• B2B News for Tuesday, May 25, 2021: More Stirista SaaS Data for Sales, More Digitization for Construction, Learning Opportunities for B2B – May 25, 2021
• B2B News for Thursday, May 20, 2021: Brothers Join Forces at VIBRANT, Another Salesforce Consulting Firm Acquisition, Content & Wireless Network Partnerships of Questionable Value – May 20, 2021