Who are the Global Business Influencers?
By definition the Global Business Influencers are a very niche group. They represent less than 1% of the population. But, taking into account their influence, spending power, and the corporate budgets they control, they are a disproportionately important audience for B2B marketers. They represent the key to profitability for sectors such as: finance, luxury goods, and cars, airlines, and hotels. We speak to 11,853 of them across Asia (including China and Japan), Europe, the US, and for 2018 we added Australia and the Middle East – and ran a pilot in India This takes the total number of countries covered to 23, representing 72% of the world’s GDP.
A hard to reach audience
As you’d expect with a unique audience such as this, they’re incredibly difficult to speak with. You can’t reach them via general population surveys; they’re just too small to pick up. For instance, the proportion of the population who are c-suite is tiny. This is where GBI comes in. It focuses on senior business people in medium and large companies. It’s used extensively by the media industry globally to understand this vital audience.
With so much going on in the world, the way these individuals make decisions has, arguably, never been more important. It’s worth noting that during the presentation we’ll draw on three sets of research.
- The main GBI Asia-Pacific dataset, which has a sample of 6,544. The main GBI Europe dataset, which has a sample of 3,062. The main GBI USA dataset has a sample of 1,430.
- Global data from our annual GBI Barometer survey, which spoke to 726 business influencers across the world.
- Conversations we had with Global Business Influencers.
For a detailed explanation of the European findings please see the below recording of Senior Director, James Torr presenting at the Charlotte Street Hotel at the end of September 2018.
Download the 2018 launch presentations:
The Global Business Influencers survey 2018 brochure provides more information on the survey and insight into the lives of senior business executives.