How 730+ B2B buyers actually decide in 2026
Download the 2026 B2B Buying Decisions Report TODAY
Edition 02 - Now Available
The 2026 B2B Buying Decisions Report
A year on from our first edition, we asked B2B buyers the same questions again, plus new ones on AI, decision timelines and what gets a supplier eliminated before any conversation happens.
The changes in twelve months are sharper than we expected.
- 89% trust referrals most.
- 57% have bought without speaking to a salesperson.
- 54% use AI to research suppliers.
- 82% reject pushy sales tactics outright.
What's inside?
- Roles, processes and decision timelines. Who decides, how fast, and what’s changed since 2025.
- Where buyers go and what they trust. The biggest year-on-year shifts in research behaviour.
- What clinches it — and what gets you eliminated. The new disqualifiers, and the rising emotional factors.
- AI in the buying process. How buyers are using it, how much they trust it, and what it means for your website.
- Six things you can do tomorrow. Practical, opinionated actions every B2B supplier can take this week.
Why read it?
- The only UK study tracking this year-on-year. Comparable cohort, same questions, second year running.
- 730+ respondents. UK, Ireland, and beyond, across six sector groups.
- Honest analysis. Including where the data has limits. We flag the caveats.
- Read in 25 minutes. Skim in five. Designed to be useful, not exhaustive.
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