New: Issue Two is here

B2B Buyer Research,
Straight from the Source

Most B2B research asks people what they think they’d do. Ours is different: it’s built from what real buyers actually typed, unprompted, while researching a real purchase. No panels. No surveys. No hypotheticals.

Demand AI’s content experiences generate a dataset to which no analyst firm, survey vendor, or competitor has access. The latest issue of The B2B Buyer Curiosity Index draws on 230,315 leads delivered across 14 markets, and it’s out now.

See what’s inside

  • markets in which Demand AI has delivered leads, across NORAM, EMEA, and APAC.

  • leads delivered.

  • English-language organic buyer questions analyzed.

The data behind every Demand AI report

Every report in this series is built on the same foundation: real questions typed by real B2B buyers inside Demand AI’s AI-powered content experiences. When a buyer engages with sponsored content through our platform, they can type their own question, choose a suggested one, or ask for a summary. We isolate the moments they typed their own words — the most spontaneous, revealing signal available anywhere in B2B marketing — and turn it into research no one else can produce, because no one else has the underlying engagement.

That means every finding in this series answers a simple question: what are B2B buyers actually curious about, right now, in their own words?

Published on a quarterly cadence

New editions are released quarterly. Issue One covered campaigns through August 2026. Issue Two extends the dataset through October 2026 and revisits Issue One’s findings on the larger sample. Every issue includes a Global report and focused regional editions for NORAM, EMEA, and APAC, so you can go broad or drill into the market that matters most to you.

  • Global
  • NORAM
  • EMEA
  • APAC
Cover of The B2B Buyer Curiosity Index, Issue Two, Global Edition
Latest research | Issue Two

The B2B Buyer Curiosity Index

What B2B Buyers Are Really Asking

Issue Two of our flagship research series is built on 230,315 leads delivered across 14 global markets, and 30,966 organic, spontaneous buyer questions. It shows what’s on B2B buyers’ minds as 2026 closes: which industries are most anxious about security, how seniority shapes what a buyer asks about, and where one region stands apart from the other two.

  • C-Suite buyers are 2.4 times more likely to ask about ROI and cost than individual contributors, and the pattern holds even with the largest contributing campaigns removed.

  • Security and risk make up 15.6% of Government buyers’ organic questions, the highest of any industry and almost double the rate in Manufacturing (8.3%).

  • Just 14.6% of EMEA buyers’ organic questions are about AI and automation, compared with 25.1% in NORAM and 26.4% in APAC. EMEA is the region that stands apart.

“What OWASP benchmarks are relevant to AI security testing?”

— a real question typed by a Government buyer, unprompted

Industry breakdowns. Regional variation across NORAM, EMEA, and APAC. The full seniority analysis. A new Quarter-over-Quarter section that revisits Issue One. It’s all in the report. Enter your details to get the complete findings.

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More research

Explore by Region

The Global edition tells the worldwide story, but buyer curiosity looks different depending on where in the world you’re selling. Explore the regional cut that matters most to your market.

Cover of The B2B Buyer Curiosity Index, Issue Two, NORAM Edition
NORAM

NORAM Edition

The sharpest seniority gap we track: C-Suite buyers in NORAM ask about ROI and cost 3.0 times more often than individual contributors, and the pattern holds up under every robustness check. Government leads on security and risk (18.2%), Insurance on AI and automation (32.8%).

Cover of The B2B Buyer Curiosity Index, Issue Two, EMEA Edition
EMEA

EMEA Edition

C-Suite and Founder-level buyers account for 41.9% of the EMEA questions where a job title is captured, about twice NORAM’s share (20.2%). Banking leads on security and risk (14.2%), Software & Technology on AI and automation (16.0%).

Cover of The B2B Buyer Curiosity Index, Issue Two, APAC Edition
APAC

APAC Edition

Banking and Government buyers lead on AI and automation curiosity in APAC (30.5% and 30.2%), and Government is also highest on security and risk (15.7%). C-Suite buyers show the most ROI and cost curiosity of any level, directionally.

Previous editions

Cover of The B2B Buyer Curiosity Index, Issue One

Issue One: The B2B Buyer Curiosity Index (campaigns through August 2026)

Where the series began: 179,061 leads and 23,040 organic buyer questions across 14 markets.

Methodology

Where This Data Comes From

Every finding in this series is grounded in real engagement, not self-reported opinion. We classify a question as genuinely organic only when its exact text is unique — or differs from every other response in the same campaign by even a single character. Suggested-prompt clicks and summary requests are tracked separately and never counted as organic signal. It’s a deterministic method, not a survey, and not a statistical estimate.

Every headline finding is then stress-tested. It has to hold with the single largest contributing campaign removed, and with each of the top three removed in turn, and the confidence intervals of the two groups being compared must not overlap. A finding that fails any of these checks is reported as directional rather than headlined.

No individual client campaigns or company names are ever identified in this research. Findings are always reported at the industry, seniority, or regional level. Lead counts reflect every market in which Demand AI has delivered leads; verbatim analysis uses the English-language subset of organic questions.

FAQ

Frequently asked questions

What is the B2B Buyer Curiosity Index?

The B2B Buyer Curiosity Index is Demand AI’s original research series that analyzes real, unprompted questions typed by B2B buyers inside AI-powered content experiences. It’s published quarterly, with a Global edition and regional editions for NORAM, EMEA, and APAC. Issue Two covers campaigns through October 2026.

What’s new in Issue Two?

Issue Two draws on 230,315 leads delivered across 14 markets and 30,966 organic buyer questions, a larger dataset than Issue One. It adds a Quarter-over-Quarter section that revisits Issue One’s findings, and every headline finding is tested for robustness before it is published.

How many markets does the research cover?

Issue Two draws on leads delivered across 14 markets spanning NORAM, EMEA, and APAC. Verbatim analysis uses the English-language subset of organic questions, so the breadth of buyers reached is wider than the examples quoted in the report.

How is this research different from a typical industry survey?

Traditional B2B research relies on surveys or interviews, where buyers self-report what they think or recall. This research is built entirely from real, spontaneous engagement data — the actual questions buyers typed while researching a genuine purchase, not their answers to a researcher’s question.

How often is new research published?

New editions are published quarterly. Issue Two revisits Issue One’s findings on a larger dataset, and trend comparisons against prior quarters deepen with each edition.

Who is this research for?

This research is built for B2B marketers, demand generation leaders, and sales enablement teams who want a genuine, first-party read on what buyers are curious about — beyond assumptions or anecdote.

Is the underlying data anonymized?

Yes. All findings are reported at the industry, seniority, or regional level. No individual client campaigns, company names, or personally identifiable buyer information are ever disclosed in the research.

How do I get the full report?

Enter your details in the download form on this page to access the full report immediately.