Research

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 no analyst firm, survey vendor, or competitor has access to — and we’re turning it into ongoing, original research for marketers and demand generation leaders.

See what’s inside

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, each with fresh data and trend lines that get sharper with every cycle. Editions include a Global report and focused regional editions for the Americas, EMEA, and APAC — so you can go broad or drill into the market that matters most to you.

  • Global
  • Americas
  • EMEA
  • APAC
Cover of The B2B Buyer Curiosity Index
Latest research

The B2B Buyer Curiosity Index

What B2B Buyers Are Really Asking

Our flagship research series, built on 179,061 leads and 23,040 organic, spontaneous buyer questions across 14 global markets. This edition uncovers what’s really on B2B buyers’ minds in 2026 — from the industries most anxious about security, to the surprising seniority level asking about ROI twice as often as anyone else in the room.

  • 25% of every spontaneous question B2B buyers typed is about AI and automation — across every industry, not just tech.

  • Government-sector buyers ask about security and risk 2x more often than Retail buyers — the sharpest industry gap in the dataset.

  • C-Suite buyers are 2x more likely to ask about ROI and cost than individual contributors — seniority, not industry, is the sharpest predictor of what a buyer asks about.

“How does AI fit into a zero-trust security architecture for campuses?”

— a real question typed by a B2B buyer, unprompted

Industry breakdowns. Regional variation across the Americas, EMEA, and APAC. The full seniority analysis. It’s all in the report — enter your details to get the complete findings.

Instant PDF download. Takes 30 seconds.

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, Americas Edition
Americas

Americas Edition

The sharpest seniority gap in the dataset: C-Suite buyers here ask about ROI almost 5x more than individual contributors.

Cover of The B2B Buyer Curiosity Index, EMEA Edition
EMEA

EMEA Edition

C-Suite and Founder-level buyers make up a larger share of the conversation in EMEA than anywhere else we track.

Cover of The B2B Buyer Curiosity Index, APAC Edition
APAC

APAC Edition

Healthcare buyers in APAC show the highest security and AI curiosity of any industry, anywhere, in the entire dataset.

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.

No individual client campaigns or company names are ever identified in this research. Findings are always reported at the industry, seniority, or regional level.

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 the Americas, EMEA, and APAC.

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. Each edition includes fresh data and, over time, trend comparisons against prior quarters.

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.