UK B2B Voice of Customer Research – 6 Customer Interviews

We are an established UK importer/wholesaler supplying independent pharmacies, pharmacy groups and larger non-pharmacy retailers.
As part of a refresh of our 3-year business strategy, we are looking for an experienced UK-based qualitative/B2B researcher to conduct a small, independent Voice of Customer exercise.
We will provide the participants – approximately 6 existing customers/buyers across:
independent pharmacy
pharmacy groups
larger non-pharmacy retailers
We require:
help refining a short interview guide
6 x approximately 15–20 minute telephone/Teams interviews
interviews conducted independently rather than by our own team
recordings/transcripts where participants consent
concise 2–3 page synthesis identifying recurring themes, disagreements and useful verbatim quotes
The research should particularly explore:
Why customers choose us rather than alternative suppliers
What, if anything, they believe we are unusually good at
Where we make their life easier or create better commercial results
What they would miss if we disappeared
What they would most like us to improve or help them with next
This is qualitative research, not sales or telemarketing.
We have previous Voice of Customer research from 2017 which can be supplied for background, but we do not want the historic findings to bias the new interviews.
Timescale: interviews ideally completed within 5 working days of appointment, with final findings no later than 21 September 2026, as the results will feed into a strategy workshop on 24 September.
Please include in your proposal:
Relevant B2B qualitative/customer interview experience
Examples of similar work
Your proposed approach
Fixed price
Confirmation you can meet the timetable
Indicative budget: £300–£500. Quality and relevant interviewing experience are more important than lowest price.