B2B International

B2B International is a market research company specializing in B2B and healthcare audiences, headquartered in Manchester, UK, with subsidiary offices in the US, Germany, and China.

The firm offers both qualitative and quantitative research capabilities across an unusually broad range of data collection methods, including CATI, CAWI/online, telephone interviewing, face-to-face, depth interviews, focus groups, online communities, mobile surveys, executive interviews, ethnography, and mystery shopping.

Founded in 1998 as an independent market research agency, B2B International was acquired by Dentsu in 2018. At the time of acquisition, B2B International had done £7.6m in FY2017 revenues with 175 employees; by 2022, the company had grown to £14.3m, up from £11.7m in 2021. In 2023, the company was dissolved and merged into Dentsu UK Limited, continuing to operate under the B2B International brand as part of Dentsu B2B. B2B International has operated as Dentsu UK Limited since 2023.

B2B International runs the Superpower Index, described as the largest global study of B2B buying behavior, drawing on more than 16,000 interviews across 21 markets in its most recent 2025 wave.