New research from SurveyMonkey and Reddit reveals why trust is the new currency in B2B buying
Data reveals eight in ten (83%) decision-makers complete their research via peer communities and self-directed search before ever engaging with a sales team
SAN MATEO, Calif., March 10, 2026 – SurveyMonkey, the world’s most popular platform for surveys and forms, and Reddit, where real people form communities, get answers, share ideas, discuss life, and offer advice, today announced a new co-branded research study titled “The hidden B2B journey.” The data reveals a fundamental shift in how business decisions are made, and uncovers how buyers prioritize peer validation over traditional vendor marketing in the early stages of the buying journey.
As the B2B landscape becomes increasingly fragmented, the study found that over half (55%) of decision-makers struggle to know which information sources to trust. This skepticism means buyers now complete much of their discovery and evaluation independently, often before ever engaging with a sales team.
The research phase no one sees.
B2B buying no longer begins with a sales pitch. According to the study, 83% of B2B decision-makers self-research before ever speaking to sales. While the majority of buyers move quickly—with 65% spending a week or less on research—a critical 31% spend several weeks or more researching before making a decision.
This extended research window is most pronounced in high-stakes sectors:
- 40% of software buyers spend several weeks to a month or more researching before buying.
- 37% of professional services buyers and 37% of HR buyers follow a similar extended timeline due to complexity, risk, and long-term impact.
The crisis of trust in early research.
The study highlights a growing gap in clarity. Over half (55%) of all decision-makers find it difficult to identify trustworthy information sources. Key obstacles include:
- Challenges finding real user testimonials (48%).
- Challenges in parsing through seller/vendor-provided information (46%) and getting details on specific sellers/providers (44%).
- Frustration separating "marketing hype" and sales pitches from true product value and fit.
The discovery-to-validation pathway.
While search engines (57%) remain the most commonly used channel during early B2B research, the study identifies search as a "navigation layer" rather than a destination. Buyers use search to identify options, but then move beyond vendor websites to validate claims through peer discussion and firsthand experiences. With over 121 million daily active unique users growing 19% year-over-year, Reddit content is increasingly part of that validation process.
The unspoken power of online communities.
Among all information channels, peer recommendations stand out as the most trusted source, with nearly three-quarters (73%) of decision-makers trusting peer insights above vendor websites (55%), search engines (54%), review sites (46%), AI chatbots (39%), and social media (36%).
The study found that nearly three-quarters (70%) of decision-makers have used social media at least once to research business purchases. Within these spaces, Reddit emerged as a critical hub:
- 23% of decision-makers have used Reddit for research, including a third (32%) of software buyers.
- Reviews and testimonials (77%) are the top reason for choosing Reddit, but buyers are looking for other information there as well: 45% are looking for pricing, 42% for capabilities, and 36% for compatibility or integrations.
“The mandate for B2B marketers is clear: We need to start selling how we buy,” said Katie Miserany, chief communications officer and head of global marketing at SurveyMonkey. “When we’re looking for new tools and technology, we ask around, read the reviews, search for competitors, and do our homework long before we ask to talk to sales. To compete, brands must show up in all of those spaces with empathy, transparency, and proof. Authenticity wins, especially when you’ve got substance to back it up."
"B2B marketing has never been more challenging. Buyers are skeptical, channels are fragmented, and it is harder than ever to know if your message is reaching the right people," said Evan Wolf, head of mid-market, North America at Reddit. "On Reddit, decision-makers are already comparing notes, pressure-testing vendors and sharing real-world advice they trust, giving brands a way to reach high-intent audiences they might not find through traditional campaigns alone."
For the full findings, please visit https://www.business.reddit.com/resources/the-hidden-b2b-journey.
Methodology
This Reddit survey, powered by SurveyMonkey, was conducted December 23, 2025 - January 7, 2026, among a sample of 1,202 business decision-makers in the United States. Respondents for this survey were selected from the more than 2 million people who take surveys on the SurveyMonkey platform each day. The modeled error estimate for this survey is plus or minus 3 percentage points.
About SurveyMonkey
SurveyMonkey is the world’s most popular platform for surveys and forms, built for business and loved by users. We combine powerful capabilities with intuitive design, effectively serving every use case, from customer experience to employee engagement, market research to payment and registration forms. With built-in research expertise and AI-powered technology, it’s like having a team of expert researchers right at your fingertips. Trusted by millions—from startups to Fortune 500 companies—SurveyMonkey helps teams gather insights and information that inspire better decisions, create experiences people love, and drive business growth. Discover how at surveymonkey.com.
Media Contacts:
SurveyMonkey PR