New SurveyMonkey and Reddit research finds 83% of B2B decision-makers self-research before engaging sales, with peer communities overtaking vendor content as the most trusted source.
Eight in ten business decision-makers complete their own research through peer communities and independent search before ever speaking to a sales representative, according to a new study by SurveyMonkey and Reddit — a finding that points to a fundamental shift in how companies buy.
The joint report, titled “The Hidden B2B Journey,” examines how business buyers prioritize peer validation over traditional vendor marketing in the early stages of a purchasing decision. Its central finding: trust, not reach, has become the defining currency in B2B commerce.
The Research Phase No One Sees
B2B buying no longer begins with a sales pitch. The study found that 83% of business decision-makers conduct independent research before speaking to a vendor. While most move quickly — 65% spend a week or less on research — nearly a third (31%) spend several weeks or more evaluating options before committing.
That extended research window is most pronounced in high-stakes sectors. Forty percent of software buyers spend several weeks to a month or more researching before purchasing, and 37% of professional services and human resources buyers follow a similarly extended timeline, driven by complexity, risk and long-term organizational impact.
Also Read: The End of the Predictable B2B Buyer Journey
A Crisis of Trust in Early Research
The study exposes a widening gap in information confidence. More than half of all decision-makers (55%) say they struggle to identify trustworthy sources during the research process. The most common obstacles include difficulty finding genuine user testimonials (48%), parsing vendor-provided information (46%), and obtaining reliable details about specific sellers (44%). Many buyers also cited frustration separating marketing language and sales pitches from honest assessments of product value and fit.
The Discovery-to-Validation Pathway
Search engines remain the most commonly used channel in early B2B research, cited by 57% of buyers. But the study characterizes search as a navigation layer rather than a destination: buyers use it to identify options, then move beyond vendor websites to validate claims through peer discussion and firsthand accounts.
Reddit is increasingly part of that validation process. The platform, which now draws more than 121 million daily active unique users — up 19% year over year — has emerged as a critical hub for business research. Nearly a quarter of decision-makers (23%) have used Reddit for B2B research, including a third (32%) of software buyers. Among those, 77% cited reviews and testimonials as their primary reason for turning to the platform; 45% were seeking pricing information, 42% product capabilities and 36% compatibility or integrations.
Also Read: CES 2026: The Year “Physical AI” Claimed the Real World
The Unspoken Power of Online Communities
Peer recommendations rank as the most trusted information source overall, with nearly three-quarters of decision-makers (73%) saying they trust peer insights above vendor websites (55%), search engines (54%), review sites (46%), AI chatbots (39%) and social media (36%). Separately, 70% of decision-makers have used social media at least once to research a business purchase.
Katie Miserany, chief communications officer and head of global marketing at SurveyMonkey, said: “The mandate for B2B marketers is clear — we need to start selling how we buy. When we’re looking for new tools and technology, we ask around, read 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 the substance to back it up.”
Evan Wolf, head of mid-market for North America at Reddit, added: “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. On Reddit, decision-makers are already comparing notes, pressure-testing vendors and sharing real-world advice — giving brands a way to reach high-intent audiences they might not find through traditional campaigns alone.”
