Module 2 · Frame It: Source It · B2B Sample (Quant Edition)

Buying B2B sample is mostly setup, not cleanup.

A working kit that helps you specify, source, and buy B2B research participants like a team that knows what it is doing, even if you do not have a sampling or procurement division. Built from 25 years of B2B panel and recruitment work.

Get the kit, $250 Look inside

Removed before analysis

24.9% Wave 2

of US B2B sample removed pre and in survey. Wave 1 reported 18.5%.

Removed in cleaning

48.2% Wave 2

post-survey cleanout among reporting companies. Wave 1 reported 11.8%.

Incidence sold vs delivered

19% vs 17% Wave 2

B2B is consistently over-sold. Wave 1: 35% sold vs 28% delivered.

Source: Global Data Quality (GDQ) Benchmarking, US General B2B. Wave 1 H1 2025, Wave 2 H1 2026. GDQ changed its methodology between waves, so the change is not a like-for-like trend.

Why this matters

B2B is the most fraud-prone, most over-promised sample in the industry.

Those removal rates are not a fixed cost of doing B2B research. They are what happens when sample is bought without a framework. A large share is avoidable at setup. Three drivers do most of the damage, and all three are decisions you make before you field.

Driver 01

Screens that leak

Screening on job titles that vary across companies lets the wrong people qualify themselves in. Screen on decision authority and purchase influence instead.

Driver 02

Optimistic incidence

An incidence sold too high creates pressure to quietly widen screens to hit quota. A widened screen is how unqualified participants enter your data.

Driver 03

Rushed field time

Squeezing a senior, low-incidence audience into a few days produces hurried, low-attention completes, exactly the ones that get cleaned out later.

Who it is for

For teams that make real decisions on B2B participant data.

This is for you if

You use B2B data to size markets, set pricing, justify investment, or guide strategy.
You are an insights professional new to B2B sampling, or new to buying it yourself.
You have been burned by soft incidence, missed quotas, or data you had to throw away.
You want to buy sample like a pro without hiring a sampling or procurement division.

Probably not for you if

You only need quick, directional reads where validity does not change the decision.
You buy consumer sample only and never touch B2B audiences.
You already run a mature, standardized sampling operation across every study.

What is inside

A complete, defensible framework you can send to partners the same day.

1
The Frame It Kit (PDF)Seven working sections: audience definition, sample framework, the quality-by-design case, the partner landscape, the bid brief, partner evaluation, and a readiness checklist. Each with a worked SaaS example.
2
The Project Workbook (Excel)A fill-in framework tab for every project, a bid tracker that compares quotes side by side, and a dashboard that tracks participants removed against the industry benchmark.
3
The Bid Brief GeneratorFrame the study once and the workbook builds a partner-ready bid brief you copy straight into an email.
4
A neutral-screener safeguardHow to write screening questions that do not coach participants toward the qualifying answer, plus an AI prompt that drafts one.
5
A prompt libraryEvery AI prompt from the kit in one table, ready to paste into your assistant.
6
The AI bridge appendixHow to move from AI-assisted today to AI-directed and agentic, encoding your judgment into how you direct AI.

Frame It: Source It · Quant Edition

$250

One-time. Credited toward Build It within 90 days.

Frame It Kit (PDF)
Project Workbook (Excel)
Bid Brief Generator
Prompt library and AI bridge
Worked SaaS example throughout

Single-user license. Instant download.

Look inside

See exactly what you are buying.

Every section pairs a short instruction with space to fill in, a worked SaaS example, and the callouts that stop expensive mistakes. The workbook turns every bid you log into your own pricing and quality benchmarks.

Cover of the Frame It B2B Sample Framework Kit, Online Quantitative Edition — **The kit**Seven working sections plus a prompt library and AI appendix.

Section 1 page with the business decision and who-will-decide fields, each with a fill-in box and a worked SaaS example — **Fill in, then compare**Starting with the decision and who will make it, each with a worked example.

Section 3 page showing the GDQ Wave 1 and Wave 2 benchmark table for US B2B removal rates — **Grounded in the benchmark**Both GDQ waves, with the methodology change explained.

Workbook dashboard with tiles for bids logged, win rate, average quoted CPI, incidence gap, and completes delivered — **Dashboard Sample data**Updates itself from your Bid Tracker. The incidence gap shows which partners quote optimistically.

Pricing and Feasibility tool showing average, minimum, and maximum CPI by audience type — **Pricing & Feasibility Sample data**Your own CPI and removal benchmarks by audience, sharper with every bid you log.

The point of view

The future of sampling is AI-directed. The foundations matter more.

The industry is splitting into two camps: those clinging to legacy operations, and those hyping that AI does everything. Both are incomplete. The teams that win will encode their hard-won judgment into how they direct AI and agents.

Stage 1 · Today

Assistive

You do the thinking; AI speeds the work. Use the kit's prompts to pressure-test an audience, check feasibility, or draft a brief.

Stage 2 · Near future

Directed

A custom assistant that already knows your standards, applying your judgment consistently across every study.

Stage 3 · Emerging

Agentic

Agents handle steps end to end and surface only the decisions that need a human. Your foundations are the guardrails.

Your years of judgment are not a sunk cost in the AI era. They are the training data.

Stop buying down removal rates after the fact.

Build quality in at setup, where it is cheap. If you would rather have it set up for your team, start with a scoping call.

Get Frame It, $250 Book a scoping call