How do you research defense contractor preferences when buyers are hard to reach?

Question

Working on a project targeting procurement decision-makers in defense and can't get anyone to respond to surveys. Wondering if there's a better approach than cold outreach.

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Priya Sharma · Answer

Cold surveys almost never work for defense procurement — try attending events like AUSA or NDia where these folks actually show up voluntarily. Trade association panels and LinkedIn groups (like acquisition officers communities) can also surface willing participants. If budget allows, a B2G research firm like Govini or immixGroup often has pre-built access panels for exactly this audience.

How do you research defense contractor preferences when buyers are hard to reach?

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