B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
67%
67% -- share of buyer research completed independently for B2B buyers (2025)
Customers complete 67% of their research independently.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
67%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier C
https://asia.halifax-consulting.com/articles/roi-and-tco-selling-mastering-the-cfo-driven-b2b-sales-… ↗
Source Article
ROI & TCO Selling: Mastering the CFO
Original Research
Forrester
· Original study ↗
Methodology
Cited from Forrester Buyer Insight 2025.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 67% share of buyer research completed independently. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/independent-buyer-research-2025
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<blockquote cite="https://lighthousedata.io/data/independent-buyer-research-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>67%</strong> -- share of buyer research completed independently for B2B buyers<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/independent-buyer-research-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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