Understanding Agentic AI Adoption Among UK Marketing & Advertising Decision-Makers
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Reaching a Narrow, High-Authority B2B Audience
We needed 300 senior UK decision-makers with real control over ad budgets and strategy, a much narrower pool than is usual in B2B research. Respondents had to meet all six of our stacked criteria to qualify: verified employment, marketing/advertising job function, advertiser-side organization (agencies excluded), company size, senior-level seniority, and confirmed UK ad spend. It was a major challenge to qualify enough genuine respondents and still capture meaningful attitudes on AI trust, benefits, and liability without a baseline incidence rate available.
A Multi-Criteria Screening Framework for Precision Recruitment
A B2B quantitative online survey was fielded across the UK using a sequential, six-point screening framework: employment and job function, advertiser-side organization type, company size, verified seniority, decision-making authority, and validated UK ad spend. Since incidence couldn't be predicted upfront, the approach was tested and calibrated during pilot fielding before scaling to the full sample of 300, ensuring a genuinely senior, authoritative respondent base.
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