{"id":760,"slug":"forrester-2021-b2b-buying-interactions-17-to-27","title":"Forrester 2021 B2B Buying Study (n=950+): buying interactions during evaluation rose from 17 to 27 during the pandemic","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["measurement","b2b-buying"],"reference_body":"**Claim:** Forrester's 2021 B2B Buying Study (n=950+ global respondents) found the number of buying interactions during evaluation rose from 17 to 27 during the pandemic.\n\n**Source:** https://www.forrester.com/blogs/predictions-2022-b2b-marketing-and-sales/\n\n**Confidence:** Verified.\n\n**Note:** Forrester labels these \"buying interactions\" rather than information sources — matters when planning content depth. Pair with [[gartner-six-buying-jobs-non-linear]] for the non-linear loop frame.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"gc-buying-group-composition-by-tier","title":"GC buying-group composition by revenue tier (Candid synthesis for SMB application of [[forrester-state-business-buying-2026-13-and-9]])","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-23T21:58:32.517Z","updated_at":"2026-05-23T21:58:32.517Z"}