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title: "Modern Decision Makers: Financial Times & Twogether Research"
image: https://www.wearetwogether.com/hubfs/Hubspot%20-%20Featured%20image%20-%20updated.png
---

# The world has changed. So has the decision-making.

After three years of global tumult and tipping-point complexity, B2B decision-makers are not the same as they were. This report brings to life six new decision-makers – and explores the dynamics in play for marketers who want to reach them.

![Twogether-FT-lockup-rev-rgb](https://www.wearetwogether.com/hubfs/Twogether-FT-lockup-rev-rgb.svg "Twogether-FT-lockup-rev-rgb")

## Complexity. Confidence. Consensus.

Three defining features of modern decision-making have emerged. And so have six new distinct decision-making segments. In collaboration with the Global Insights team at the Financial Times, we interviewed leaders from across Europe, North America and Asia Pacific to find out:

![icon-pale-decisions-rgb-1](https://www.wearetwogether.com/hubfs/icon-pale-decisions-rgb-1.svg "icon-pale-decisions-rgb-1")

#### How are decision-makers responding to prolonged uncertainty and complexity?

![icon-green-digitally-immature-rgb](https://www.wearetwogether.com/hubfs/icon-green-digitally-immature-rgb.svg "icon-green-digitally-immature-rgb")

#### What’s the new balance between hard-nosed business focus and ESG priorities?

![icon-pink-consensus_seekers-rgb-1](https://www.wearetwogether.com/hubfs/icon-pink-consensus_seekers-rgb-1.svg "icon-pink-consensus_seekers-rgb-1")

#### How best to influence consensus-seeking decision-makers and solo players?

![icon-dark-green-speed-rgb](https://www.wearetwogether.com/hubfs/icon-dark-green-speed-rgb.svg "icon-dark-green-speed-rgb")

#### Which decisions take the longest and which ones are seen to deliver least value?

[Download the report](https://www.wearetwogether.com/modern-decision-maker-research-financial-times-and-twogether#gated-download) to meet the modern decision-makers.

![Presentation Mockup_adjusted](https://www.wearetwogether.com/hs-fs/hubfs/Presentation%20Mockup_adjusted.png?width=1675&name=Presentation%20Mockup_adjusted.png "Presentation Mockup_adjusted")

![Logo-lenovo-colour-large](https://www.wearetwogether.com/hubfs/Our%20Work%20Imagery/_Client%20Logos/Logo-lenovo-colour-large.svg "Logo-lenovo-colour-large")

# The right research at the right moment. 

As B2B tech marketers, we're dedicated to understanding decision-makers. This research goes beyond traditional firmographics and delves into their preferences, personalities, and decision-making styles.

Use it to better understand your buyers – then shape and sharpen your approach for 2024 and beyond. Simply leave your details and download the research today.