We give AEC brands a deeper understand of their target audience’s mindset by using cutting-edge qualitative and quantitative market research techniques.
We are not just researchers, we are also strategists and consultants. That means we make clear recommendations about what research findings mean, and how our clients should act on them.
We work with a wide range of AEC companies.
Our expertise includes
(but is not limited to):
Our projects enable IT hardware and devices companies to:
Create and implement market segmentation or buyer persona models02
Optimize their brand positioning and messaging03
Explore the decision-making process in-depth, including understanding which decision-makers play which roles04
Benchmark and track perceptions of the company’s brand and performance05
Develop and test new product ideas, including optimizing pricing06
Create compelling thought leadership reports
Over the last decade, the team behind Adience has helped a variety of AEC companies to develop a deeper understanding of their target audience’s mindset. We’ve worked with architecture, engineering, and construction companies of all sizes across the world.
This experience has allowed us to develop an approach to AEC market research that has three guiding principles.
Internal engagement is critical.
This is a complicated industry. At the beginning of every project, we spend time speaking to internal stakeholders to learn more about their business, services, and objectives. Doing so helps to ensure that our recommendations are relevant to them. It also helps us to gain internal support for the project. After all, in any change management project the more you engage people upfront, the more they are likely to accept your recommendations at the end of the process.
Find the ‘job-to-be-done.’
The Jobs-to-be-Done (JTBD) framework is a way of looking at decision-makers that unlocks a better understanding of their wants and attitudes. This knowledge can be used to improve the value proposition. In our experience, market research projects have better outcomes if we can correctly identify the ‘job’ that buyers are trying to achieve when making a purchase.
Look beyond HiPPOs.
HiPPO is an acronym for ‘Highest-Paid Person’s Opinion.’ Companies often think that market research projects should focus on HiPPOs, such as CIOs or CEOs. But when companies make purchases of AEC services, senior decision-makers often play the role of the approver, with their direct reports being far more influential in decision-making. So, while it may be tempting to speak to HiPPOs it may be more productive to spend time talking to the real decision-maker.
“True B2B experts. They’ve seen it all before, so know exactly how to solve whatever problem we come to them with. I’d highly recommend them for any B2B project you have in mind. Our clients frequently quote the output as best in class.”
Will Adler, Insight & Carrier Management Executive
“I’m hugely impressed by their understanding of complex B2B businesses such as ours. Their professionalism, flexibility and collaborative approach make working together very easy. ”
Annika Jeppesen, Head of Insights
“I’m always impressed by the high quality of Adience’s work. They really understand our business and are thoughtful about their approach, and that comes through in their outputs. And they’re great to work with – they tailor their approach to meet our needs and are always willing to quickly act on our requests.”
Global Head of Insights, Nilfisk
“Worked really closely with us to design a project that fit our needs, and then demonstrated a really good understanding of our industry, delivering a presentation that told a clear story and was full of lots of fascinating insights.”
Ariela Becker, UX Manager
“I cannot think of anything that I would tell Adience to improve, I just think that they hit the mark in every way throughout this project. I highly recommend them.”
Robin Miller, Associate Director