Adience is an expert
in B2B SaaS market research.

We help B2B SaaS companies to understand their target audience better so that they can optimize their go-to-market strategy.

Our research expertise means that we can develop a deep understanding of decision-makers’ needs and wants. And, because we’re also marketing strategists and consultants, we can tell you how to leverage this knowledge to achieve your objectives.

We work with a wide range of B2B SaaS companies.
Our expertise includes
(but is not limited to):

  • CRM/ERP software
  • Accounting
  • Productivity tools
  • Storage and file sharing
  • Communication tools
  • Martech
  • Workforce and resource management
  • Human Capital Management
  • Marketplaces
  • Data and analytics tools
  • Fintech
  • Payments

Over the last decade, the team behind Adience has helped a variety of B2B SaaS brands to optimize their go-to-market strategy. We’ve worked with SaaS start-ups, SMBs, and enterprises across the world.
Based on this experience, we’ve developed an approach to B2B SaaS market research that has three guiding principles.


Immersion is key.

SaaS products, propositions, and routes to market are often complex. If we want the research to be useful to our clients, we need to really understand their business. After all, you cannot suggest changes to a strategy if you don’t know the existing strategy. At the start of every project, we spend an extended period getting to know our clients’ products and go-to-market strategy.


the ‘job-to-be-done’.

The Jobs-to-be-Done (JTBD) framework is a way of looking at customers and prospects that unlocks a better understanding of their needs and attitudes. This knowledge can be used to improve marketing, as well as to innovate. In our experience, SaaS market research projects have better outcomes if we can correctly identify the ‘job’ that buyers are hiring our clients’ products to achieve.


Look beyond HiPPOs.

HiPPO is an acronym for ‘Highest-Paid Person’s Opinion.’ SaaS companies often think that market research projects should focus on HiPPOs, such as CIOs or CEOs. After all, everyone wants to believe that their product is important enough to appeal to a C-level decision-maker. In reality, senior decision-makers often play the role of the approver, with their direct reports being far more influential in decision-making. So, while HiPPOs may be tempting, they may not be the best use of our time.

Interested in hearing more?

Get in touch

“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

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