The Adience blog

Trends, news and insights about B2B market research and strategy

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A guide to Customer Effort Score (CES) in B2B research

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November 29, 2022

A guide to Customer Effort Score (CES) in B2B research

The Adience guide to using CES in B2B research, the metric’s pros and cons, and our best practices.

Why age matters in B2B and how to take it into account when doing B2B research

How to

November 11, 2022

Why age matters in B2B and how to take it into account when doing B2B research

Why age matters in B2B, an overview of decision-making preferences by age group, and Adience’s best practices for research.

How to do B2B brand or product naming research

How to

October 7, 2022

How to do B2B brand or product naming research

Why having the right name matters in B2B, how research informs naming decisions, plus Adience’s best practices.

How to use research to inform your B2B go-to-market strategy

How to

September 23, 2022

How to use research to inform your B2B go-to-market strategy

The Adience guide on how to do go-to-market strategy research in B2B. Evaluate your planned approach to launching and growing your offering - including how to shape your sales and marketing communications.

How to do employee satisfaction research

How to

September 9, 2022

How to do employee satisfaction research

Why it’s beneficial to run employee satisfaction research, the different ways to do it, and Adience’s best practices.

How to run workshops virtually

How to

August 18, 2022

How to run workshops virtually

Many workshops are now run virtually. Our guide reveals how to run effective virtual workshops in B2B research and how to make sure they’re just as impactful as offline ones.

How to do market assessment research in B2B

How to

June 25, 2022

How to do market assessment research in B2B

Why it’s important to run market assessment research in B2B. Evaluate opportunities and enter new markets with confidence, armed with robust insights about their size, structure, and much more.

A guide to trade-off analysis techniques in B2B research

How to

June 2, 2022

A guide to trade-off analysis techniques in B2B research

The Adience guide to using trade-off techniques in B2B research to model the market for new product and service features.

How to conduct B2B customer satisfaction research

How to

May 7, 2022

How to conduct B2B customer satisfaction research

Why it’s crucial to regularly track customer satisfaction in B2B, the different metrics to measure it with, and our best practices for conducting research.

How to do B2B marcomms research

How to

April 21, 2022

How to do B2B marcomms research

Why it’s important to use marketing communications research in B2B, how to do it, and Adience’s best practices to ensure your overall strategy is set up for success.

How to conduct B2B new product development research

How to

March 1, 2022

How to conduct B2B new product development research

There are many points in the new product development process where B2B research can provide crucial insights. This guide provides Adience's view on why it’s important, the different stages, and our best practices.

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