The Adience blog

Trends, news and insights about B2B market research and strategy

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Why is market research important in B2B? Exploring the benefits

Insights

May 11, 2023

Why is market research important in B2B? Exploring the benefits

B2B market research helps you acquire new customers and better satisfy current ones. We explore the benefits by project type.

New report on the future of ITSM

Insights

May 10, 2023

New report on the future of ITSM

Adience recently had the good fortune to partner with Appfire and Cprime on a report that looks at the future of IT Service Management (ITSM).

The challenges of using marketing focus groups in B2B research

How to

February 28, 2023

The challenges of using marketing focus groups in B2B research

Focus groups are a viable option for consumer research, but challenging in B2B. We explain why and explore the alternatives.

The problem with B2B research panels: understanding the limitations and challenges

Insights

February 2, 2023

The problem with B2B research panels: understanding the limitations and challenges

Panels are useful for consumer research but a much-discussed topic in B2B research. We reveal why and explain how to recruit genuine B2B decision-makers.

The importance of ad testing in B2B markets

How to

January 23, 2023

The importance of ad testing in B2B markets

How to run B2B ad testing and optimize your creative for maximum impact. There are some traps to avoid too - we share our best practices for success.

Quantitative vs qualitative research: what’s the difference?

Insights

December 17, 2022

Quantitative vs qualitative research: what’s the difference?

Our guide to quantitative vs qualitative research plus the pros and cons of each approach. We also share our best practices for both methods in B2B research.

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

How to

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.

B2B growth models and the role of research

Insights

October 21, 2022

B2B growth models and the role of research

An overview of sales and marketing-led growth models in B2B, plus the different ways research informs how you grow your business.

How emotions affect B2B buying behavior

Insights

July 18, 2022

How emotions affect B2B buying behavior

There are many ways emotions can affect how your customers make purchases. This guide explains why emotions affect B2B buying behavior and outlines best practices for researching the impact on your sales.

Adience opens a London office

Insights

May 3, 2022

Adience opens a London office

We continue our strong growth by opening a London office and hiring James Keeling as a VP

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