Angi asked Adience to size and profile the market opportunity presented by an existing but underserved segment on the platform.
Angi engaged Adience to provide an objective, evidence-based view of the growth opportunity in a particular segment at a time when there were varied perspectives on its scale and potential.
The brief required a robust approach that combined market sizing with deep qualitative insight, supported by Adience’s expertise in respondent recruitment. There was also a clear need for independent validation to move beyond assumptions and provide clear direction.
Adience’s B2B expertise, mixed-methods approach, and ability to translate rigorous analysis into practical recommendations made us a strong fit for the project.
Adience helped us move beyond assumptions and develop a clearer, evidence-based understanding of this customer segment and its growth potential. The research provided valuable insight into customer needs, behaviors, and unmet opportunities, helping shape how we think about the segment moving forward and informing broader business decisions. We were especially impressed by the quality, speed and relevance of the participant recruitment, which brought an exceptional level of authenticity and credibility to the research.
The research provided Angi with a clear, evidence-based view of what it described internally as an “economy of opportunity”, reflecting the scale and commercial importance of the segment.
The findings highlighted the range of needs across the segment. This led to a significant shift in strategy, with the business restructuring to dedicate more time to the segment. Part of this involved moving towards a relationship-led model, centered on understanding customer needs and delivering more tailored solutions.
The impact has been significant. Following implementation, the execution and go-to-market program received an internal A+ rating, with performance tracking towards +50% growth.
Research insights have been used extensively across the organization. Ethnographic data, in particular the verbatim participant feedback, has provided depth and real-world context, and is frequently referenced in internal discussions and decision-making.