Adience is an expert
in conducting market research for B2B financial services companies

We help financial services companies to better understand their customers and prospects. But we don’t stop there. 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 financial services companies.
Our expertise includes
(but is not limited to):

  • Payments
  • Insurance
  • Lending
  • Blockchain
  • Wealth management
  • Accounting
  • Retail banking

Over the last decade, the team behind Adience has helped financial services companies to better understand their customers and prospects. For example, we’ve helped a payments company to develop a new product tailored for SMEs, and we’ve helped a financial services multinational to track perceptions among their B2B audience.

This experience has allowed us to develop an approach to financial services research that has three guiding principles.


Internal engagement is critical.

At the beginning of every project, we engage internal stakeholders to learn more about their research objectives. Doing so ensures that our recommendations are relevant to them. It also gives us some hypotheses to test during the research. After all, internal perceptions don’t always match external perceptions. It’s worth spending time up front identifying some internal perspectives that need to be validated.


Unlock emotions.

Financial services are critical to the running of a business, but the decision to purchase them is not 100% rational. Emotions play a big role when businesses are purchasing financial products. When conducting research in the financial services industry, we use a variety of techniques to identify the emotions that truly drive decisions.


Find the real decider.

When businesses purchase financial services, the decision-making process is often led by someone in the finance department. But other teams can have an influential role in the purchasing process. For example, IT decision-makers may advise against a certain payments processing solution if it isn’t seen as being ‘easy to integrate.’ Research projects should try to identify and engage those hidden influencers.

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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