We help companies in industrial verticals to better understand their target audience so that they can optimize their sales and marketing strategy.
Our industrial market research expertise means that we are able to understand our clients’ businesses and use that knowledge to 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 companies in industrial sectors.
Our expertise includes
(but is not limited to):
Our projects enable industrial companies to:
Develop market segments or personas02
Optimize their brand and value proposition03
Explore the typical buying journey and decision-making unit04
Track brand loyalty and customer satisfaction05
Generate and test ideas for new products06
Develop content marketing strategy and reports
Over the last decade, the team behind Adience has helped a variety of industrial brands to understand the needs and attitudes of their customers and prospects.
This experience has allowed us to develop an approach to industrial marketing research that has three guiding principles.
Internal engagement is critical.
Industrial markets tend to be very complex. At the beginning of every project, we spend time speaking to internal stakeholders to learn more about their business, products, and research needs. We also spend a lot of time reviewing industry white papers, internal strategy documents, and past research outputs, in order to become experts in our clients’ businesses.
Find the ‘job-to-be-done.’
The Jobs-to-be-Done (JTBD) framework helps researchers to better understand users’ needs and attitudes. This knowledge can be used to improve a company’s value proposition as well as to inform its future product development. In our experience, industrial market research projects have better outcomes if we can correctly identify the ‘job’ that buyers are trying to complete when ‘hiring’ an industrial product.
Look beyond HiPPOs.
HiPPO is an acronym for ‘Highest-Paid Person’s Opinion.’ Industrial companies often think that market research projects should focus on HiPPOs, such as individuals in the C-suite. In reality, senior decision-makers often play the role of the approver, but users and other junior decision-makers can be the individuals that play the biggest role in a purchasing decision. So, while HiPPOs may be tempting, they may not be the people we should be focusing on.
“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