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:
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.