We help IT hardware brands develop a deeper understanding of the needs, wants, pain points, and behavior of buyers and users. We use this knowledge to help clients to optimize their go-to-market strategy.
We work with a wide range of B2B hardware and devices companies.
Our expertise includes
(but is not limited to):
Our projects enable IT hardware and devices companies to:
Create and embed customer segments or personas02
Optimize their brand positioning and messaging03
Explore the typical purchasing process, including understanding key decision-making criteria04
Implement brand tracking and customer satisfaction programs05
Develop new products/services and optimize pricing06
Create content marketing reports
Over the last decade, the team behind Adience has helped a variety of IT hardware and devices brands to better understand how to sell and market to business decision-makers. We have experience of working with SMEs and multinationals in the hardware vertical.
This experience has allowed us to develop an approach to IT hardware market research that has three guiding principles.
Immersion is essential.
The IT hardware industry is incredibly complex. At the start of each engagement, we immerse ourselves in our clients’ businesses. We review as many documents as we can, and speak to as many internal stakeholders as possible, in order to become experts in their products and objectives.
Emotions play a role in purchasing decisions in the hardware industry. For example, employees’ brand perceptions can influence the mobile devices that a company purchases for its teams. When conducting research in the IT hardware sector, we use a variety of methodologies to identify the emotions underlying buying decisions.
Identify the decision-making dynamics.
Companies buy B2B hardware and devices in different ways. In some companies, decision-making is formal, with purchasing committees driving the process forward. Elsewhere, decisions are more fluid and informal. Research projects need to explore the context in which a purchase is made before exploring what that decision looks like.
“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