Adience is an expert
in conducting market research for martech vendors

We are B2B research experts. That means we can help martech vendors better understand buyers’ needs, motivations, and pain points.

We are also strategists and consultants. That means we don’t just ‘dump’ research data on clients. We tell clients what the research means, and help them build strategy and implement change.

We work with a wide range of martech companies.
Our expertise includes
(but is not limited to):

  • Business/customer/product intelligence tools
  • Marketing automation
  • Sales automation or enablement
  • Adtech
  • Email marketing
  • Search and social analytics
  • Mobile and web analytics
  • Mobile marketing
  • Display and programmatic ads
  • Mobile apps
  • Video advertising/marketing
  • Content marketing tools
  • Web experience building and management
  • Call analytics
  • Events and meetings tools
  • Collaboration and workflow tools

Over the last decade, the team behind Adience has helped several martech brands to better understand their target audience. This experience has allowed us to develop an approach to martech research that has three guiding principles.


Internal engagement is critical.

At the beginning of every engagement, we speak to internal stakeholders to learn more about their product and about their project objectives. Doing so helps us immerse ourselves in their business and ensures our recommendations are relevant. It also helps us to gain internal buy-in for our work, which means that internal stakeholders are more likely to accept our recommendations at the end of the process.


Find the ‘jobs-to-be-done.

When businesses launch a product or try to acquire customers, they often focus on the wrong thing. Specifically, they focus on who their existing customers are, and on which products those customers are currently buying. That means that they define the market too narrowly. The Jobs-to-be-Done framework forces you to change your mindset and think more broadly to unlock future opportunities. It suggests focusing on the ‘job’ that customers are hiring a product for. The critical thing is to define a ‘job’ by its outcomes, not its features.


Don’t just focus on HiPPos.

When companies purchase martech products, the purchasing process is often led by someone in the marketing department. But other individuals often have an influential role in the background. For example, the IT team may advise against a CRM 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

“Adience was incredibly easy to work with from first proposal to final result. They brought a high level of expertise and their communication and project management skills were exceptional. Above all else, they learned our business inside and out and operated like true thought partners every step of the way, delivering insights that will help to support our company’s goals for years to come.”

Laurel Hughes, Product Marketing Manager

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