B2B perception tracking

Adience is an expert in tracking perceptions of B2B organizations’ brand and/or performance.
Through a program of primary research, we can:


Benchmark and monitor metrics relating to the customer experience - customer satisfaction, customer loyalty, Net Promoter Score (NPS)


Benchmark and monitor your brand funnel - awareness, consideration and preference


Identify the key drivers of these metrics (e.g. what drives a high NPS, or what drives brand preference)


Reveal how your brand, and competing brands, are really perceived, including how you perform against key driver


Identify any customer segments which differ from the norm and why (e.g. are SMBs’ perceptions different from enterprises’?)

Based on these insights we’ll provide a series of KPIs relating to brand health and/or customer satisfaction, and make clear recommendations on how to improve your position.

The Adience team has experience of conducting B2B customer journey research for leading international B2B brands, both among SMBs and enterprises. We couple this extensive experience with a suite of smart tools which probe the conscious and subconscious.

B2B markets are different than B2C markets, and our approach to B2B perceptions tracking needs to take these differences into account:


There are multiple types of loyalty in B2B markets. In some markets, customers have no choice but to work with one supplier. In other markets, spend is distributed between multiple suppliers. Here loyalty is of the “I’ll spend more with you than the other suppliers I use in this area” type. We call this ‘preferential loyalty’. This means that the questionnaire or discussion guide needs to include questions which identify the type of loyalty that is relevant in your market, before we explore drivers of that loyalty


Multiple factors influence perceptions of an organization’s performance or brand. Each of these factors has a different level of influence on perceptions. The research needs to:

  1. Identify the relative importance of each factor
  2. For each factor, define ‘excellence’
  3. Measure your performance against this

Different customer types have different priorities and different opinions on your performance. This means that, in addition to understanding the overall picture, any customer survey needs to identify distinct segments of the market which have different drivers or perceptions


Direct questioning does not always reveal the whole truth. Often this is because the target audience doesn’t know why they do what they do, and so provides an over-rationalized response. The research methodology therefore needs to find a way to remove these distortions, and truly understand loyalty. One way of doing this in quantitative research is conducting regression analysis to identify which factors really influence perceptions

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