The Adience blog

Why it’s important to use marketing communications research in B2B, how to do it, and Adience’s best practices to ensure your overall strategy is set up for success.

There are many points in the new product development process where B2B research can provide crucial insights. This guide provides Adience's view on why it’s important, the different stages, and our best practices.

Why it is important to actively manage your brand architecture and how to use research to inform the process.

The Adience guide to which research projects and methodologies to prioritize if you're a B2B SaaS company.

When developing a brand, you need to prioritize developing its visual identity system as much as defining what the brand stands for. This is Adience’s guide to using research to support the development of a new visual identity and logo.

Research-led content is critical if you want to become a thought leader. This is the Adience guide to ensuring your thought leadership research follows best practices.

B2B customer journey mapping enables you to step into the target audience’s shoes and record how they interact with your business. We explore the best practices when building a journey map.

Kano analysis informs the product development process by identifying which features you should prioritize. This guide shows how to do Kano analysis in B2B markets.

Why competitor research matters and what best practices to consider when conducting a competitive analysis.