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The Adience blog

Trends, news and insights about B2B market research and strategy

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Understanding the B2B buying process: the key factors and stages that affect B2B decisions

Insights

September 10, 2020

Understanding the B2B buying process: the key factors and stages that affect B2B decisions

The B2B buying process is more complicated than most consumer purchases. Adience takes an in-depth look at what the typical B2B purchase entails.

What is B2B research? A guide to B2B market research methods and approaches

Insights

September 2, 2020

What is B2B research? A guide to B2B market research methods and approaches

A guide to the methods and approaches that you should use when conducting B2B market research, as well as the do's and don'ts.

Why people lie in marketing research interviews and surveys, and how to overcome it

How to

August 21, 2020

Why people lie in marketing research interviews and surveys, and how to overcome it

People lie in research interviews and surveys. We look at why they lie and identify ways to minimize lies and maximize accuracy.

What is the difference between B2B & B2C marketing research?

Insights

August 18, 2020

What is the difference between B2B & B2C marketing research?

B2C and B2B markets have many differences. As a result, B2B and B2C market research require different approaches. This article explores the differences in detail and outlines their implications for B2B market research.

Which insights projects should I include in my B2B marketing plan?

Insights

July 15, 2020

Which insights projects should I include in my B2B marketing plan?

It’s not always clear what to spend insights budgets on. The situation varies by client, situation, and industry. However, there are some insights projects that every B2B marketer should have in their marketing plan.

Why focusing too much on the numbers can be a bad thing

Insights

July 11, 2020

Why focusing too much on the numbers can be a bad thing

Measurement is a good thing. However, companies often set up systems that incentivize data manipulation. If you’re going to measure, it’s essential to do it well.

Using Net Promoter Score (NPS) in B2B market research

Insights

July 5, 2020

Using Net Promoter Score (NPS) in B2B market research

Net Promoter Score (NPS) isn’t always relevant in B2B markets, as the nature of loyalty is different. It should be used with caution, if it is used at all.

Adience is open for business

How to

June 24, 2020

Adience is open for business

Today marks the launch of Adience, a B2B market research consultancy based in New York City that is built for clients.

Our four core principles

Insights

June 24, 2020

Our four core principles

Agencies should conduct research for their own benefit, as well as for their clients’ benefit. Adience was founded on that principle

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