Adience

Adience was hired by a global creative agency to assist with two B2B qualitative research projects. The first project involved finding, recruiting, and interviewing individuals in niche roles across three countries as part of a segmentation project. The second project aimed to gain in-depth insights about healthcare professionals to inform a large-scale positioning, naming, and branding initiative for a healthtech company. Adience was selected for their specialization in B2B market research and their ability to provide a strategic lens to the process. Adience led in designing the screeners and discussion guides, handling recruiting, facilitating interviews, and producing a final report with insights and implications.

Osborn Barr Paramore, a marketing and communications agency, commissioned Adience to study a group of green or impact investors from various investment categories. The goal was to understand the motivations behind investing in companies that use soybean ingredients, their attitudes towards the sustainability of these ingredients, and their perspectives on future food trends. Adience conducted interviews with approximately 15 different investment company representatives, drawing out their differences in decision-making. The engagement lasted from July to September 2020 and cost just under $30,000.

Adience was engaged by Obvious, a consulting company, to conduct market research for a new water conservation product. Adience's team carried out a series of interviews and desk research to glean insights on potential use cases for the product, the market size of those use cases, the status quo perceptions and current habits of the target audience, the decision-making process for buying this kind of solution, and the competitive landscape. The research was used to inform a go-to-market strategy for the product, which included targeting, messaging/positioning/marketing, value proposition development, pricing and packaging, and product development. Adience was selected for their competitive pricing, culture fit, and alignment with company values.