A B2B research agency that is built for clients
Adience is a business-to-business (B2B) market research consultancy. Four things make us different.
First, we have years of B2B research experience, having delivered hundreds of international research projects in a variety of B2B markets, including: transport and logistics, IT hardware, software and services, industrial markets, architecture and engineering, financial services.
Second, we are very agile, which means that we can adapt to client needs rather than being limited by internal processes.
Third, we are research consultants. This means that we don't just dump data, we use story-telling and visualization techniques to make clear recommendations, and then use change management techniques to drive actual change.
Finally, we take a radically different approach to collaboration. Most agencies take a brief, then disappear until the final presentation. We stay far closer to clients throughout a research project, to make sure the end result is closer to what they need.
“They hit the mark in every way throughout this project.”
Adience conducted market research to help an agency’s client better understand their end-users. The team studied investors from a variety of investment categories. The end deliverable was an analysis report.
“They hit the mark in every way throughout this project.”
Oct 28, 2020
The client is confident that Adience’s report, which uncovered key insights, will help them build their audience strategy and client offerings. Thoughtful and organized, the team went above and beyond to meet all needs. Their experience and communication made them stand out among competitors.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
Osborn Barr Paramore is a marketing and communications agency that specializes in agribusiness and rural lifestyle client work. We’re based in Saint Louis, Missouri with other offices in Kansas City, Missouri and Nashville.
I’m the account director, and I am responsible for managing the projects for one of our agricultural clients in the area of sustainability communications. I mostly work with the United Soybean Board account.
What challenge were you trying to address with Adience?
One of the challenges that the United Soybean Board has is connecting with their end-users of US soybeans. That would be consumer packaged goods (CPG) companies and food, feed, and industrial companies.
The United Soybean Board has not done much work with their end-users or connected very closely with them in the past. They understand that those companies are making sustainability claims that start with the ingredient products that they use, and soybean is a large ingredient product for many of those companies.
The United Soybean Board really wanted to make sure that we understand the influencers of that CPG audience, and a large category of influencers for those companies would be green investors or impact investors.
We commissioned Adience to help us study the green investor or impact investor audience to find out what their motivations were for investing in companies that use soybean ingredients. We also wanted to understand what their attitude about the sustainability of those ingredients is and also get a look at what they think the future of food trends looks like and where soybeans may have an advantage.
What was the scope of their involvement?
We commissioned Adience to study a small group of green or impact investors from a variety of investment categories, from small mom-and-pop partnerships to venture capitalists and angel investors.
We did this so that we could get a variety of personas on those investors and start to understand how they differ in making the decisions they do about investing in food companies. They talked to about 15 different investment company representatives from a variety of those categories, and they drew out those differences for us.
What is the team composition?
We only worked with one person from the company, Chris (Managing Director). I believe he's the founder of the company as well as the account manager and strategist for them. I know that he worked with a team of other people to make the calls to this audience, but I'm not sure how many people were on that team.
How did you come to work with Adience?
We actually did some Google searches. We have never hired a firm like Adience before to do the kind of research that we have them do. This was a brand new audience and a brand new tactic for our United Soybean Board client.
I actually was not the person that found them. Some of our strategists delivered 3–4 different firms and their contact information to me. I'm not sure how they weeded out everyone else and supplied those three, but I know that we have not ever worked with Adience in the past.
I would say that the reason we chose them was their proposal. Out of the three that we chose out of the group as finalists, Adience's proposal was well thought out, clear, and easy to understand. Their steps were clearly outlined, and their estimate was on budget for us.
In addition to the proposal that they submitted, Chris asked for a meeting with us to go through the proposal in detail. He was very thorough during that RFP process and explained every step that they would take to research this audience and even provided his expertise in explaining his RFP and experiences with the audience. That really sold us on his capabilities and his company strengths.
How much have you invested with them?
We’ve spent just under $30,000.
What is the status of this engagement?
We worked with Adience from July–September 2020.
What evidence can you share that demonstrates the impact of the engagement?
They delivered exactly what we scoped and provided a really detailed and thorough analysis and a report at the end of the project. I know that that report is definitely something that we'll use in our agency to build our audience strategy and also build our client offerings.
They uncovered some details in their study about our target audience that was very insightful and something that we can definitely use to build our strategy in the future.
How did Adience perform from a project management standpoint?
I would say A+ there. There were absolutely no issues — they met every deadline and completed the project on budget and in the scope.
Chris representing Adience was very well organized. He clearly communicated his project timelines, and he kept to those timelines. He provided timely and thorough updates of his work along the way.
He knew just when to engage us in the process and was really attentive to our feedback along the way. For instance, he really gave us some time to study the screening guide that he would use to talk to these investors, and he listened to our feedback about the edits that we gave him for the questions that we wanted to ask. There weren't actually many edits, but he really understood what we were trying to get at when we were working closely with him on that guide.
What did you find most impressive about them?
I think Chris' communication with us was outstanding. He really involved us at every step of the process. His emails with updates were very timely, and I never once had to reach out to him and ask what was going on with the project or where they were. He always supplied that before I asked.
Chris is a very thoughtful individual, and you could tell by his comments and the way that he listened to us that he has a lot of experience in this area. We really counted on him for that, and it paid off.
Are there any areas they could improve?
I really can't think of anything that they could improve. While I said this is the first time that we've worked with a company to study audiences in this category, we have worked with other research firms in the past, so I do have that comparison. However, 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.
Do you have any advice for potential customers?
I would say to be very clear about your request for work or your scope of work at the beginning. However, also to leave yourself a little bit of room to be flexible after talking with Adience and really understanding the expertise that they can bring to your project.
Doing that allowed us to get better outcomes and rethink what we thought we knew about the audience in a way that provided some details that we would not have gotten if we weren't open about the type of information that we could ask and research.
"They have a deep understanding of the B2B universe."
A creative agency collaborated with Adience for two B2B qualitative research projects. The team designed the screeners, discussed guides, handled recruiting, facilitated interviews, and more
"They have a deep understanding of the B2B universe."
Jan 18, 2022
Thanks to Adience's support, the projects were completed on time and within the budget. They were able to provide valuable insights and recommendation support for the client. Overall, their workflow was incredibly efficient, immediately responding to inquiries and proactively updating the client.
The client submitted this review online.
Please describe your company and your position there.
I lead the brand strategy team at global creative agency that helps brands in moments of growth & transformation.
For what projects/services did your company hire Adience?
We brought on Adience as a partner to support us recently with two different B2B qualitative research projects. One to help us find, recruit, and interview people in very niche roles in 3 countries as part of a large segmentation project, and one to gain in-depth insights about healthcare professionals to inform a large-scale positioning, naming, and branding initiative for a healthtech company.
How did you select this vendor?
Having worked with a large number of B2B clients, our team has often struggled to design & execute research plans with other market research companies because they can't always deliver on the audience specs or exceed our budgets due to the high recruiting and incentive costs for B2B execs and niche roles. With Adience, we were excited to work with a partner that not only specializes in B2B market research, but also understands our research goals and was able to provide a strategic lens to the entire process.
Describe the scope of their work in detail.
After an initial briefing to walk through our research goals, discovery work we had done to date, and how the research would be leveraged, Adience took the lead in designing the screeners and discussion guides, handling recruiting, facilitating the interviews, reporting back updates during fielding, summarizing the key takeaways and producing a final report with insights and implications.
What was the team composition?
We just worked directly with Chris as our main point of contact, but understood there were other team members assisting behind the scenes throughout the project work.
Can you share any outcomes from the project that demonstrate progress or success?
Not only were we able to meet our timelines and stay within budget, but the research yielded valuable insights that helped to educate our clients about their target audiences and help support our recommendations for how the brand and messaging could resonate with them.
How effective was the workflow between your team and theirs?
Working directly with Chris, the workflow process was extremely efficient - he was not just highly responsive, but proactive in sharing updates throughout the project. We were able to leverage tools like Slack and Google Docs to stay collaborative and communicate updates.
What did you find most impressive about this company?
They have a deep understanding of the B2B universe - they have a unique approach to recruiting to ensure we're finding and speaking to the right people but also knowing the right questions to ask, and the ability to surface meaningful insights and implications from conversations (not just reporting back what was said.)
Is there any area for improvement or anything that could have been done differently?
Would be interested to understand more about the recruiting process.