B2B market research.
Bringing B2B organisations closer to their customers
Ellie Tehrani
B2B Market Research Lead
We help organisations deepen their understanding of their B2B customers to shape their strategy around their needs.
We have a long heritage in B2B market research, having started life over 30 years ago as a B2B agency. As such, we’re experts at conducting research with hard-to-reach B2B audiences across the world. From CMOs and CFOs to miners and machinery dealers, you can trust us not just to track down the people you want to reach but to design a research approach that will help you gain rich insights that would otherwise go uncovered.
Our research powers thought leadership, business consultancy and strategy development for leading B2B organisations. For instance, our work exploring the changing priorities of business decision makers in the face of COVID-19 has helped Bloomberg demonstrate its rich understanding of its B2B audience.
B2B market research services
Our mission is to raise the impact of research – and we’re delivering
Market Research Agency of the Year
Winner
— Agency of the Year Awards, 2019
Market Research Agency of the Year
Finalist
— Agency of the Year Awards, 2020
Market Research Supplier of the Year
Winner
— Marketing Research & Insight Excellence Awards – 2019
Global Agency of the Year
Highly Commended
— Market Research Society Awards, 2019
Best Training and Development
Highly Commended
— Market Research Society's Operations Awards, 2019
Best Data Collection (telephone)
Finalist
— Market Research Society's Operations Awards, 2019
Best Data Collection (face-to-face)
Finalist
— Market Research Society's Operations Awards – 2019
Understanding the shift in business decision makers’ priorities as they enter a new normal with Bloomberg
Creating compelling content for Bloomberg to help its readers understand how their peers are responding to the pandemic.
Developing a future-focused digital product strategy for Wall Street Journal
A mixed methodology approach helped Wall Street Journal understand how to position the brand for success in a rapidly changing world.
Establishing a pan-Asian Financial Health Index for GoBear
A collaborative and consultative qualitative & quantitative approach helped GoBear establish a Financial Health Index in key markets, thereby expanding its brand value beyond the current positioning.
Discovering future growth opportunities for Treatwell
An extensive programme of research has helped Treatwell deepen its valued B2B relationships and shape its strategy around their needs.
The global boutique for data and insight
Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.
Techlash is here – understanding the future of marketing
What does the next decade hold for marketing in the US and China? What are marketers’ priorities? Do they face increasing resistance from consumers and their views of new marketing innovations? Understand the consumer trends and the perspectives of leading marketers across the world’s two biggest economies: China and the US.
Download the report now
Taste, Trust, or Trend? Decoding the Plant-Based Milk Movement.
In cafés from Stockholm to Singapore, something curious is happening to the humble latte. The milk has changed – but the meaning of what’s being poured has changed even more. Oat milk, once a fringe choice in vegan corners of Brooklyn and East London, now commands entire refrigerator shelves in mainstream supermarkets. In London alone, […]
Why Chocolate Sales Are Rising in a Health-Focused World.
Global demand for chocolate is rising, even as consumer concern over sugar, processed foods and wellness reaches new heights. Across the UK, the US, and key Asian markets, confectionery companies are reporting growth not just in premium segments, but also in functional and “better-for-you” formulations once considered niche. The shift reflects a broader recalibration of […]
Why Technology Buyers Are Saying ‘Not Yet.’
The global tech retail market is slowing. Consumers who once chased every new release are now holding off, thinking harder, and stretching upgrade cycles across devices – from phones to wearables to home tech. What’s changed isn’t just price sensitivity; it’s mindset. The old rhythm of new-for-new’s sake is being replaced by a more deliberate […]
Pets Take Priority as Pet Owners Pull Back Elsewhere.
As households pull back on travel, fashion, and tech upgrades, one category remains oddly resilient: pet care. UK pet spending rose by 3.2% in volume in Q1 2024, even as overall consumer goods slowed. In the US, Chewy’s latest earnings show revenue up 5.6% year over year. Globally, this category isn’t just weathering economic pressure […]
Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions. The impact of the work is still being felt now, several years later.
Customer Intelligence Director
Wall Street Journal
Customer Intelligence DirectorI have been working with Kadence for more than 4 years and they have always delivered consistently good outputs. Their ability to understand business goals and translate them to research objectives as well as a high degree of flexibility by collaborating with clients and providing recommendations that are otherwise overlooked differentiate them from other research agencies in the market.
Head of Insights
Discovery
Head of InsightsWe have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.
Head of Research
Bloomberg
Head of ResearchKadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.
Performance Marketing & Analytics Director
Treatwell
Performance Marketing & Analytics Director
Sales & Marketing
Vital Strategies