B2B Research Firm Adience Launches in NYC

Former Circle Research exec Chris Wells has launched a B2B market research consultancy called Adience, based in New York City.

Wells (pictured) most recently served as VP at Next Fifteen Communications' research division Savanta, in the US, having spent the previous decade in London as a director at B2B MR consultancy Circle Research, now merged into Savanta.

According to Wells, his new agency Adience has been launched to 'fill a void in the research agency landscape' by offering a more collaborative approach, with research buyers given the opportunity to be 'hands-on' throughout projects. Services offered to clients across a wide range of B2B markets include market segmentation, brand development, buying process analysis, perception tracking, product development and thought leadership. In addition, Adience offers training and advice to clients who want to undertake research themselves, but who need guidance on best practice.

Commenting on the launch, Wells said: 'We believe that the research industry is going to be significantly disrupted by the rise of DIY tools and online marketplaces, among other things. This disruption will mean that the traditional full-service research agency is no longer 'fit-for-purpose'. The next generation of research agencies has to completely rethink its model for working with clients. Adience has been built with that future in mind'.

Web site: www.hello-adience.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.