Adience, a B2B market research agency, has been launched by industry veteran Chris Wells.
The New York-based agency will help B2B brands conduct research, providing training, advice and other services, the company says.
“We believe that the research industry is going to be significantly disrupted by the rise of DIY tools and online marketplaces, among other things,” Wells states, adding that “this disruption will mean that the traditional full-service research agency is no longer ‘fit-for-purpose.’”
Previously, Wells served on the management team of Circle Research, the B2B research firm, prior to its purchase MIG Global (now Savanta).
Wells continues: “The next generation of research agencies has to completely rethink its model for working with clients.”