About
ART & SCIENCE
Art & Science is Differentiated’s annual research into the communication preferences of our customers' customer.
2024 is the second year that we’ve conducted the research, targeting 200 respondents from a range of different sectors.
Art & Science is Differentiated’s annual research into the communication preferences of our customers' customer.
2024 is the second year that we’ve conducted the research, targeting 200 respondents from a range of different sectors.
Why Art & Science?
Our 2023 research discovered that 90% of respondents said that there was both an art and a science to creating a positive buyer experience.
But what is the art and what is the science?
For us, the science is the tangible data-driven insights and resulting targeted strategies you create to design experiences. The art is the creative application of those strategies and the design of the assets and engagements within them – in short, the human-centred parts. The balance between the two ensures that your relationship with your customer is effective and has substance where it matters.
This year we delved into the minds of our customers' customer again, to get an up-to-date idea of how they feel about the current state of the market. Just like last year, we took an in-depth measurement of how they feel about their job roles; their content and contact preferences; and more on the use of ABM and rising technology like GenAI.
Is art and science still important? Certainly.
In 2024, the numbers are down slightly, but 84% say solution providers still need to recognise that there is both an art and a science to creating a positive buyer experience. Slightly more think the science aspects could be improved more than the art dynamics, with 85% saying solution providers could do more to improve the science and 80% that more could be done on art.
So, room for improvement all round then.
of respondents said that there was both an art and a science to creating a positive buyer experience.
Why Art & Science?
Our 2023 research discovered that 90% of respondents said that there was both an art and a science to creating a positive buyer experience.
But what is the art and what is the science?
For us, the science is the tangible data-driven insights and resulting targeted strategies you create to design experiences. The art is the creative application of those strategies and the design of the assets and engagements within them – in short, the human-centred parts. The balance between the two ensures that your relationship with your customer is effective and has substance where it matters, but doesn’t become simply an exchange of data and formalities.
This year we delved into the minds of our customer’s customers again, to get an up-to-date idea of how they feel about the current state of the market. Just like last year, we took an in-depth measurement of how they feel about their job roles, their content and contact preferences, and more on the use of ABM and rising technology like GenAI.
Is art and science still important? Certainly.
In 2024, the numbers are down slightly, but 84% say solution providers still need to recognise that there is both an art and a science to creating a positive buyer experience. Slightly more think the science aspects could be improved more than the art dynamics, with 85% saying solution providers could do more to improve the science and 80% that more could be done on art.
So, room for improvement all round then.
of respondents said that there was both an art and a science to creating a positive buyer experience.
decision makers
Who did we speak to?
We wanted to get a fully formed picture of how tech-led organisations are approaching propositions and partnerships in 2024. The survey included 200 decision makers from CIO/CTO down, in UK businesses with over 500 employees, over a range of sectors.
See a full breakdown of the respondent data here.
decision makers
Who did we speak to?
We wanted to get a fully formed picture of how technology-led organisations are approaching propositions and partnerships in 2024. The survey included 200 decision makers from CIO/CTO down, in UK businesses that had over 500 employees, over a range of sectors.
See a full breakdown of the respondent data here.
What’s new in 2024?
We shifted the focus of some of our research this year, with a view to understand more about your customer’s content needs during the purchasing process. We also removed data from smaller businesses (100-500 employees) to focus more on behaviours within medium to large, and enterprise businesses.
And it wouldn’t count as a piece of research if we didn’t ask some questions about GenAI now, would it?
