What’s the same,
what’s changed?
What’s the same,
what’s changed?
Art & Science is our annual research into the marketing preferences of our customer’s customer.
We realised there was little conversation about how our target audiences want to be communicated with – or how to meet those needs. So, we started talking.
As you read the pages of this, our third annual report, you’ll see that we’re still as surprised and encouraged as when we conducted the very first study.
There are key themes that remain the same, which only compound their significance. And there are fresh insights to explore – which not only help us keep our finger on the pulse of change, but also help our customers understand their customers better as their universe evolves.
Why ‘art’ and why ‘science’?
In 2023, 90% of respondents said that there was both an art and a science to creating a positive buyer experience. In 2024, 84% still felt that way. And today, 89% agree that it needs to be recognised. Our research consistently reinforces the point, year on year.
‘Art’ is the imaginative and inspired beauty of successful engagement. It’s drive, dedication and development. It’s the creative application of the strategy. ‘Science’ is the data-driven insight behind that strategy. The innovative approach to a problem. The human truth that resonates with an audience.
of respondents said that there was both an art and a science to creating a positive buyer experience
Why ‘art’ and why ‘science’?
In 2023, 90% of respondents said that there was both an art and a science to creating a positive buyer experience. In 2024, 84% still felt that way. And today, 89% agree that it needs to be recognised. Our research consistently reinforces the point, year on year.
‘Art’ is the imaginative and inspired beauty of successful engagement. It’s drive, dedication and development. It’s the creative application of the strategy. ‘Science’ is the data-driven insight behind that strategy. The innovative approach to a problem. The human truth that resonates with an audience.
of respondents said that there was both an art and a science to creating a positive buyer experience
purchasers of technology solutions and services, in UK businesses with over 500 employees
Who did we speak to?
We wanted to get a fully formed picture of how technology buyers and specifiers are approaching propositions and partnerships in 2025/26.
Our survey therefore included 200 purchases of professional tech solutions and services in UK businesses with over 500 employees. Most were C-level executives. You can see a full breakdown of the respondent data by clicking the link below.
Who did we speak to?
We wanted to get a fully formed picture of how technology buyers and specifiers are approaching propositions and partnerships in 2025/26.
Our survey therefore included 200 purchases of professional tech solutions and services in UK businesses with over 500 employees. Most were C-level executives. You can see a full breakdown of the respondent data by clicking the link below.
purchasers of technology solutions and services, in UK businesses with over 500 employees
What’s new in 2025/26?
The biggest shift this year is not in the science – it’s in the art.
In 2024, 80% said providers could do more to improve the art around creating a positive buyer experience. In 2025, that figure has jumped to 90%. Does this 10% increase reflect the proliferation of AI and the way it’s driving a reduction in creativity? Or does it underline the fact that belief is not created by efficiency alone; it is created when human input is evident.
Either way, it indicates that humans are still very much needed (thankfully) and so is the unique, real and authentic value we add.
The art of marketing – the ability to communicate with personality, imagination and empathy – is what gives science its impact. Without it, providers risk merely adding to the noise. And that noise is incredibly difficult to believe in.
Contact us...
Find us:
Differentiated Ltd, 1650 Arlington Business Park, Theale, Reading, Berkshire, RG7 4SA
