Where we’ve been and where we’re going
Where we’ve been and where we’re going
Art & Science is our annual research into the marketing preferences of our customer’s customer. We explore how they research, evaluate and make their buying decisions.
Art & Science is our annual research into the marketing preferences of our customer’s customer. We explore how they research, evaluate and make their buying decisions.
While new technologies, channels and behaviours continue to reshape the market, the fundamentals have remained remarkably consistent all along. Buyers still value expertise, evidence and meaningful human interaction. What changes is how those things influence their choices.
Specifically, this year's report builds on the bold statement we posed last year: marketing is not in the business of trust; marketing creates belief. And we’re about to make that distinction even harder to ignore.
Why ‘art’ and why ‘science’?
When we first started our research in 2023, 90% of respondents said that there was both an art and a science to creating a positive buyer experience – and today it’s still the same.
‘Science’ helps us understand buyers through evidence, insight and data. ‘Art’ is how those insights are brought to life through creativity, empathy and human connection. Neither succeeds for long without the other.
in 2026 say creating a positive buyer experience requires both art and science.
89% in 2025.
purchasers of technology solutions and services in a range of UK businesses with over 500 employees.
What’s new in 2026/27?
The notable shift this year isn't what buyers are trying to achieve. It's how they reach belief.
Staying on top of technology and AI remains the biggest challenge at 48% (50% in 2025). Uncertainty around using AI responsibly and effectively has risen from 22% to 29%.
With the growing impact of AI, today’s buyers prioritise proof. Daily marketing content consumption has fallen by 12 minutes to 1 hour 41 minutes, while preference for case studies, use cases and testimonials has risen from 34% to 42%.
They’re more cautious, relying on people as much as technology to build confidence. That’s because belief isn’t fixed; it grows, weakens, spreads and changes with every interaction.
And that’s the thinking behind this year’s theme: belief in motion.
Average daily marketing content consumption:
1 hr 41 mins
Buyers are spending 12 minutes less with marketing content each day.
feel uncertainty around using AI responsibly and effectively.
up 7%
prefer case studies, use cases and testimonials.
up 8%
of buyers’ attention goes to current vendors and solutions providers.
up 4%
say real trust begins after some form of performance or delivery.
up 3%
feel uncertainty around using AI responsibly and effectively
up 7%
prefer case studies, use cases and testimonials
up 8%
of buyers’ attention goes to current vendors and solutions providers
up 4%
say real trust begins after some form of performance or delivery
up 3%
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Visit our website differentiated.co.uk
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