Q&A with B2B Research Project finalist, Expereo and Beehive
Editor’s note: Expereo and Beehive are finalists of the 2025 B2B Research Project award, a category in the Marketing Research and Insight Excellence Awards. The winners of the awards will be announced on November 19 during a virtual celebration. To find out more about the awards, visit QuirksAwards.com.
Expereo and Beehive teamed up to create a B2B research initiative that changed how customer insight drives decision-making at Expereo. This project was named a finalist in the 2025 B2B Research Project award in the Marketing Research and Insight Excellence Awards.
This initiative created a continuous feedback loop through profiling surveys, in-depth interviews and the creation of a Product Advisory Group. The approach has reshaped Expereo’s internal practices, fostered cross-functional collaboration and embedded the customer voice into the organization’s DNA.
Amory Somers Vine, customer experience director at Expereo, said the project is now used as a blueprint to Expereo’s B2B strategy.
“It exemplifies effective, creative and innovative B2B research – with a lasting impact on products, people and performance,” Vine said.
Learn more about this B2B research project in this Q&A with Vine.
Describe your project and the effect it had on your business.
Expereo, in collaboration with Beehive, embarked on a transformative B2B research project aimed at enhancing customer engagement and driving product development. The project was centred around Expereo’s flagship platform, expereoOne, and was designed to understand the nuanced needs of global enterprise clients. This initiative combined customer listening with innovative structures for collaboration and feedback.
The research program included a mix of quantitative profiling, in-depth qualitative interviews and co-creation through a Product Advisory Group. This comprehensive approach provided clear customer insights that enabled Expereo to achieve several key milestones:
- Increased platform utilization: The project contributed to a significant 300% increase in platform utilization.
- New digital ordering capability: User testing with customers resulted in the successful launch of a new digital ordering feature.
- Enhanced user experience: The project facilitated increased bug fixing and the introduction of user-requested UX improvements.
- Continuous improvement: The creation of the Product Advisory Group provided a forum for customers and internal teams to meet quarterly, test ideas, share feedback and guide future developments.
This research initiative not only solved current business problems but also had the potential to influence longer-term business objectives.
By embedding customer insights into the strategy and culture, Expereo fostered deeper partnerships with key clients and ensured that products were aligned with user needs. The continuous feedback loop, established through this project, has become a cornerstone of Expereo’s approach to customer engagement and product development.
What does it mean to your team to be named a finalist in the 2025 Quirk’s Awards?
Being named a finalist for the Quirk’s Marketing Research and Insight Excellence Awards is a significant achievement for the team. It serves as a testament to the hard work, creativity and innovative approach to B2B market research.
The nomination itself highlights the team's ability to go beyond standard best practices and employ innovative methods to achieve their objectives. Being a finalist affirms that our work has made a meaningful impact on the business and our customers.
The recognition will encourage the team to continue striving for excellence and innovation and reinforce the importance of listening to customers, understanding their needs and making customer-focused decisions
How was your team able to get cross-functional buy-in on the created research tools?
To achieve cross-functional buy-in, the team employed several strategic approaches:
- Stakeholder workshops: The team began with a stakeholder workshop that brought together internal leaders to align business priorities and clarify key hypotheses. This collaborative effort ensured that the research framework reflected real-world challenges and objectives.
- Co-creative model: Internal teams were invited to observe interviews and participate in workshops. This approach ensured that insights were heard firsthand and absorbed deeply across functions. Product owners became engaged actors in the insight process, breaking down silos and fostering immediate empathy.
- Product advisory group: The creation of a product advisory group provided a quarterly forum for enterprise customers and product teams to share, co-create and learn. This group drove decisions that resulted in live updates to expereoOne, ensuring that customer input directly shaped product development.
- Ongoing engagement: The research initiative embedded an ongoing, sustainable model where insight is gathered, shared, discussed and implemented regularly. This continuous feedback loop ensured that Expereo stayed aligned with enterprise client needs in a fast-changing market.
These strategies collectively ensured that cross-functional teams were not just passive recipients of research findings but active participants in the insight process, leading to practical, high-impact decisions.