New Research Firm Emblaze Launches Behavioral, Brain, and Field Testing for B2B Buyer Interactions

B2B companies now have access to a dedicated research firm focused on understanding how buyers frame value and make decisions. Emblaze, a newly launched firm, aims to help marketing, sales, and customer success teams improve buyer interactions and achieve better commercial outcomes.

Emblaze is structured around three core research practices designed to optimize performance throughout the revenue chain:

• ​Behavioral Science Research: Utilizes fast, large-scale simulation studies to apply behavioral outcome-based findings to performance.
• ​Brain Study Lab: Equipped with EEG, ECG, GSR, eye tracking, and facial recognition technology to determine subconscious responses and impacts.
• ​Field Test Functionality: Includes a 10-person inside sales call center and a lab-in-a-box solution to test real-world interactions and outcomes.

The research agenda at Emblaze will cover industry hot topics, test and validate key technology platforms, and offer testing as a service for companies seeking to research their own messaging, content, and buyer interactions. Experiments will focus on determining optimal cadences and touch patterns, studying messaging and content effectiveness, measuring the impact of conversation skills, and identifying the most suitable technology stack.

According to Tim Riesterer, Chief Visionary at Emblaze, the goal is to aggregate and anonymize findings from these research efforts to create a substantial body of science-backed results. These results will be accessible to B2B marketing, sales, and customer success professionals through both free and paid subscription communities.

Emblaze aims to provide a new type of analyst firm for the industry, differentiating itself from traditional survey and opinion-based analyst firms by testing actual buyer interactions rather than relying on retroactive observations of company best practices. The firm also plans to distinguish itself from established analyst firms like Gartner and Forrester by conducting company-specific experiments that yield custom findings, rather than generalized frameworks and recommendations. Consulting and training services will be available through its parent company, Corporate Visions, to ensure effective implementation of research findings.

Examples of current and future Emblaze experiments include:

• ​Brain study and field tests to determine the optimal buyer enablement content. With 80 percent of the buying journey being digital self-service, Emblaze seeks to understand the impact of static content assets versus interactive assessment-type assets in motivating buying decisions.
• ​Field testing to help companies lower costs and improve sales efficiency, including determining the optimal mix between digital, automated touches and human sales intervention, and developing a playbook for field salespeople transitioning to an inside sales environment.

Emblaze is staffed by both on-staff and contract PhD scientists specializing in behavioral economics, cognitive neuroscience, and social psychology.

About Emblaze

Emblaze is the only B2B research firm dedicated to studying how decision-makers frame value and make choices. Unlike traditional market research and advisory firms, Emblaze conducts rigorous research studies grounded in several Decision Science disciplines:

• ​Behavioral research: Discover underlying buying motivations of B2B decision-makers.
• ​Brain studies: Measure subconscious responses to learn what motivates action.
• ​Field trials: Test and validate the ideal approach for turning prospects into customers.

Learn more at b2bdecisionlabs.com.