In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned.

Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions.

After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across transport, energy and climate sectors, through a program of brand equity research to understand market perceptions and guide strategic decisions.

Hear Simi and Trevor discuss the business challenges prompting the research, the most valuable insights gained, and how the findings helped guide strategic decisions at Ricardo.

Key discussion points:

Why unbiased external research is essential during acquisitions
Understanding and validating the brand equity of an acquired company
How research helps reduce post‑acquisition brand confusion
Bringing internal teams and acquired employees on the journey
Turning insight into strategic, operational and marketing decisions
Why objective research prevents costly long‑term mistakes
Lessons learned for organizations planning similar brand‑equity projects