A good number of companies are undergoing a huge digital transformation; not only is their technological aspect changing, but also their work culture. What has for us turned into a great opportunity to implement changes in client approach and so create new and better solutions. In this talk we will present to you what we have learnt so far by continuously researching for B2B clients in order to identify business opportunities, and how are we balancing the "compromise" between Client Centricity and Business. We will also show which steps were unsuccessful and how a good part of the iterative and incremental process helped us in organizing and structuring our actions, visualizing research as an essential step in the decision-making process of the product/business teams.