Client Success: Quantitative Market Research
Client: A multi-billion dollar leading provider of legal information
and services
Problem: Historically, legal information was provided via
subscription to a proprietary database service. As more legal
information became available on the open web, and
discoverable via on-line search engines, this situation became
a major strategic threat to the core business. To formulate an
effective counter-strategy, it was necessary to better understand
the situation from the customer perspective via structured,
statistically significant quantitative market research.
Approach: A web-based survey was designed and sent to
16,000 current customers covering topics such as online
research habits and practices, advertising acceptance, and
usage and attitudes toward both free and for-fee legal
information. The results were statistically analyzed using SPSS
( a statistical analysis software tool) and a detailed report with
strategic recommendations and findings was developed.
Results: The analysis and recommendations supplied became
the core base for the development of a new strategic direction
for the firm.