Industry overview
What is shaping information services
Data, ratings and information providers need to understand what users actually need, keep their data fresh and size new opportunities accurately.
- Users want timely, verified data in their workflow
- Data collection at scale needs strong quality control
- New products need validation before launch
Client background
A business information provider, working in United Kingdom, United States & India. Client identity is withheld to protect confidentiality.
- Organisation
- A business information provider
- Sector
- Information services
- Team engaged
- Market Research
- Services
- Qualitative research, Business panel, UI/UX design
Client challenge
The provider’s subscribers included sales teams, credit analysts and procurement managers, but product decisions were based on a few vocal customers. Renewal rates were slipping, and the company did not know which features each user group valued or struggled with.
Research objectives
- Deliver on the brief: understanding what users need from a company information database.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
Scope: 30 interviews, 600 survey responses.
Audiences we typically reach in information services
Data users and analystsSubscribers and enterprise buyersData contributorsProspectsPartners
Geographic coverage
Coverage: United Kingdom, United States & India. Markets: United Kingdom, United States and India.
- United Kingdom
- United States
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2User interviews
- 3Task-based usability testing
- 4User survey
- 5Insight
We interviewed users in each role about their workflows, then watched them complete real tasks such as checking a supplier or building a prospect list. A survey of subscribers measured how often each task occurred and how satisfied users were with data quality, search and exports.
Qualitative researchBusiness panelUI/UX design
Sampling strategy
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 30
- survey responses
- 600
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Credit analysts valued data freshness above all, while sales teams needed better contact data and CRM exports.
- Product teams used the findings to prioritise their roadmap for the following year.
Different roles used the same product for very different jobs.
Recommendations
- Build on the core insight: different roles used the same product for very different jobs.
- Focus effort where the evidence was strongest: credit analysts valued data freshness above all, while sales teams needed better contact data and CRM exports.
- Re-measure after the changes to confirm the effect.
Business impact
- The provider introduced role-based workspaces and data freshness indicators, and prioritised CRM integration.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how accurate and fresh is the data?
Client identity is withheld to protect confidentiality.