Illustrative engagement. A representative scenario showing how we approach this kind of work in professional services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping professional services
Consulting, legal, accounting and advisory firms win on reputation and relationships. Client feedback, thought leadership and steady lead flow keep them growing.
- Thought leadership builds credibility
- Client feedback improves retention
- Lead generation is becoming more digital
Client background
A corporate law firm, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A corporate law firm
- Sector
- Professional services
- Team engaged
- Market Research
- Services
- Qualitative research, Research consultancy
Client challenge
The firm wanted to understand how clients rated its service compared with competitors.
Research objectives
- Deliver on the brief: client feedback for a law firm.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 5 weeks.
Target audience
Scope: 25 interviews.
Audiences we typically reach in professional services
Clients and former clientsProspectsBusiness leadersPartners and referrersProfessionals and staff
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Client interviews
- 3Insight
We interviewed general counsel and business heads about responsiveness, expertise and value.
Qualitative researchResearch consultancy
Sampling strategy
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 25
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- 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
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Clients valued expertise but wanted clearer fee estimates.
Predictable fees build trust.
Recommendations
- Build on the core insight: predictable fees build trust.
- Focus effort where the evidence was strongest: clients valued expertise but wanted clearer fee estimates.
- Re-measure after the changes to confirm the effect.
Business impact
- The firm introduced upfront fee ranges.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how satisfied are our clients?