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 legal aid organisation, 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 legal aid organisation
- Sector
- Professional services
- Team engaged
- Market Research
- Services
- Government research, Offline data collection (CAPI)
Client challenge
Few eligible households used free legal aid.
Research objectives
- Deliver on the brief: awareness of legal aid services.
- Understand the views, needs and behaviour of households.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 2,000 households.
- households2,000
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 structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Household survey
- 3Insight
We surveyed households about awareness and barriers.
Government researchOffline data collection (CAPI)
Sampling strategy
- households
- 2,000
- Respondents were selected across India using quotas set in advance for each location and respondent type, so no single area or group dominated.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- 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
Key findings
- Many did not know services were free.
People can't use what they don't know exists.
Recommendations
- Build on the core insight: people can't use what they don't know exists.
- Focus effort where the evidence was strongest: many did not know services were free.
- Re-measure after the changes to confirm the effect.
Business impact
- The organisation launched local awareness campaigns.
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
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how satisfied are our clients?