DATA &INSIGHTS LAB.
B2B data and insights
Our Data & Insights Lab services.
Our Data & Insights Lab focuses on two core research streams: audience and buyer intelligence that informs brand positioning, thought leadership and ABM campaigns, and bespoke, data-driven studies that fuel thought leadership – providing credible substantiation of a ‘big idea’ that highlights a challenge you can help customers solve or an opportunity you can help them unlock.
Our Data & Insight Lab’s areas of expertise, spanning research design, execution and data analysis, include:
- Audience and client insights – including client listening, buyer group insights, customer insights
- Market and target research for ABM
- Competitor intelligence to inform positioning and strategy
- Quantitative opinion research – design and execution, specialising in hard-to-reach audiences (C-Suite, investors, tech leaders, UHNWIs)
- Qualitative research – interviews, focus groups and ethnographic studies
- Advisory boards – panels of subject matter experts providing strategic insight and guidance
- Using data to create story-rich indexes and benchmarks
- Scenario planning and horizon-scanning
- Economic and climate modelling models – design and execution, in partnership with specialist economists, to substantiate a big idea with a big number and a financial impact
- Data visualisation and data storytelling
As the saying goes, “When dog bites man, that’s not news. Man Bites Dog’s a story.” But a Man Bites Dog story needs to be substantiated by data.
Our approach to B2B data & insights.
Effective thought leadership combines a big idea that bridges from brand to sales with robust, proprietary data. In fact, 75% of C-suite leaders say they are more likely to read or engage with content that is supported by original research.
Rather than conducting ‘state of the nation’ surveys to gauge public opinion on a broad topic in the hope of discovering something interesting, we start with the objective in mind. We use our core idea to guide a focused and specific piece of research, generating evidence-based content that establishes trust and provides substance for business leaders to engage with and act upon.
We are proud to have created seminal thought leadership campaigns that have changed thinking and become a platform for our clients to grow their businesses over the long term:
- In 2005, we developed the Gensler Workplace Survey (now in its 20th edition) based on the big idea that workplace interiors are the most important, but forgotten, quality of buildings. Our research proved the link between office design and productivity for the first time - transforming our client’s offer from design cost to business value.
- In 2018, we created a new approach to labour economics that enabled us to make Korn Ferry the first to predict the Global Talent Crunch before it happened and deliver a suite of strategic workforce planning services based on valuable new data.
- In 2015, we worked with Arcadis to create the Sustainable Cities Index (now in its sixth edition), ranking 100 cities by people, planet and profit. This enabled Arcadis to lead the urban sustainability agenda and use our data to play an active role in the ongoing improvement of city sustainability.
Why data and insights are important for B2B thought leadership.
Contact our Data & Insights Lab.
Get in touch
