Helping a global law firm alliance to gain strategic insights

The need

A global alliance of legal service providers of employment, immigration and pensions law approached us as part of a review of their Global HR Law guide.  They wanted to ensure it stood out in an increasingly competitive market, by improving the user experience and the quality of their content.

What we did

We designed international focus groups to carry out targeted research into the topics where the Global HR guide could add more value, especially in terms of digital content.  This involved coordinating and moderating groups of senior lawyers from a range of jurisdictions and firms within the network, carefully posing questions and leading the discussion within the group, to ensure the key insights were identified and understood.

In addition, we conducted several one-to-one interviews with members’ clients to summarise their needs from any global centralised resources, and how those are used alongside the key services from their local member firm.

The outcome

All the research was collated into an insights report to assist with internal presentations on the future needs of the Global HR Law guide. 

To meet those needs, we devised a three-phase plan to improve the quality of their written material, the usability and efficiency of their website, and eventually implement registration.

The team can now use this information to inform their wider plan to increase usage and traffic to the guide, turning that interest into trust and global recognition as employment law specialists, wherever a business is operating in the world.