ML implemented an ongoing win/loss evaluation program on behalf of an auditing firm. Each year, the ML team interviewed all recent new client wins and losses, aggregating all of the key findings into market intelligence reports which compared and contrasted each year’s data.
The client used these results to establish new annual initiatives to impact brand perception and new business acquisition rates.
“I conduct interviews for our clients sometimes as an extension of their team, and sometimes as an objective third party. While both means are very effective, I find that contacts are much more willing to share information with me in the second instance.
“Either way, the key to making the interviewee comfortable and facilitate sharing is to engage them in a conversational style.”