Brand study for a leading legal tech company

Background

One of the leading legal tech companies in the Nordics, specializing in digital solutions for legal work, compliance and business support, was considering a possible rebrand. The company is part of one of Europe’s largest business software groups and had already surveyed its existing customers. Now it wanted to add the view from the wider market.

Assignment

We were asked to carry out a brand study focused on decision makers, buyers and users in the relevant target groups, in both the private and the public sector. The aim was to give the company a sound basis for deciding whether a rebrand was strategically justified, and a deeper understanding of the brand’s current position, associations and competitive situation.

Method

The project started with a kickoff meeting where we defined the objectives and research questions together with the client. We then developed a tailored questionnaire and tested it on a small pilot group.

Data was collected through telephone interviews with people from different industries, company sizes and roles, all connected to areas where the client’s solutions are relevant. We analyzed the answers both at an overall level and by segment.

Result

The results were presented in a graphic report with concrete findings and recommendations. The study gave the client a clear basis for the rebranding decision, and a better understanding of how potential customers perceive the brand, also in relation to its competitors.