A short 5 page guide for any B2B business on providing marketing / market research / creative thinking to your client.
Common pitfalls and top tips. What stops you being creative? How can you improve the situation? Get creative!
Read the paper here Creativity and customers
Our paper “Harnessing Social Brainstorms for better business decisions” was nominated for the Market Research Society’s 2009 Research Award. Request your copy now.
The judges said…
“A lively, well written and interesting paper on a technique with clear applications for large numbers of dispersed B2B respondents”
“A very good read. A good mix of theory and case studies demonstrating the effectiveness and benefit of a new online approach”
Thanks to slackonomics.com
Challenge: Understand reasons for much lower retention levels of female employees in a professional services organisation
Our approach: Interviews with junior and senior male and female employees and male and female clients
A few of our recommendations to encourage better retention
- Reconsider the business model where income is based on hours not results. Clients also expressed dissatisfaction with the system that encouraged the professional services company to pester them with unnecessary updates and lengthy reports. They preferred the approach of female account handlers, especially mothers with busy lives who delivered crisp summaries at critical intervals
- Build connections up and down the organisation between new female employees and succesful family minded senior employees to share coping strategies and indentify effective policy updates
- Develop alternative career paths where those (male or female) employees who wished to also have time with their families or other interests, could develop expertise and seniority in departments not requiring 24/7 availability
Timescale: 1 month