Four firms are featured in this chapter, all examples of how professional service enterprises can use the looking out competencies as a starting point to master their marketplace. The first two cases explore two types of client research, qualitative and quantitative. The final two cases illustrate broader marketplace research: economic forecasting and trend analyses, and competitive intelligence.
Many legal marketing professionals believe that law firms are hopelessly behind the curve in their embrace of modern marketing strategies and tactics. Winstead Sechrest & Minick P.C., one of the largest law firms in the southwestern United States, offers a great example of a firm that used forward-thinking qualitative and quantitative research to study its clients. This case shows how one law firm employed the kind of successful research and marketing strategies that corporations have used for years to reveal buyers' underlying motivators and value-based purchase criteria. From a seemingly simple mandate to build a new Web