Global Consultancy Brand Study

Objectives

• Assess brand perception among a highly sophisticated consultancy audience
• Benchmark performance against leading global competitors
• Identify priority service areas over the next three-year planning period
• Understand evolving expectations among senior business decision-makers

Methodology

This was a globally coordinated quantitative study combining CATI and online research. Fieldwork was delivered using an 80% CATI and 20% digitally recruited online survey split, helping balance scale, reach, and respondent accessibility across markets. RONIN managed the study end to end, including sampling, scripting, translation, localisation, and cross-market coordination to ensure consistency and comparability.

The study targeted senior business decision-makers specialising in finance, tax, and audit. Participants included C-level executives, non-executives, and specialist decision-makers from corporates with more than 1,000 employees and revenues above $500 million. This ensured the study captured the views of a high-value audience operating within large, complex organisations.

Challenge

The project required precise targeting of senior decision-makers across a large number of international markets within a highly competitive and reputation-sensitive category. Reaching the right respondents, validating organisational structures, and maintaining consistency across markets all demanded a carefully controlled and highly coordinated fieldwork approach.

How RONIN approached it

RONIN combined CATI and digital recruitment with precision audience targeting to reach senior decision-makers in large global organisations. Data enrichment platforms were used to validate company structures and improve contact accuracy, helping strengthen respondent quality and market coverage. This blended methodology allowed the study to maintain both scale and depth across international markets.

Results

The study gave the client a clear view of the competitive consultancy landscape and how its brand was perceived across audiences and regions. It highlighted the attributes driving awareness, differentiation, and trust, while also identifying perception gaps across markets. These insights supported a more focused positioning strategy and helped the client align its brand more closely with what matters most to senior decision-makers in a crowded, high-value category.