Research
Clarity over assumption
We don’t guess. We track the shifting reality of the market to provide the evidence your commercial and product strategies need. From industry-wide benchmarks to deep-dive territory mapping, we provide the context and nuance that drive the best insights.
Beyond broad generalisations
Most market research in the accounting space stays at the surface. It tells you what is happening, but ignores the how and the why. We move past the easy assumptions to uncover the realities of life in practice, what prospects and clients really think, and how the forces acting on them impact their relationship with you. We provide a truth that allows your team to build, sell, and expand with confidence and evidence.
Research examples
Industry Intelligence: AccountingWEB Intelligence
The Focus:
Industry benchmarking.
The Work:
A long-standing project delivering the definitive "State of the profession" reports on tech adoption and practice growth.
The Impact:
Providing the benchmarks used by the UK’s leading vendors to align their roadmaps with real-world practice needs.
Feature & roadmap assessment
The Focus:
Product & UX validation.
The Work:
Targeted research into user behavior and pain-point validation for upcoming features to future-proof the product roadmap.
The Impact:
Moving the product and leadership team from gut feel to evidence-based development, ensuring new releases hit the mark immediately.
Geographic & market strategy
The Focus:
New territory investigations.
The Work:
We mapped out the most comprehensive view of key accounting markets ever produced, moving beyond high-level stats to analyse the granular reality of the landscape.
The Impact:
A blueprint of actionable insights that informed a total strategic approach to reclaiming territory and establishing market dominance.
Client sentiment & feedback
The Focus:
Commercial ‘Voice of the Customer’.
The Work:
Deep-dive research to identify the specific commercial pressures and opportunities facing their most successful users.
The Impact:
Equipping sales and success teams with a nuanced understanding of their customers’ worlds, shifting conversations from features to outcomes.
Research that informs every move.
Market Mapping
Deep-dives into specific territories or sectors (UK, Ireland, and International).
Competitor Scrutiny
Understanding your position relative to the reality of the market, not just the marketing.
User Empathy Studies
Helping Developers and Product teams see the world through the accountant's eyes.