Our work

Award-winning Insights into the B2B Buyer Journey for A Global Leader in Consumer Credit Data

Qualitative

Experience

Quantitative

The Challenge: Pinpoint game changing factors that create true points of difference in a competitive data provider landscape

Companies of all sizes rely on solid consumer and credit data to drive their business forward and power daily operations – from banks and credit unions to auto lenders and real estate agents. Aside from great data, there are many factors that drive a successful relationship with the bureaus who provide this essential data. But which factors are simply ‘table stakes’? Which are ‘nice to haves’? And which can truly set a provider apart and lead to customer delight? Ask a typical end user and they say everything is important! They want it all.

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We wouldn’t settle for that answer, of course. The insight pot of gold is many levels deeper than that.

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Our Solution: Dive deep into the customer journey + prioritize where to focus for maximum impact

Winning in this market requires nuance and human understanding to get to deep-seated truths driving decision making. But we also needed the power of insights at scale and sophisticated analytical rigor to size and prioritize the relationship factors that really drive choice and loyalty.

We did both. Beginning with immersive exploratory qualitative interviews with B2B decision makers (including C-level execs), we mapped their journey from need identification to provider selection, illuminating all the fascinating twists along the way.

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Then, we conducted rigorous quantitative research using an innovative twist on a Max-Diff technique to pull-apart ‘must-have’ vs. ‘surprise and delight’ factors by various customer types.

Our Impact: Driving Business Change & Making Our Client Team Look Like Stars

Building on foundational insights from our early years working with this client, we carefully crafted a research roadmap to drive incremental success, filling in learning gaps as we went.

This collaborative style is a hallmark of our close-knit partnership approach. And it paid off. We helped synthesize our customer journey research findings along with many more data points from win-loss research and customer satisfaction tracking to create a truly 360 view into the customer experience (including ideal state).

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This work has been foundational in understanding what customers expect from Equifax and how the brand performs across the buyer's entire journey - influencing cross functional teams to improve GTM planning, execution and optimization.

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Our client insight team won the 2024 'One Equifax' Team award recognizing outstanding work across the organization.

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That’s the best feedback we could hope for.

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