Market Segmentation and Go-to-Market Strategy for a U.S. Legal Research and Analytics Provider

Client and project overview

Our client, a provider of legal research and analytics to leading law firms in the U.S., came to us wanting to gain a deeper understanding of its customer base. The purpose was so the client could make a more informed decision about their revised go-to-market approach.

Key questions

In order for us to successfully conduct market segmentation and a go-to-market strategy, we asked the following questions:

• How can law firms be segmented in the U.S.?
• Is there a link between a law firm’s profile and the information products they use?
• Is there a pattern around law firm characteristics and their information purchasing and usage dynamics?
• How should the solution be positioned in the context of its competitors?

Results

• We segmented the U.S. legal market into four commercially relevant and statistically distinct segments
• We also provided a clear go-to-market strategy for each segment which identified key product features to be emphasized as well as optimal near-term and longer-term positioning. The client was delighted as these new insights enabled them to secure many new customers.