Thought leadership - Case Study
A fast growing, second tier professional services firm was looking for a thought leadership piece of work anticipating the impact of the adoption of International Financial Reporting Standards (IFRS) on the investment community.
Long term this will lead to much greater consistency and transparency of financial information however, in the short term, it will leave the investment community with limited, comparable financial information on which they can base their recommendations. This is a frightening prospect for investors and we wanted to know to what extent this has been effectively communicated to investment analysts, how it has been communicated, what sources of comfort the investment community was planning to use over the short and medium term and what they were most concerned about in the short term.
IQ conducted 50 telephone depth interviews with the investment community, using stimulus material to challenge opinion and engage the respondent. The interviews were pitched more along the lines of a discussion between two informed analysts, debating a topic rather than a structured interview.
The client was able to use the research material to incorporate into a thought leadership brochure which was used in a proactive marketing sense, to generate PR coverage and to send to client organisations.