Our client provides extremely sophisticated software to help senior Financial decision makers in the world’s largest organisations to make critical decisions. They asked KSBR to help them identify opportunities in adjacent markets. We undertook rigorous immersion in the systems on offer today and worked with the client team to project user needs, to describe the current offer in the most compelling terms and to identify exactly who should make up one of the tightest and most senior research audiences we’ve worked with to date. Because the preparation was so thorough the outcome was clear, powerful and reliable.