Business To Business

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We are B2B research experts

Between 2010 and 2015, Capita plc commissioned Guildwright to conduct fifteen separate B2B research projects, across their many diverse businesses, including:

1. Exploring business attitudes to and changes needed to their core service offerings versus the competition
2. Assessing the impact of the new acquisitions on client expectations and relationships
3. Testing new brand identities and positioning for divisions and understanding their impact on client attitudes and spend
4. Testing the fit/suitability of proposed service propositions and their potential impact over engagement, loyalty, and spend
5. Developing new marketing materials that would be successful across all media channels

The importance of skilled researchers

Guildwright’s moderators have the business acumen and gravitas to conduct highly professional B2B surveys.

We not only uncover unique insights and opportunities but can actually influence customer buy-in and brand loyalty. This often ‘unseen’ cost benefit from high quality interviews is a valuable by-product of great research.

A business radar

As a ‘radar’ for Capita’s businesses it was our role to not only gain the trust and buy-in of valuable clients, but also that of often sceptical internal staff and Senior Management Teams.

Through professional B2B interviews and surveys we not only captured the key factors that would influence future attitudes and purchase decision behaviour among clients past/present/future but became a key trusted partner in driving change across this FTSE100 company.

Evidence that supports client decision making

Over 15 research and creative workshop projects Guildwright ensured:-

• Brand strategies, direction and market positioning for the many Capita Business Units
• The launch of new brand identities and associated marketing programmes to drive sales and inspire internal teams
• Identification of lucrative target markets for each of the new business units and the tools needed to convince audiences to remain loyal, to increase their spend, or to switch from the competition
• Development of new and inspiring service/product offerings to drive sales and upselling, as well as enhance customer relationship management

“If your strategy needs a rudder, Guildwright will be the best investment you will ever make.”When developing a customer-centric strategy, the quickest route to success is from quality customer insight. Guildwright’s approach is ground-breaking but always focused, pragmatic and collaborative.”

Marketing Consultant, Capita Group