CASE STUDIES:
SECONDARY RESEARCH
We are true specialists at the part-art, part-science practice of secondary (desktop) research. Sure, anyone can search Google or ask ChatGPT for answers to questions about markets or competitors. But siphoning information from disparate sources, triangulating results (especially when inconsistent), analyzing and synthesizing findings, and telling a "story" about one's market or competitive landscape is another matter entirely. This skill separates research practitioners in general, and WolfWorks in particular, from novices.
Our secondary research work spans many fields, including well-established industries along with niche and emerging markets. Examples include education curriculum, hospital technology, Millennials, human resources software, senior living, LGBTQ public policy, cybersecurity, AI-based annotation, and social-emotional learning. Below are just a few samples.
To refine its member retention and acquisition strategy, a non-profit organization advocating for aging services providers (nursing homes, assisted living centers, etc.) needed to understand the relative market opportunity across each provider type that it serves, and trends affecting the future of aging services
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We conducted a deep market environment analysis across each of 12 defined industry sectors plus a handful of newly trending models.
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The client used our findings to adopt new member retention initiatives, re-prioritize sectors that it serves, and to plan upcoming member studies.
To expand sales of its auto, home & renters’ insurance through indirect channels, a regional P&C insurance provider wished to explore the opportunity to sell through financial sector channels, and needed to understand the financial industry’s overall composition. It was also interested in the leading players per sector, as potential business partners.
We conducted industry research on several distinct financial sectors, and developed partner candidate profiles.
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As a result, the provider honed its channel strategy and pursued agreements with ~5 leading financial brands, some which led to long-term partnerships.
A fast-growing AI-based machine learning provider needed to understand how its compares to others in the emerging data validation and annotation space.
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We conducted "mystery shops" into each competitors’ sales arms, gathering information through conversation and live demos on several dimensions including target audience, product features, pricing, and positioning (brand promise). To execute this ethically, we partnered with an actual AI industry investor group.
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Findings equipped our client to evolve its technology, better position itself based on unique or “tablestakes” messages, and calibrate its pricing models to be more competitive.
A non-profit new entrant in elementary, middle and high school mathematics curriculum need to understand the pedagogy, brand promise, differentiating features/functions, price model and market receptivity of entrenched providers.
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WolfWorks researched market dynamics and profiled 5 key competitors in depth. Each profile included detailed pricing summaries, including pricing formats/tiers, and an apples-to-apples estimate of a typical buyers’ total cost.
Our client leveraged these learnings to refine its positioning, product development and sales strategy ahead of its major product launch.
