2Europe conducted this international research for a leading provider of tax news and analysis, to help the organisation better understand customer perceptions, content engagement, and market positioning across its global audience. The project demonstrates 2Europe’s expertise in combining qualitative and quantitative methods to deliver strategic insight that supports customer retention, brand development, and product innovation in the professional publishing and information services sector.
Project Overview
The client commissioned 2Europe to conduct research to assess how its clients—primarily tax professionals, legal advisors, and policymakers—perceived the organisation’s content, services, and brand value. The goal was to identify what differentiated the client from competitors, evaluate how readers consumed its editorial content, and determine opportunities to improve engagement and subscription loyalty.
As a long-established provider of authoritative tax analysis and reporting, the client recognised the importance of aligning its products with evolving customer needs. 2Europe was selected as the research partner for its track record in professional and business-to-business research, its ability to gather insights from specialist audiences, and its strong understanding of how research findings can translate into actionable commercial strategy.
Project Objectives
The study aimed to deliver actionable intelligence to support the client’s business strategy, content planning, and customer relationship management. Specific objectives included:
- Understanding customer perceptions of the client’s brand, reputation, and editorial quality.
- Evaluating satisfaction with the company’s publications, digital platforms, and customer service.
- Exploring the key drivers of content engagement and loyalty among subscribers.
- Identifying opportunities for improving content relevance, usability, and accessibility.
- Providing recommendations to strengthen market positioning and customer retention strategies.
Methodology
2Europe employed a dual-method research design combining quantitative online surveys with qualitative in-depth interviews. This blended approach allowed for both broad measurement and detailed exploration of customer opinions, ensuring findings were comprehensive and contextually grounded.
- Quantitative Phase 2Europe designed and distributed an online survey targeting existing subscribers and users of the client’s services. The questionnaire explored key areas such as satisfaction with content quality, digital usability, publication frequency, and customer service. Quantitative analysis provided statistically robust data for benchmarking satisfaction and identifying priority areas for improvement.
- Qualitative Phase To complement the survey results, 2Europe conducted a series of in-depth telephone interviews with selected participants, including senior tax professionals and institutional clients. These discussions explored motivations for subscribing, perceived value of content, and expectations for future service enhancements.
- Analysis and Synthesis Findings from both research phases were synthesised into an integrated analysis report. 2Europe applied thematic and comparative analysis to highlight key drivers of engagement, loyalty, and renewal. Insights were presented with clear visualisation and actionable recommendations to guide internal planning and strategy.
- Collaboration and Communication Throughout the project, 2Europe worked in close collaboration with the client’s marketing and product development teams. Regular progress updates and feedback sessions ensured that research outputs remained aligned with business objectives and that emerging insights could inform strategic discussions in real time.
Outcomes
The research provided the client with a comprehensive and evidence-based understanding of its customer relationships, brand perception, and content engagement. Key outcomes included:
- Clear insight into customer satisfaction – identifying which aspects of the service were most valued and where improvements were needed.
- Data-driven understanding of loyalty – uncovering the main factors influencing renewals, engagement, and advocacy.
- Refined content strategy – guiding editorial focus towards topics and formats with the greatest perceived value.
- Enhanced digital experience – informing usability improvements and platform innovation priorities.
- Strengthened stakeholder alignment – providing marketing, editorial, and technology teams with a unified perspective on customer needs.
Benefits to the Client
The project delivered a range of tangible benefits that directly informed the client’s strategic and operational decision-making.
- Improved strategic clarity – enabling the organisation to prioritise investments in areas with the highest customer impact.
- Increased retention and engagement – insights supported initiatives to strengthen customer loyalty and reduce churn.
- Evidence-based product innovation – findings guided future development of digital tools, newsletters, and research services.
- Greater customer focus – reinforcing a culture of responsiveness and continuous improvement within the organisation.
- Trusted partnership – 2Europe’s transparent communication, professionalism, and quality of analysis built strong client confidence.
Conclusion
2Europe’s research demonstrates the value of combining quantitative precision with qualitative depth to inform strategy in the professional information services sector. By translating complex customer feedback into clear, actionable insight, 2Europe enabled the client to refine its brand positioning, improve service delivery, and strengthen relationships with its global subscriber base. The project stands as a model example of how strategic research can empower content-driven organisations to sustain growth and relevance in a competitive marketplace.
