Using international survey data to build a go-to-market strategy for the family business sector
Ann Morgan and Oriana PoundJigsaw Research and PwC
Summary
PwC's biannual Family Business Research is the flagship global thought leadership survey focused on this important business segment. But by 2012 it was tired, lacking internal engagement and external impact. It also struggled to simultaneously develop universal global themes and deliver meaningful local results.
So PwC decided to change it: how it was carried out and how the results were used. Working collaboratively, PwC and Jigsaw Research reinvented the 2012 PwC Family Business Survey to give...