Using international survey data to build a go-to-market strategy for the family business sector

Ann Morgan and Oriana Pound

This article explains how PricewaterhouseCoopers, the professional services company, redeveloped its annual family business research in order to make it more comprehensive.

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...

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