How did Moir Group use qualitative research to inform their approach to their candidates?

Moir Group, a firm specialising in accounting and financial recruitment, engaged Leapfrog Research to help them better understand their candidate segments. They wanted to validate their current segmentation approach and understand the behaviours, wants and needs of each segment in detail, in order to best engage with them. We conducted 30 in-depth phone interviews across Moir Group's key candidate segments.

How did this market research add value for Moir Group?

The research confirmed some existing corporate knowledge, but also revealed many new insights. It also helped identify some subtle, but important, differences between segments. As a result, Moir Group has been able to fine-tune its approach, as well as introduce new segment specific initiatives that will add significant business value.