Case Study: Client Insight in Law Firm Reinvention
How Broadfield placed client insight at the centre of its transformation strategy.
BACKGROUND
Broadfield is a new name in legal, but not a newcomer to the market. Emerging from BDB Pitmans, the firm brings decades of expertise advising private capital, corporates, charities and public bodies. With 420 professionals across London, Cambridge, Reading and Southampton, it is especially active in infrastructure, real estate, energy, and transport.
With ambitions for global growth, the leadership sought to anchor its next phase in client needs. Chorus Insight had worked with the firm since 2021, conducting senior-level interviews. By 2024, as Broadfield prepared for its full relaunch, it commissioned a broader, detailed programme of client research to ensure the client voice shaped strategic priorities.
Chorus gave us what we needed at a pivotal moment in the firm’s evolution. Their insight fed directly into the strategic decisions we were making, ensuring our transformation was grounded in what matters most to our clients.
SOLUTION
Chorus designed a comprehensive feedback exercise, gathering both qualitative and quantitative insight from across the client base. In total, the programme captured 6,417 performance ratings and 521 verbatim comments. The analysis included:
Benchmarking financial metrics against legal market norms
A forward-looking view of clients’ business challenges over the next two years
Preferences around pricing, including appetite for alternative fee models
Brand awareness and perception tracking
Comparison of service quality across practice areas
The findings were synthesised into strategic insight and delivered to senior leadership through presentations and written reports – ensuring that client expectations informed decisions on structure, investment and positioning.
IMPACT
The insight helped Broadfield identify where to build, where to refine and where to differentiate. It confirmed key strengths, challenged assumptions, and revealed unmet needs. Just as crucially, the process itself signalled a firm serious about listening and about acting on what it hears.
The findings fed directly into strategic planning, shaping priorities across client service, resourcing, sector focus and communications. As Broadfield positions itself for international expansion, client insight will remain a central discipline – ensuring the business continues to scale in step with the needs and expectations of those it serves.
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