Understand the customer journey when it comes to searching for legal service providers.
YouGov’s qualitative research team researched individual behaviors when looking for a legal provider.
The research findings allowed The Law Society to respond to the Solicitors Regulation Authority consultation.
The Law Society, the professional association that represents and governs solicitors for the jurisdiction of England and Wales, needed to explore the customer journey when it comes to searching for legal service providers. They commissioned YouGov’s qualitative research team, along with policy and economics consultancy London Economics, to find out what could help consumers make more informed decisions.
YouGov leveraged its’ global online panel to find participants who had searched (or were searching) for a legal service provider within the last 12 months. The group contained a mix of demographics from various locations and included vulnerable people such as those on benefits and with limited or no access to the internet. The research comprised two key approaches:
The qualitative research revealed:
The findings from the research informed the The Law Society’s understanding of consumer behavior and ultimately allowed them to respond to the Solicitors Regulation Authority consultation: “Looking to the future: better information, more choice.” The consultation publishes regulatory data on the solicitors and firms they regulate, as well as information on the legal services they provide.