Price Bailey

Inside the minds survey

An annual survey of business leaders enables this award-winning accountancy firm to demonstrate its thought leadership.

Price Bailey is a top 30 accountancy and business advisory firm serving private clients and regional, national and international businesses.

Much is written about the top FTSE companies and the occasional superstar tech start-up success, but hardly anyone talks about the UK’s real growth engine: owner-managed businesses. Price Bailey’s challenge was to create a programme to champion this underrepresented sector and thus raise its awareness.

The first survey of more than 200 key individuals was managed by Ipsos MORI, with the findings disseminated at three high-profile regional events at iconic business venues. The sold-out events were well received by partners and clients alike but Price Bailey wanted to extend the reach of the research and enhance the return on investment.

Grist helped to achieve these objectives by creating a compelling research report exploring the growth agenda including opportunities, challenges, strategy and work/life balance. The report was promoted via a range of tactics including targeted email, blogs, Q&As with key influencers and PR.

The next phase of the research is now underway, with a qualitative research programme supporting the quantitative research. In-depth interviews with key clients are being used to create a series of practical ebooks, which complement a deeper quantitative dive into the issues keeping owner-managed businesses awake at night. The research programme is now the key component of the marketing armoury for 2019.