Case Study

Aeroderivative turbine voice of customer research

Uncovering customer and stakeholder sentiment to align strategic messaging and partnership stability during a corporate divestiture.

Overview

<p>GLG enabled strategic alignment during corporate transition through expert-led qualitative research and deep stakeholder sentiment analysis.</p>

Senior Strategic Leadership: Led by a former McKinsey Engagement Manager, the project team provided a level of business-building and capital-raising expertise that matched the complexity of a global divestiture.

Comprehensive Stakeholder Mapping: GLG's ability to reach not just customers, but also the insurers and lenders who underwrite risk in the energy sector, provided a 360-degree view of the market's stability.

Internal Alignment & Messaging: The insights allowed the client to uncover and address common customer concerns early, enabling the development of consistent internal messaging to protect strategic partnerships.

Agile Reporting: By delivering both interim and final reports, GLG ensured the client could begin refining their communications strategy even as the full research phase was still underway.

CHALLENGE

An Energy and Technology company undergoing a complex divestiture needed to assess the impact of Original Equipment Manufacturer (OEM) labels on their market standing. The client required a deep understanding of how the transition would affect brand and risk perception among a diverse group of stakeholders, including customers, insurers, and lenders, to protect future service offerings and project development.

THE GLG APPROACH

GLG deployed a managed engagement led by a Project Lead with over 20 years of experience who ensured the primary research was framed to address high-stakes strategic concerns regarding the company split.

The engagement utilized a qualitative-heavy approach to capture the nuanced Voice of the Customer across the aeroderivative space.

The study focused on:

Stakeholder Sentiment: Evaluating how OEM branding influences buying behavior and risk assessment among financiers and insurers.
Evolution of Pain Points: Mapping how current operational challenges might shift or intensify following the divestiture.
Service Strategy: Analyzing evolving perceptions in field services, technology, and I&C (Instrumentation and Control) to guide post-split service design.
Primary Research: Conducting N= 15 In-depth Interviews targeted a mix of customers and financial stakeholders.

OUTCOME

GLG provided continuous support throughout the 5 week engagement, starting with an interim report to capture early market signals. The final 20 page report synthesized primary and secondary research, providing the client with executive summaries, key findings, and raw qualitative verbatims to ground the insights in reality.

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