A technology services firm preparing a major public sector bid needed to understand how end-users and key stakeholders experienced the existing service before submitting, so it could build a customer strategy grounded in real insight rather than internal assumption.

What we did

We engaged business users, public organisations, and emergency responders who interacted with the existing service, speaking with each independently to establish the genuine pain points, what mattered most in practice, and where a new provider would need to demonstrate clear improvement.

What it enabled

The bid team was able to build a customer strategy directly informed by the people it would be serving rather than by assumption. The research materially strengthened the bid's credibility on service design and gave the team concrete, defensible evidence to support its commercial proposition.