Acuigen helps law firms and professional services organisations understand what their clients really think, and turn that insight into better decisions. We design and run structured client feedback programmes, supported by our insight platform, CustomServe. The result is a continuous, governed capability that strengthens client relationships, surfaces risk early, and gives leadership the evidence it needs to act.

Today we work almost exclusively with law firms and professional services organisations. We've focused on this sector for over 20 years, bringing the research discipline and platform capability we developed serving large enterprise clients to the specific demands of professional services relationship management.

Three things set us apart. First, we combine research expertise with our purpose-built platform, CustomServe; most providers offer one or the other. Second, we've been helping organisations for over 30 years, and during more recent years working with many professional services firms, we understand the sensitivity of partner relationships and the internal dynamics that make or break a feedback programme. Third, we take data governance seriously: three ISO certifications, a published AI policy, and platform controls that give firms, and their clients, real confidence in how their data is handled.

Acuigen provides end-to-end client insight programmes, from programme design and governance through to interviewing, analysis, reporting and action tracking. We offer telephone interviews conducted by experienced Acuigen researchers, support for internally-run programmes, web-based feedback via CustomServe, and ongoing programme management and coaching for BD and marketing teams. All of this is underpinned by CustomServe, our client insight platform.

Either, or both. Many firms use Acuigen interviewers to conduct telephone interviews, providing independence and freeing up internal resource. Others prefer to run interviews internally and use Acuigen for programme governance, platform support and analysis. Some firms do both, using Acuigen for strategic client interviews and internal teams for broader relationship check-ins. We design the programme around what works best for your firm and your clients.

Yes. We regularly work with firms that have existing feedback activity, whether that's a spreadsheet-based process, a previous supplier relationship, or an in-house team. We can take over programme management, introduce CustomServe as the governing platform, improve the methodology, or provide specific support such as analysis, reporting or partner coaching. We start from where you are, not from scratch.

Yes. We provide training for BD and marketing professionals on how to conduct client interviews effectively, how to present and use feedback with partners, and how to build internal buy-in for a feedback programme. We also coach partners on how to use client insight in relationship management conversations. These services can be delivered as standalone training or as part of a broader programme.

That's the most common challenge we hear. Feedback programmes fail internally for predictable reasons: partners don't see the insight as credible, BD teams can't connect it to decisions, and leadership can't see patterns across the firm. We design programmes specifically to avoid these failure modes, building in partner engagement from the outset, producing insight in formats that drive action, and using CustomServe to make findings visible and traceable across the firm.

Carefully, and with experience. We've been conducting professional services client interviews for over 20 years, and we understand that a poorly-managed feedback process can damage the very relationships it's meant to strengthen. We design programmes around client sensitivity, the right timing, the right interviewer, the right framing, and we work with your partners to ensure clients see the process as a sign of commitment, not an imposition.

Both, and often the same interview does both. Structured feedback consistently surfaces unmet needs, adjacent opportunities, and signals about competitor activity that a partner wouldn't hear in a normal client conversation. Firms that use insight well, feeding it into their BD planning, sector targeting and key account management, find it generates measurable pipeline. We build programmes with that outcome in mind from the start.

Immediate action on individual relationships is possible within weeks of the first interviews. Partners can respond to what they've heard, address concerns, and strengthen specific accounts. Firm-wide patterns, trends and strategic insight typically emerge after three to six months of programme activity. We design programmes to deliver value at both levels, early wins that build internal momentum, and cumulative insight that informs long-term decisions.

Acuigen holds three international ISO certifications: ISO 27001 for information security management, ISO 9001 for quality management, and ISO 20252 for market, opinion and social research. We are also an MRS Accredited Company Partner with the Market Research Society. These aren't background credentials, they govern how we design programmes, handle data, and manage quality across every piece of work we deliver.

Acuigen uses AI to support analysis, summarisation and pattern recognition within CustomServe, always under human oversight. We do not use AI to replace the judgement of our researchers or the experience of our team. Our AI Public Policy, published at acuigen.com, sets out exactly how AI is and isn't used in our work, including the commitments we make around handling client data. We were among the first providers in this sector to publish a formal AI policy.

Yes. Acuigen's published AI policy explicitly commits that we will not use generative AI to process client data where a client has instructed otherwise. CustomServe's new AI Guard and Do Not Process with AI control, combined with an AI client suppression list available on the platform, gives firms the mechanism to enforce that instruction at record level, with a full audit trail. For firms where GCs or procurement teams are asking this question, we can provide a documented, defensible answer.

Yes, entirely. Client feedback is handled under strict confidentiality protocols, with role-based access controls, data processing agreements and NDAs as standard. Interview findings are shared only with authorised individuals within your firm. We never share client data across programmes or use one firm's insight to inform another's. Confidentiality is not a policy position for us, it's a commercial and ethical prerequisite for doing this work at all.

The first step is a 30-minute conversation to understand your firm's current approach to client feedback, what you're trying to achieve, and what a proportionate programme would look like. We don't apply a standard template, every programme is designed around the firm's objectives, culture and existing capability. You can book a call directly at acuigen.com/time-to-talk .

Engagements vary significantly depending on programme scope, from focused key account review programmes for a single practice group through to firm-wide listening programmes across multiple offices and languages. Pricing is based on programme design, interview volume and the level of platform and support services required. We'll propose a structure based on your objectives after an initial conversation, there's no standard package because no two firms have the same need.

Yes, and we'd encourage it. Many of the most successful programmes we run started with a focused pilot: a single practice group, a set of key accounts, or a particular geography. A well-designed pilot builds internal confidence, surfaces early insight, and gives you the evidence to invest further. CustomServe is designed to scale as the programme grows, so there's no need to commit to full firm-wide deployment at the outset.