Professional services

Professional services

We work on behalf of (and regularly consult with) professional services organisations, especially those in legal fields. Mustard is experienced in consulting with senior level, hard-to-reach and busy professionals (such as solicitors and accountants), as well as SMEs and consumers who have had legal issues.

Professional services research expertise

Customer satisfaction / CX

We delivered an extensive “customer journey” consultation programme on behalf of accountancy software provider Sage, and have delivered several customer satisfaction programmes for solicitors firms including Hill Dickinson and Lupton Fawcett.  We have also delivered member satisfaction research for the Law Society.

Proposition / Concept testing

Our work in this area has included a collaboration with a major accountancy firm to assess various attributes of a proposed new product for contractors and the self-employed, to see which benefits should be promoted.

Brand research

We have delivered a qualitative brand audit for The Institution of Engineering and Technology, which involved consulting with members and other stakeholders online and in person – both in the UK and around the world. We have also helped the Law Society by undertaking qualitative research to understand perceptions of the “solicitor brand”.


We have delivered and embedded a segmentation programme for the Accountants Division of Sage, to understand the extent to which accountants and their clients were embracing online ways of working, allowing the business to more effectively tailor and target its communications.

Communications development / testing

We have worked with member organisation the IET electrical to generate insight from users (and prospect users) to inform the relaunch of its Electrical website. We have also worked with the Law Society to manage and develop the brand and communications by better understanding the Solicitor “brand” and awareness / usage of the ‘Find a Solicitor’ website.

U&A (needs and behaviours)

We delivered a “pop-up” online community with Law Society members to identify ‘What does it mean to be a Solicitor?’, and also helped with a project to better understand training needs. We have also helped a major business insurance broker better understand buyer behaviour amongst contractors / the self-employed.

How we helped The Law Society shape its L&D programme

Mustard conducted research to enable The Law Society to clarify what it needed to be doing to assist members in the area of learning and development.

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How we helped an accountancy firm improve its marketing

Our research helped a leading NW accountancy firm to develop its flexible workforce marketing proposition as well as understand which features and benefits to promote in their marketing.

Our Thinking

Recent news and articles – please feel free explore, share, post comments and join in the conversation!

Our people

Our people are our business. The Mustard team is an eclectic mix of skilled, passionate researchers and strategists. We’re all in the job to make a difference, and love nothing more than seeing our clients win.