Turning an advisory firm's workforce research into offers HR leaders can use
The research held real answers for HR leaders, but it read like a findings appendix. Product marketing turned it into positioned insight products and offers.
- Challenge
Rich workforce research the market could not easily understand or act on.
- Approach
Audience mapping, insight packaging, offer positioning and role-specific messages.
- Result
Positioned insight products linked to advisory offers for CHROs and HR leaders.
The situation
Advisory firms often invest in large research programmes on skills, retention and workforce design, then publish the findings in a format built for analysts. CHROs and HR leaders do not read findings end to end; they look for what applies to them and what to do next. When the research is not packaged for that use, it earns a launch moment and little else. Partners cannot connect it to advisory work, and the investment fades.
The question that mattered
How can the firm turn its research into insight products and messages that HR leaders understand, use and want to discuss with a partner?
What we did
- 1
Understand the research and its audience
Review the findings with the research team, then interview CHROs and HR leaders about the decisions they face on skills, retention and workforce design.
- 2
Package findings as insight products
Shape the findings into distinct products: a sector workforce benchmark, a skills-readiness diagnostic and an executive briefing on retention in critical roles, each with a defined use.
- 3
Position each product against an offer
Link the benchmark to a workforce-planning review, the diagnostic to a skills-gap assessment and the retention briefing to a reward and retention review. Define who each product is for and the question it answers.
- 4
Write messages and launch assets
Build messages for CHROs, talent leaders and reward leaders, then produce the report narrative, landing pages and partner briefing notes.
What we delivered
The evidence and working documents the team kept.
- Audience map of CHRO and HR leadership priorities
- Insight-product portfolio: sector workforce benchmark, skills-readiness diagnostic and retention briefing
- Positioning sheet: benchmark to workforce-planning review, diagnostic to skills-gap assessment, briefing to retention review
- Message house for CHROs, talent leaders and reward leaders
- Launch kit: report narrative, landing pages and partner briefing notes
The outcome
Findings
packaged as named products with a defined use
Talent leaders
completing the diagnostic and asking what their gaps mean
Benchmark requests
opening workforce-planning review conversations with CHROs
Partners
choosing the next offer for each account from the positioning sheet
When a talent leader's diagnostic shows gaps in critical roles, the partner proposes a skills-gap assessment scoped to those roles.
What changed in the GTM motion
Research is now planned as a product, with its audiences, offers and launch assets defined before fieldwork closes. The positioning sheet is a standing item in partners' monthly pipeline reviews, where each account is matched to the product and offer that fits it.
Services in this programme
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