Case Study: Brand Equity Survey for Personal Injury Law Firm

In the ultra-competitive space that is personal injury law, marketing and market research are invaluable tools. Drive Research has worked on multiple market research studies with law firms and attorneys, including one most recently with a local personal injury attorney.

The main goal of this research effort was to expose weaknesses in brand perception and identify opportunities in the market. A summary of the results were delivered to the client in a presentation deck along with visualizations of the data.

The findings assisted the client in next steps with their marketing strategies and served as a benchmark to evaluate future key performance indicators (KPIs) against to improve the ROI of their outreach.

Read below to get an inside look at the objectives, approach, and outcomes from this personal injury law firm market research project.

Case Study: Brand Equity Survey for Personal Injury Law Firm

In this study, we surveyed Upstate New York residents to understand how they might go about selecting a personal injury lawyer and their perceptions of firms in their local market.


In December 2018, the client partnered with Drive Research on a market research project. This market research study provided the client with the necessary data to better understand key insights and data points for its target markets.

Among the target respondents, the primary objectives of the market research were to understand market awareness, sources of awareness, perceptions, image, factors in choice, and likelihood to consider the firm. Secondary objectives were also addressed within the research.


To address the objectives at-hand, Drive Research recommended using an online survey to collect feedback. Online surveys are cost-effective, offer a quick turn-around, are measurable, and gather quality feedback. This offers several advantages over phone surveys or mail surveys.

Drive Research followed an exclusive in-house approach our team has built for survey projects. Our method uses a step-by-step and task-oriented approach to project management from kickoff through completion. This includes a kickoff meeting, workplan, survey design, programming, testing, fieldwork, analysis, and reporting.

Drive Research administered an online survey to the targeted geography for the client in four major Upstate New York DMAs. The survey was targeted to individuals through an online research panel of participants who matched the necessary profiles. This included targeting respondents in Binghamton, Syracuse, Rochester, and Watertown.

Fieldwork began on December 14 and lasted until December 19, 2018. This was only a total of 5 days in the field which represents the fast turnaround time for online surveys. The survey consisted of 14 questions and took respondents an average of 5 minutes to complete. Several objectives and topics were covered in the 14 question study to build an understanding of the target individuals and how they make decisions on a law firm.

A total of 212 responses were collected. This offers a +/- 6.7% margin of error for a survey with a random population of respondents at the 95% confidence level. This means if the survey were conducted 100 more times, 95 of out 100 times the results would yield within +/- 6.7% of the stated totals in the report if the sample was truly randomized.


The results of the study remain confidential with the client. However, the survey answered several questions based on the key objectives of the study. The list below includes some example primary and secondary objectives.

  1. What factors matter most to individuals when selecting a personal injury law firm?
  2. What sources are used to learn about potential law firms?
  3. What is the awareness of the client and competitive law firms?
  4. What is the perception of the client and competitive law firms?
  5. How likely are individuals to consider the client?

After the study was completed, several deliverables were passed to the client. This included a summary of the key findings, recommendations and action items based on the data, a raw data file, and question-by-question survey results with several cross tabs. These cross-tabs included cuts to the data by market, age, income, urbanicity, and likelihood to consider the client.

Contact Our Market Research Company

Drive Research is a market research company in Upstate NY. We work with a number of clients in a variety of industries to execute market research projects. Our team assists with setting up objectives, defining a methodology, executing fieldwork, analysis, and reporting.

Questions about an upcoming project? Contact us below.

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