Legal Marketing Association

  • This is the biggest news from last week’s LegalWeek in NYC: Legaltech19: New global matter standard to provide “common language” for law firms and corporate counsel. “The Standards Advancement for the Legal Industry (SALI) Alliance is building matter coding that includes area of law and process codes, which it says will foster innovation and

  • From Law.com, an article by Danny Tobey, a Vinson & Elkins partner, titled, “AI is Here, Is Your Company Ready? (Hint: No).” First, a bit of hype:”The scale and scope of artificial intelligence is well-described. Merrill Lynch predicts an “annual creative disruption impact” of $14 to $33 trillion by 2025. Accenture estimates AI

Have you ever noticed client service ratings that change substantially from year to year, or market research findings that just don’t seem to make sense? There’s a reason.

Historically, few buyers of market research for professional service firms have had formal training in research methodology or statistics. This has improved somewhat inSnake Oil recent years, but serious expertise remains unusual. As a result, law firms and other professional service organizations often fall prey to vendors selling research services (and research-based products such as attorney ratings) with little or no methodological rigor. This causes firms to make important strategic decisions believing they are acting from sound information when in fact they probably would be better off making “judgement calls;” at least then they would recognize the fragile underpinnings of their decisions and not be misled into unjustified certainty by shaky research.

LMA GuidelinesWhen the purveyors of these dubious research services started to gain serious traction more than a decade ago, the Legal Marketing Association wisely directed its Market Research Committee to draft a set of guidelines to use when commissioning such services. The principles of statistics and sound research methodology have not changed so these recommendations are still valid today.

If you are considering commissioning any sort of market research services, I urge you to read the complete document (LMA Research Guidelines). Everyone in marketing should be conversant with these Top 10 Recommendations:
Continue Reading Sound Market Research or Snake Oil?