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Thomson Corporation and multi-million dollar schedule


At the end of 2001, the consulting company for which I worked received a request from the largest publisher of business information at that time. Thomson Corporation *, one of the largest Canadian companies, was planning to enter the New York Stock Exchange and needed help planning a brand strategy that would allow a mass audience to get to know Thomson **.
* An information company whose activities cover the areas of financial services, health care, law, science and technology research and taxation and accounting sector.
** If you read the book "Visual thinking", then surely remember the story about this company - I gave it as an example to show how to cope with business problems through visual tools.
In that book, only the beginning of the story was described, and now you will find out the ending.
Over the years, Thomson has grown significantly due to the acquisition of dozens of publishing houses in the field of finance, law and healthcare, and the management of the corporation wanted to make sure that investors imagine the size and scale of the company. This question was twofold: first of all, it was necessary to understand what businessmen of the whole world know about Thomson (more precisely, to understand whether they know about the company at all). The second is to find a low-cost way to show investors that Thomson, previously almost invisible in the market, has now become big and powerful (in other words, it is an excellent investment item).
At the time when Thomson approached us, it had just completed a six-month survey. In the course of it were collected data from hundreds of interviews with business leaders from around the world. Questions related to brand awareness (have you heard about Thomson?), Perception of product quality (which company do you think offers the best product?) And financial information (do you know how large X is?).
At the end of the study, all the data were merged together, and then “cut into pieces” in the form of hundreds of lists, tables and graphs, on the basis of which several large presentations were created.
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Thomson Corporation and multi-million dollar schedule

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