Case studies

In-depth examples of our work

Spend Management

Spend Management
"Marketing to small- and medium- sized companies means marketing to people. Often what they do is a very personal venture, and so we want to work with a research company that understands this. With Vanson Bourne, we get the human touch. Something as simple as being able to see LinkedIn updates of what cakes they’ve recently been baking makes all the difference against the many corporate giants out there"

Lara Edwards
Content Manager, SAP Concur

Why did SAP Concur want to perform market research?

As a provider of travel, expense and invoice solutions, SAP Concur wanted to carry out research to better understand how organisations currently manage these areas. Are their processes as efficient as they could be, and do they experience any particular pain points?

Having included market research in their communications content in the past, the marketing team at SAP Concur knew they could use the findings in many different ways. They had planned to use this particular piece of research not only for a single campaign, but for thought leadership pieces and collateral for sales teams too.


Why was Vanson Bourne the right choice?

Lara Edwards, Content Manager at SAP Concur, had worked with Vanson Bourne on three previous projects. The success of those projects as well as the positive relationship she has built with Vanson Bourne contributed to this project being commissioned.

"Every year both teams learn from the research and make recommendations for the following year. We’re not just a number to Vanson Bourne – the team work with us on finding the right research approach and never fail to deliver data and insight that meets our needs and exceeds our expectations. The team are very flexible too, and that’s really important to us"

Lara Edwards
Content Manager, SAP Concur

SAP Concur were impressed with the professionalism and standard of research Vanson Bourne were able to deliver despite the project having pressing timelines. The support offered at the questionnaire design stage of the project was invaluable, and helped to speed up the process further.

"It’s very helpful to be able to sit around a table to talk through what we want to achieve so that we collectively come up with the best solution, and can plan how we’re going to move things forward together"

Lara Edwards
Content Manager, SAP Concur


How did the project progress?

SAP Concur were looking not only at the concept of spend in the finance industry, but also how each of their product offerings could assist with the problems financial decision makers face. This is tricky to do without overwhelming recipients with too many questions, but with support from the Vanson Bourne team SAP Concur had a survey that focused on the most pertinent points.

SAP Concur received our full suite of insight deliverables, including a data summary, data discussion, and commentary report. In addition, Vanson Bourne provided an interim report link which offered a particularly useful way of looking at the data.


How did the research contribute to the campaign?

SAP Concur have produced a report, infographic, and a video as well as hosting two webinars in which Vanson Bourne took part. The research has also been used internally to help the sales team talk to clients and prospects.

"The webinars were particularly helpful. Having a speaker from SAP Concur to provide contextual information, and a speaker from Vanson Bourne to talk about the research worked extremely well and the two teams built up a great rapport. It was a fantastic effort"

Lara Edwards
Content Manager, SAP Concur

The campaign has had much success, with the report and webinars resulting in fifty-one new opportunities and one new deal since the campaign was first launched (at the time of writing).

That’s not the end of the research, either. SAP Concur often refers to previous research and references it in later marketing materials. Data from Vanson Bourne research projects has contributed to many different pieces of content and will continue to benefit SAP Concur beyond the original campaign.

"The quality of the data from Vanson Bourne is fantastic, and I don’t know of another company where we could get such great data at that price and quality"

Lara Edwards
Content Manager, SAP Concur


About SAP Concur

SAP Concur takes companies of all sizes and stages beyond automation to a completely connected spend management solution encompassing travel, expense, invoice, compliance and risk. For more than 20 years, their global expertise and industry-leading innovation has kept customers a step ahead with time-saving tools, leading-edge technology and connected data, in a dynamic ecosystem of diverse partners and applications. User-friendly and business-ready, SAP Concur unlocks powerful insights that help businesses reduce complexity and see spending clearly, so they can manage it proactively.

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