"Mirror survey" dealing with positioning of Law firms in the French market (differentiating factors, client perception).


Who were interviewed?

23 Managing Partners of Top 50 Law firms in France.
26 General Counsels of France's Top 120 corporate companies.

What are the main differences?

A successful positioning requires aligning firm's competences, offers and market. Main results of the survey have been treated from that perspective

1. Client's technical expectations and perception
While general counsels above all expect litigation advice, law firms are willing to push strategic advice and prevention advice rather than litigation, which are neither praised nor acknowledged by clients.

2. Knowledge of client's business
Law firms think they know their client's business and stakes while General counsels are more reserved.

3. Differentiation
Law firms have a very basic knowledge of competitors and are unable to differentiate and position themselves efficiently.

4. Notoriety is different from image
Law firms have a strong notoriety but generally not acknowledged for what they do.

5. Added value perceived by general counsels is insufficient compared to pricing by lawyers.


The following survey is in French, contact Day One for the complete translation of the survey.