Thoroughly Modern Marketing

The legal sector is transforming. Tom Wicker hears from Ayesha Flaherty and Elaina Nketsiah about how Chambers and Partners is helping to provide the tools.

Thanks for making the time to talk to me, Ayesha and Elaina! Let’s start with the big question: why is it no longer sufficient only to provide directory rankings when it comes to best serving today’s legal market?

Today’s legal market is far more complex, competitive, and data-driven than ever before, meaning rankings is one piece of a bigger picture. Law firms are now looking to secure a lasting competitive advantage, which requires a deeper understanding of market dynamics across areas like market demand, client experience, talent engagement and firm positioning.

At the same time, the legal profession is under unprecedented pressure to operate more like a modern business. Firms need to make faster, evidence-based decisions, while responding to evolving client expectations. In that context, rankings are just the beginning and lead us to the next step of needing forward-looking, actionable intelligence to make confident decisions.

What the market increasingly requires is a combination of independent research, robust data, and analytical insight. By drawing on submissions, client feedback, and market analysis, it’s possible to answer more strategic questions: where the market is heading, where opportunities lie, and how firms can differentiate themselves.

Ultimately, the role of Chambers has evolved in line with the market, from a publisher of rankings to a data and intelligence partner sitting at the heart of the legal ecosystem.

How has Chambers innovated its products for law firms and clients?

Chambers has innovated by evolving beyond rankings into a data and intelligence platform for the legal market. A key part of that innovation has been how we’ve scaled and applied our proprietary data. Each year, we analyse over 60,000 submissions, conduct over 350,000 interviews and surveys, and assess over 1 million matters across more than 200 jurisdictions, giving us one of the most comprehensive datasets in the legal sector.

By turning that depth of data into more dynamic insight, we help firms track their positioning over time, identify areas for growth, and respond more effectively to changing client needs. We’ve also enhanced how insight is delivered, making it easier for users to turn data into clear, actionable decisions.

The result is a set of tools that bring together insights to provide actionable, forward-looking intelligence for both law firms and in-house teams.

What are some of your main non-directory products and their purposes?

Chambers has developed a range of data-driven products designed to support different aspects of law firm strategy and performance, outside of rankings alone.

Client & Market Intelligence (CMI) provides deeper insight into what is driving rankings and how firms are perceived, translating research feedback and competitor comparisons into clear, practical guidance on how to improve submissions and enhance client experience.

Market Pulse offers an up-to-date view of legal demand and client priorities, enabling firms to understand where the market is moving and prepare more effectively for client conversations.

And Talent Intelligence focuses on the people side of the business, helping firms understand how they are perceived by current and prospective lawyers, benchmark their employee value proposition, and strengthen both attraction and retention.

Together, these examples illustrate how our broader product suite is designed to provide a more complete picture of the legal market, supporting better decisions across business development, strategy, and talent.

Why are these products value for money for law firms?

Chambers’ products deliver value by helping firms turn insight into outcomes. They enable firms to increase visibility and win work, by putting their strengths in front of clients at the right moment, while also helping teams focus on the opportunities most likely to drive growth.

At the same time, they help firms focus their effort more effectively by providing clarity on where to prioritise, from submissions through to business development, so teams can concentrate on what will have the greatest impact.

They also support longer-term priorities such as talent attraction and retention, helping firms strengthen their proposition in an increasingly competitive hiring market.

In short, these data-driven products help firms make strategic moves with confidence and clarity.

Which have proven to be particularly popular with firms or clients and why?

Products like CMI and Market Pulse have proven particularly popular because they address some of the most immediate challenges law firms face – understanding how they are perceived in the market and where to focus for growth.

For example, firms using CMI value the ability to access anonymous feedback from clients and the market, alongside competitor comparisons, which provides a more objective view of their positioning. This enables leadership teams to identify what’s driving performance, where they are winning or losing ground, and how to respond more effectively.

More broadly, products that combine client insight with a clear view of market dynamics tend to resonate most strongly. Firms are increasingly looking for tools that not only explain what’s happening in the market but also give them the clarity to respond, whether that’s refining their submissions, sharpening their proposition, or targeting new opportunities.

Ultimately, the most popular products are those that turn Chambers’ research into practical, decision-ready insight, helping firms act more quickly and with greater confidence in a highly competitive market.

How does Chambers use its directory research to inform these products?

Chambers’ products are built on the same independent research that underpins our rankings but applied in a more structured and analytical way.

Each year, our research generates an extensive dataset, from submissions and referee feedback to interviews with buyers of legal services, providing a uniquely detailed view of how firms perform, how they are perceived, and how the market is evolving. We then organise and analyse that data to surface deeper insight across key areas such as client experience, market demand, talent, and firm positioning.

This is what enables us to power products like Market Pulse, Client and Market Intelligence, and Talent Intelligence, turning research and market feedback into structured, usable insights that firms can apply to real decisions.

Do you conduct additional research or surveys?

Our core research process incorporates a significant volume of ongoing data collection, including submissions, referee feedback, and interviews with buyers of legal services. This continuous research forms the foundation of all our products, allowing us to capture a real-time view of client priorities, market trends, and firm performance, which is then used to generate broader insight across our intelligence solutions.

Does Chambers have dedicated teams in these other product areas and how do these operate within the organisation’s structure?

Chambers has dedicated teams across product, data, and technology, working closely alongside its core research function. At the centre of the organisation is the research team, which generates the proprietary data through submissions, interviews, and market feedback.

Supporting this is a dedicated Product function, where Product Managers define what should be built by aligning customer needs with business objectives, and work closely with both technology and commercial teams to deliver solutions that are valuable and viable. Chambers’ products are enabled by technology teams who develop the platforms, tools, and data capabilities that turn Chambers’ research into usable products for clients.

Together, the teams form an integrated model, where research generates the data, and product and technology teams transform it into intelligence solutions. This ensures all Chambers products are built on trusted foundations while delivering increasingly sophisticated, user-focused experiences.

Can you discuss any forthcoming new ventures or developments?

Chambers is continuing to evolve its products, with upcoming developments focused on making insight more targeted, accessible, and actionable for firms.

One example is the introduction of firmographics within Market Pulse, which will allow users to filter client feedback by industry sector and company size. This enables firms to build much more precise views of the market and tailor their business development activity to the audiences that matter most.

We’re also introducing new benchmarking tools within referee management, which will provide firms with clearer context on their performance relative to peers. This will help them identify strengths, address gaps, and make more informed, data-led decisions around future submissions.

Additionally, we introduced our Global Market Leaders: General Counsel rankings that celebrate the world’s leading in-house practitioners shaping the global business landscape. Our in-depth conversations provide us with unique perspectives and insights into the inhouse ecosystem, and we are delighted to be expanding our research into this area and increasing our coverage of global leaders in the in-house legal space.

Finally, alongside these product developments, Chambers is also investing in its digital experience, with ongoing enhancements to its website to make it easier for users to access and engage with content.

Finally, who should law firms reach out to discuss Chambers’ non-directory products or suggest potentially useful new additions to your solutions?

Please reach out to Elaina Nketsiah, VP, North America, at: elaina.nketsiah@chambers.com

You can find more information about Chambers and Partners’ products here.