Client: HLB Global Advisory and Accountancy Network
Sector: Consultancy, Finance
Project Duration: 4 weeks
Delivered: Thought Leadership processing and website interface
Unlocking Six Years of Research: How HLB Revolutionised Client Insights with CoreClarity
Since its launch in January 2020, the HLB Survey of Business Leaders had evolved from humble beginnings into a comprehensive research program spanning more than 50 countries with over 1,200 responses. Despite limited resources, the survey had become a cornerstone of HLB’s thought leadership, garnering coverage in prestigious publications like Forbes and Entrepreneur Magazine. HLB has worked with Meridian West to support with the research design, data-collection, and analysis.
The Challenge: Making Thought Leadership Accessible
The research program had successfully transformed “from a brand-building initiative to a client engagement tool,” with data collection itself becoming an opportunity for client conversations. However, as the wealth of data grew across six years of research, accessing specific insights became increasingly challenging for both clients and staff.
Valuable information was buried within lengthy reports, making it difficult to extract targeted insights relevant to specific sectors, regions, or business challenges. The traditional format required users to download and search through entire reports to find information pertinent to their needs.
The CoreClarity Solution
HLB partnered with technology provider CoreClarity to develop InsightsAI, an innovative chatbot that transforms how users interact with their research. The solution was designed to make their extensive research archive more accessible and useful for both external audiences and internal team members.
CoreClarity, white-labelled as InsightsAI, exclusively uses data from six years of HLB’s Survey of Business Leaders, including their 2025 report. It offers three output styles – concise, normal, and explanatory – allowing users to customize responses to their specific needs.
“This year, we’ve launched an AI tool that allows users to interrogate our data, including six years’ worth of historic findings. I think this is the future of the programme,” explains Lesley Hornung, CMO of HLB, discussing the evolution of HLB’s research initiative.
Client Impact and Results
The implementation of InsightsAI has revolutionized how HLB delivers thought leadership to clients and prospects. The chatbot enables users to quickly get answers to their questions based on curated content without having to hunt through multiple reports to find relevant insights.
For HLB member firms, the tool has been particularly valuable. As Hornung notes, “I also believe this is where we can deliver most value for HLB member firms, as on their own they are likely not large enough to collect such volumes of international, cross-sector data.”
Internal teams now use the tool to support client conversations, presentations, and content creation. What previously required hours of manual research can now be accomplished in minutes, allowing staff to use research findings in articles, at events, or with individual clients.
The innovation aligns perfectly with HLB’s forward-thinking approach to client service. As Hornung indicates, “Like everything, you have to keep moving with the times. Change brings opportunity.”
By transforming their static research into an interactive resource, HLB has not only extended the lifecycle and value of their thought leadership but has also created a uniquely differentiated offering in the professional services market. InsightsAI represents a significant advancement in how firms can leverage technology to make their intellectual capital more accessible, actionable, and valuable to both clients and internal stakeholders.
