Empowering Voices: Interview with Glenda Corso, Finance Director at FFIND

2023 has been an exceptional year for FFIND, reaffirming its position as a leader in data collection in Europe with a nearly 20% increase in revenue compared to the previous year. This achievement solidifies FFIND’s market stance and underscores its robust business health, even in an unstable global environment. To better understand the strategies that led to this success, we interviewed Glenda Corso, Finance Director at FFIND who has over twenty years of experience in finance, having held key roles at KPMG and as head of budget and regulatory reporting at a financial intermediary.

Challenges and achievements in 2023: FFIND’s growth through innovation and customer focus

2023 was a challenging year for the market research industry, with geopolitical tensions and a shaky economic context that has persisted for several years. How did FFIND overcome these challenges to achieve positive outcomes?

GC: The key to our success has been our ability to adapt to new challenges and seize emerging opportunities. Undoubtedly, 2023 was marked by military conflicts. Geopolitical tensions negatively impacted the global economic landscape. Despite a weakening economic environment, ASSIRM estimates show that the market research sector grew by over 3.5% in Italy and 7.5% in Europe in 2023. At FFIND, we successfully navigated these global challenges, achieving positive results through a series of strategic initiatives:

• Dual market expansion: one aimed at growing in innovation-driven markets like the UK and the USA, and a strategic diversification into qualitative market research services, enhancing FFIND’s offerings and catering to a broader client base.
• Investment in a structured marketing department with specific skills focused on innovation. The team developed and implemented marketing strategies to enhance brand awareness, attract new clients, and retain existing ones.
• Development of innovative new products that utilize XR (extended reality) technologies to conduct immersive and engaging interviews, anticipating market needs.

FFIND has always prioritized listening to and meeting the needs of our clients. Our ability to actively listen to their feedback and tailor our offerings accordingly has enabled us to build strong, lasting relationships, crucial for our success.

Listening to and understanding client needs is at the core of FFIND’s philosophy. How does this translate into concrete actions? How do FFIND’s financial strategies align with client needs and goals?

GC: FFIND’s financial stability adds significant value for our clients, bolstering their confidence in our company. A key concern for our clients is the ability to handle financial challenges because this reassurance allows them to rely on a dependable and stable partner who will support them throughout the project. A prime example is our handling of EU projects, which often involve staggered payment plans. To support our most loyal customers, FFIND has successfully managed such requests by carefully assessing each situation, exploring opportunities, and negotiating exceptions, positioning ourselves as a key partner and sparing our clients from the costs and complexities of credit.

Furthermore, unlike third parties that might use credit assignments, FFIND prefers to maintain a direct and privileged relationship with our clients, being the sole point of contact in managing trade credit. This choice reflects our genuine commitment to customer satisfaction and the success of their research projects.

What financial advice would you give to companies like FFIND to enhance their solidity and value for customers?

GC: I would advise, if not already implemented, to adopt advanced managerial software for liquidity management and cost monitoring. These tools are beneficial as they provide simplified access to financial and economic data, including details on contracts and overall business performance, facilitating quick analysis and informed decision-making.

FFIND: Innovation and responsible growth

What is FFIND’s vision for the future, and how does it plan to use its financial stability to support further investments and growth?

GC: For FFIND, the future is already here. We are primarily focusing our financial investments on innovation; in this regard, we have launched an ambitious R&D project targeting key future technologies such as Artificial Intelligence and XR. Our goal is to anticipate market needs and offer cutting-edge solutions that assist our clients in achieving their objectives.

A tangible example is our immersive interview app, which FFIND has been developing since 2023. This project aims to revolutionize market research by offering a more immersive and realistic experience for participants. We believe that innovation can also be driven by a more sustainable approach to business management. Although FFIND is not subject to specific sustainability regulations, we have chosen to follow a virtuous path that increases our awareness of the environmental and social impacts of our operations, aligning with ESG criteria. This not only strengthens our trust relationship with clients but also contributes to a positive impact on all stakeholders involved in our activities.

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