About our research

We believe that organisations differentiate themselves by the way they think, as much as by the capabilities they offer.Our research, or thought leadership, is the means by which we articulate and communicate our distinctive points of view and insights on key business topics and emerging trends. Based on our professional experience and rigorous analysis, the outputs of our research are aimed at creating value for our clients and key stakeholders.We have identified three categories of insight that our clients value and around which we organise our research activities:

Foresight provides a perspective on the business dynamics which will be critical in the future. Foresight is about the way future business uncertainties will play out.
Outlook sets out the strategic implications of current issues and trends, and how these should be incorporated into operational strategies.
Execution/know-how provides the tools and methodologies to support operational effectiveness. Execution/know-how is based on our knowledge of how to deliver excellence.Our research focuses on key aspects of the global economy, and implications for industry sectors.

Research themes

Our annual Global CEO Survey is a reliable and respected guide to the concerns of today's business leaders. The issues which emerge during the survey process become the focal point of our research programme activities.

Our latest survey, Redefining success, comes at a momentous time. A financial crisis of historic magnitude was unfolding as we set out to speak with 1,124 business leaders worldwide.

Amidst the confusing haze of bank failures, new regulations and recovery packages, this year's Survey asks this question: How do company leaders determine the strategy that will lead to success when the economic fog eventually clears?

The survey focuses on:

An historic moment: One world united in crisis
- We're all in this together: The downside of globalisation
The search for global solutions
- Government action: More of the right kind
- Climate change: The next global crisis?
Walking a tightrope
- Redefining success: CEOs face extreme short-term and long-term challenges
- - Short-term survival
  - Long-term success
  - A new mindset for extreme conditions
- Shifting strategies: Better collaboration and broader information
- - JVs overtake M&A
  - Balancing talent retention and cost reduction
  - Mitigating risks collaboratively

Research capability

Our assignment teams are drawn from all over the world, and from disciplines central to each research effort. This means that our people on the front line are ideally positioned to identify new patterns and broad economic and business trends. They put their diverse skills and in-depth knowledge—gained through client assignments, secondments and voluntary work—at the service of our thought leadership. The process demands imagination, creativity, and a willingness to ask questions relentlessly. When we find the answers, we don't simply report on them, we tell you what they mean and why they are relevant to you.To complement these teams, we have research centres around the world to carry out rigorous qualitative and quantitative research to support our analysis of key business topics. These centres include our Health research institute, the PwC automotive institute, PwC's US center for technology and innovation, the Public sector research centre, and the International survey unit.Our research resources also extend beyond the walls of our firm. "Thought fellowship" offers a place for discussions and collaboration that contribute to a deeper level of understanding—and more cogent analysis—of today's key issues. To that end we work, from time to time, on select projects with a global network of business schools, such as Insead, London Business School, and Wharton Business School; research organisations like Mori; economic institutions such as the Economist Intelligence Unit (EIU); and international organisations such as the World Economic Forum. Our research comes in many forms: reports, articles, white papers, books, surveys, presentations, videos, and podcasts.