FAQs

A FAR Report, Feedback And Reputation Report, is a structured research report built from in-depth telephone interviews with 20 to 30 of a business’s actual clients.

Gap Management works with a client to define the questions. We already have a reliable set of about 12 questions and suggest adding a few.

The subject of the interviews, our client, has specific points they want clarified about their client’s/customer’s experiences with their services.

After we define the exact wording, the list is prepared.

The List Development Is Strategic

Should the 20-30 interviews be average clients or preferred clients? What about users of specific services or a broad range of the subject’s services? Maybe be those who might become users of services our client is considering adding?

When the list is prepared, we want it in 2 versions. Version A is only with names, business, phone and email. We want to ask all the same questions in the same way: without bias.

List Version B is describing each potential interviewee with those additional factors. That is used after the interviews in the analysis. That way the analysis can really provide insights: How were average clients first contacted and engaged, and is that different compared to preferred clients? Were their clients served differently by different personnel on their team? What are the common points on specific sets?

When the interviews are set up (we have a process that usually gets 80% of potential interviewees saying “Yes”. That’s important for high-value services providers to get a representative sampling. Then we conducts the interview.

Analysis Of Interviews, analyzes the responses, and delivers a complete report covering what clients truly value, how they describe the business to others, and why they chose it over competitors.
Unlike a satisfaction survey, a FAR Report produces usable content: real client language you can put directly into your marketing, testimonials, stories, FAQs, and a full Marketing Library of ready-to-use assets. It answers one essential question for every professional services firm and high-value contractor: what do your best clients actually say about you — and how can you use that to grow?

Voice-of-customer (VOC) research is the practice of gathering direct input from clients or customers — in their own words — to understand what they value, how they make decisions, and how they describe a business to others. For professional services firms and high-value contractors, VOC research is especially powerful because buying decisions are based almost entirely on trust, relationships, and reputation.

Gap Management specializes in VOC research for these markets. Using structured telephone interviews with 20 to 30 clients, we capture the language, reasoning, and stories that reflect real client experience — not what you think clients value, but what they actually say when describing you to a colleague. That authentic voice becomes the foundation of your marketing, your referral conversations, and your competitive positioning.

A client satisfaction survey gives you scores. A FAR Report gives you words — and words are what marketing is made of.
Surveys measure whether clients are satisfied on a scale of one to ten. They tell you what to fix. A FAR Report tells you what to say. Because it is built from structured telephone interviews, it captures the actual language clients use when describing why they chose you, what the experience was like, and what they would tell a colleague who asked for a referral.

The other major difference is output. A survey produces data. A FAR Report produces a Marketing Library: usable content including testimonials, client stories, competitive positioning statements, FAQs, SEO keywords, and GEO-ready assets. Satisfaction surveys are internal improvement tools. A FAR Report is a growth asset.

A FAR Report delivers the most value for businesses where trust, reputation, and word-of-mouth are primary growth drivers; and where the decision to hire involves real risk or significant investment for the client.

The strongest fit includes:

• Professional services firms: lawyers, financial advisors, accountants, business coaches, and consultants whose clients make high-stakes decisions based on trust and referrals
• Custom home builders and renovation contractors where projects are large, emotional, and referral-dependent
• Marketing agencies looking to add a high-value VOC research service to their client offering

If your best clients found you through a referral and your growth depends on what people say about you — to colleagues, on LinkedIn, or when asked by an AI search engine — a FAR Report gives you the content to feed that conversation deliberately.

Each FAR Report is built from structured telephone interviews conducted by Gap Management — not surveys, online forms, or automated tools. We conduct 20 to 30 interviews with the clients of your business, following a consistent framework that covers how clients found you, what they were looking for, what they experienced, what they valued most, and how they would describe you to others.

Interviews typically run 20 to 30 minutes. Because they are conducted by an independent third party, clients speak more candidly than they would in a direct conversation with the business owner. That candour is where the most valuable content comes from.

All interviews are analyzed using structured qualitative research methods. The results are organized into the FAR Report framework — covering feedback, reputation signals, competitive positioning, and a complete Marketing Library — so the output is immediately usable, not just informative.