A management Knowledge Transfer Partnership (mKTP) between AMBS and North West law firm Jackson Lees Group (JLG) has been graded ‘outstanding’.
The project looked at how advanced data science techniques can be combined with behavioural psychology profiling to tackle complex work processes.
Although many law firms are looking at how Artificial Intelligence (AI) can be used to develop leaner processes and quicker turnaround times in routine legal transactions, it is rare to combine this with psychology profiling. Yet studies have shown that consumer values and opinions have a big impact on attitudes and behaviour.
Transformative
Brian Cullen, CEO of The MAPD Group which owns JLG, said: "Our KTP with the University of Manchester has been a transformative journey for the MAPD Group. Achieving the 'outstanding' grade is a testament to the collaborative efforts, hard work and dedication of all those involved in the project on both sides.
"This recognition underscores the potential of innovative partnerships to drive meaningful change and excellence - not just for our organisation, but for the wider professional services sector.
"The Knowledge Transfer Partnership (KTP) set out to create long-term sustainable growth by combining behavioural psychology with advanced data science techniques to transform the way Jackson Lees Group engages and supports its clients. This is something we have achieved and are confident that the rest of the MAPD Group will also benefit from.
"We are grateful to The University of Manchester, the academic supervisors and, of course, the two associates who joined us to successfully deliver this project. We are excited to continue leveraging the outcomes of our KTP to further enhance our services and client experience."
Track record
JLG was already a member of The University of Manchester's Law and Technology Initiative, which enhances understanding of emerging technology trends - transforming virtually all aspects of the legal sector. Leveraging this relationship, JLG connected with AMBS to explore the integration of data science with behavioural profiling to address some of their internal challenges.
AMBS academics involved in the project included David Hughes, Senior Lecturer in Organisational Psychology and Nadia Papamichail, Professor of Information and Decision Sciences. The project also had co-supervision from Riza Batista-Navarro, Senior Lecturer in Text Mining, Department of Computer Science at the University of Manchester, and Karen Niven, Professor of Organisational Psychology at the University of Sheffield.
The power of collaboration
Joanne Summers, Knowledge Exchange Manager at the University of Manchester, said: "This mKTP demonstrates the power of collaboration, utilising cross-disciplinary and multi-university working to successfully deliver a partner's strategic objectives."
Professor Papamichail added: "AMBS has a track record for delivering successful Knowledge Transfer Partnership projects in collaboration with legal services firms. This project designed, delivered and embedded an AI-powered decision support tool. It also utilised AI to improve the efficiency and effectiveness of compiling personalised communications to clients.
"Maintaining positive client emotions and engagement with JLG staff was crucial and the main drivers behind this work. This approach has led to positive feedback from both clients and staff, driving the success of our work. We are delighted to receive an 'outstanding' mark for our efforts."
Professor Ken McPhail, Head of AMBS, said: "This excellent news is testament to the tremendous efforts of all involved in this transformative project. It is also a great example of how the University of Manchester can successfully engage with business by bringing together its strengths in different disciplines. Congratulations to everyone."
Strategic management
Unlike a more general KTP where business and academia join forces to develop or improve a new or existing product or service, an mKTP focusses on strategic management-based initiatives, to deliver transformational productivity improvement. Projects must build a strategy that drives change and improves business processes, operations and performance.
You can read more about Knowledge Partnerships at The University of Manchester. If you'd like advice on getting funding for a KTP or mKTP you can email Joanne Summers, Knowledge Exchange Manager at The University of Manchester, at joanne.summers@manchester.ac.uk.