This client wanted to gain a deeper understanding of their position in the space they operate in. Specifically, they wanted to measure themselves against 7 of their key competitors and identify:
• Sustainability of the technology they sell
• Thoughts of their target market on the cloud
• If they are making the short list for certain technology decisions
• Their segment suitability
Vanson Bourne worked closely with this client to create a global brand tracking solution which could hit their four target areas. Specific focus was placed on ensuring that the right people were interviewed within the right organisations, especially given the segment suitability focus.
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This robust brand tracking study was presented back to the client, allowing them to make decisions internally which could focus future efforts when it comes to marketing campaigns.
