This client wanted to gain a deeper understanding of the awareness and perceptions of their brand compared to 7 other competitors through brand tracking research.
They wanted to use the brand metrics data to enrich their approach to generating more demand for their products.
Let’s talk about your brand research objectives
Vanson Bourne worked closely with this client to create a three stage B2B brand research solution:
Stage 1: An initial micro-survey to help fine tune brand tracking metrics and our approach to the research
Stage 2: Qualitative interviews to develop a richer understanding of how customers feel about the client and related brands and their services
Stage 3: A deep-dive quantitative survey which focused on brand tracking metrics and brand attributes such as awareness, usage and advocacy. We also developed a series of brand health attributes where the client could benchmark themselves against competitors.
This study was presented back to the client in which the brand tracking metrics were set out, and how these performed against competitors. Segmenting these metrics out by core market groups allowed us to highlight current and new market growth opportunities.
