Our client – a leading cyber exposure management & security company – had acquired a smaller market entrant, and ahead of the announcement were looking for an indication of their own brand value and strength vs. the acquired company – all mapped against key players in their competitive set. In particular, they were keen to understand the unprompted awareness of and sentiments towards both brands, while also gleaning specific insights around how perception of their brand had changed within the last 12 months.
We worked to support them through the brand research process – which was new to them – to ensure that we developed a survey that was based on industry best practice and captured insights around key brand funnel metrics, while also focusing in on angles that were specific to their business. With the timeline a central aspect of this program and the acquisition only likely to resonate in a specific market, the quantitative survey was broadcast to a sample of 200 IT security decision makers in the US – our client’s main audience.
The insights were delivered during a clear and simple presentation, offering a snapshot overview of the landscape and a deeper focus on the two brands in question – including core funnel metrics (highlighting where funnel erosion was occurring) and demonstrating how the brands were performing across key attributes. The provision of timely insights enabled our client to tailor their marketing approach ahead of the acquisition announcement and ensured that senior stakeholders were able to lean of the research findings to support their strategic decision making.
