Brief
As a relatively newly created colocation and data centre services provider (c. 5 years), the client wanted a clear view of its current brand awareness and perception in the UK market. They also needed to understand who buyers compared them against, how purchasing decisions were made, and what senior IT decision makers expected to be included as standard when evaluating colocation packages.
Solution
We conducted a hybrid brand and market insight programme among 200 UK senior IT decision makers. The research mapped brand positioning versus the competitive set, explored the end-to-end purchasing journey, and captured expectations around package inclusions, service requirements, and willingness to pay – supported by open-ended feedback to explain the reasoning behind choices.
Outcome
The findings were presented back to the wider team, highlighting clear strengths, weaknesses, and opportunities to inform strategic planning for the year ahead. The insight discussion provided actionable direction for sharpening messaging, refining the offer narrative, and supporting 2026 product and marketing campaigns aimed at improving top-of-funnel awareness.
