Client description: Global equipment manufacturer

Practice area: Market Research and Analysis

Geographic scope: US, Germany

Industries involved: Manufacturing, mining & minerals, cement, oil & gas, metals

Services applied: Market opportunity study; concept testing; customer satisfaction; strategic messaging; Voice of the Customer

Business challenge: Client is a major global equipment manufacturer who needed to test a new product concept in targeted geography and industries in order to understand the perceived benefits and costs among the targeted audience, develop creative strategic messaging themes and gather information on the decision-making process.

Methodologies: Online bulletin board with 30 respondents and quantitative survey of 200 respondents across OEMs, third party engineers and end-users.

The result: Client received a detailed report covering brand preferences, best-in-class ratings, feedback on the concept value proposition and detailed analytics uncovering the unmet needs and opportunities to exploit in the targeted market for strategic messaging.