Client description: Compressed air solutions & services company

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Automotive, Transportation, Manufacturing, Metal, Oil & Gas, Pulp & Paper, Water/ Wastewater Treatment, Wood Products

Services applied: Voice of Customer, Competitive Intelligence, Brand Perception & Awareness

Business challenge: Client wants a comprehensive overview of the needs of the light industrial market segments in the US. They specifically wanted to understand if their positions, on two main product lines, properly match customer needs and preferences in target segments or if competitor products were better matched to customer needs.

Methodologies: In depth secondary research on target segments and competitor profiles. Research was complemented with 11 interviews, including 4 key competitors, and 295 quantitative surveys with prequalified air compressor users.

The result: Client was delivered a thorough report with insights on preferred brands by industry, satisfaction ratings, decision-driving supplier and product attributes. Also included, was an assessment of the path to purchase, purchase behavior, information sources, distribution channels, competitor intelligence, and a market-sizing model.

Findings revealed that although the US light industrial market was significant and stable it was a mature and competitive market. As part of the strategic recommendations, client was advised to leverage their strong brand position and enhance it with incremental product improvements that address user needs. Other recommendations incorporated in the report were to maintain consistent strategic messaging that aligns the brand with critical value drivers; boost web presence and customer service support to make it easy to buy; and consider developing a more attractive warranty to back product lines.