Client description: Consumer goods company

Practice area: Market Research

Geographic scope: US

Industries involved: Automotive

Services applied: Voice of the Customer, Customer Satisfaction, Brand Perception & Awareness

Business challenge: Client needed to assess current brand health (awareness, consideration, loyalty, brand imagery) among auto decision-makers; evaluate brand recall for a previous campaign; and identify relevant media sources used by auto decision-makers when searching for information on workwear.

Methodologies: 305 quantitative online surveys taken by prequalified decision makers such as shop owners, service managers, administrative managers, supervisors and company officers. Surveys were conducted under a hidden identity basis.

The result: A complete report on segment categories that included customer demographics; workwear channel used (lease vs. buy); most used leasers/suppliers; top workwear decision-drivers; assessment of brand awareness; satisfaction and association through carefully crafted funnels. Report included a specific campaign’s analytics on participant’s recall of ads and ambassadors; participant relationship to vehicles; and information sources for workwear decision makers.

Findings revealed that overall brand health had improved over the last couple of years. However, decision-makers do not consider the brand particularly unique and the brand has not differentiated itself in a way that was meaningful. On campaigns launched, the ads and ambassadors were not sufficiently compelling. Most participants were unfamiliar with either ads or ambassadors. Of all the sources used, online is clearly the most preferred mode but after that, these decision-makers want a face-to-face meeting or phone conversation with the supplier.