Client description: Provider of maintenance, engineering, and product repair services related to rotating equipment

Practice area: Voice of the Customer, Qualitative Interviews and Quantitative Surveys, Brand Awareness and Perception

Geographic scope: US, Canada, Middle East

Industries involved: Pulp & Paper, Power Generation, Oil & Gas, Petrochemicals, Machinery Manufacturing, Food & Beverage, Chemicals, Fertilizer, Primary Metals, Steel, Aluminum, Rubber and Plastics

Products Involved: Centrifugal/dynamic compressors, axial compressors, gas turbines, steam turbines, power recovery expanders, submerged liquefied gas pump, cryogenic liquid expander turbine generator

Services applied: Market Opportunity Study, Voice of Customer, Competitive Intelligence, Go to Market Strategy, Online quantitative survey

Business challenge: An after market rotating equipment service company needed their first comprehensive assessment of customer brand awareness and perception, satisfaction and performance feedback, and competitive insights.

Methodologies: Geo Strategy recruited from the clients customer list as well as an independently generated non-customer list and conducted executive interviews with maintenance managers, maintenance engineers, reliability engineers, and other key decision-makers; we the conducted a quantitative survey across similar decision makers as well as competitive intelligence.

The result: The client benefited from their first objective view of the marketplace from the perspective of their customers and competitors, outside of the lens of their sales team. Many unmet needs and opportunities to differentiate their offerings were uncovered.