Client description: Global carpet fiber manufacturer

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Retail; Real Estate; Healthcare; Architecture and engineering

Services applied: Industry Analysis; Secondary Research

Business challenge: Global carpet fiber manufacturer needed to better understand how clients and potential clients informed themselves prior to purchase decisions, in order to better enable their marketing and communications efforts.

Methodologies: Extensive secondary research followed by qualitative research that included 14 IDIs and attendance at 2 industry conferences. We used the qualitative research to inform a quantitative survey of 298 respondents to provide more granular research findings.

The result: We provided a detailed report with strategic recommendations to aid the client in the development of a marketing campaign that would be much more effective due to the knowledge of where buyers and decision-makers went for information.