Client description: Global carpet fiber manufacturer

Practice area: Market Research and Analysis; Strategic Positioning and Planning

Geographic scope: US

Industries involved: Manufacturing, hospitality, healthcare, education, public sector

Services applied: Brand perception and awareness; brand equity and identity; strategic messaging

Business challenge: Global carpet fiber manufacturer had seen its market share eroded and needed market research to inform an effort to reinvigorate its brand strategy and develop a new path to market.

Methodologies: Extensive secondary research followed by 52 qualitative IDIs and an online quantitative survey among more than 300 respondents.

The result: Client received a detailed report, outlining the best future opportunities for their fiber, end user and gatekeeper brand perceptions and awareness, unmet needs, path to purchase information and strategic recommendations on how to best move forward as a brand in the existing marketplace. After completing the analysis Geo Strategy Partners worked closely with the client and their marcom team to develop a branding and messaging campaign.