Case Study
Business Issue
A leading manufacturer of professional-grade audio, video, and lighting connectors needed to understand the buying criteria used by decision makers as well as the brand’s key differentiators in the marketplace.
Custom Approach
Our team created a custom approach to better understand the most important considerations, how client and competitor brands are viewed, and develop global and regional views regarding competitive brands and how they vary region-by-region.
Research insights helped us identify specific areas of white space and gaps in the category. Since no single brand had successfully differentiated itself in any one area, the brand could develop activation strategies to claim ownership in the areas where they had the most strengths.”
Step 1:
Qualitative research brought clarity to brand consideration factors.
We prioritized factors that highly impact brand consideration among customers and prospects with knowledge of the manufacturer’s products via a regression analysis.
Criteria included:
Top factors spanned functional dimensions of the brand, including customer service, product variety and quality, and also touched on emotional factors such as perception of brand as a “premium” brand, sentiment that the brand was valued by customers and that its products make their jobs easier.
Step 2:
Analysis provided a clear picture of the brand’s strength in the marketplace.
We identified which brands are associated with the most impactful factors and learned that our client’s brand leads the pack globally.
Step 3:
Activation strategies focused on market-specific opportunities to drive growth.
Research insights helped us identify specific areas of white space and gaps in the category. Since no single brand had successfully differentiated itself in any one area, the brand could develop activation strategies to claim ownership in the areas where they had the most strengths. These included:
- Reputation: Building on brand trust as well as the brand’s reputation for offering premium products and service.
- Customer Service: Highlighting the company as a partner that is willing to act on customer feedback to develop products and solutions to meet specific customer needs.
- Value: Promoting its low cost of ownership and long-term value to customers.
Growth Outcome
Research insights uncovered white space and areas of opportunity the brand could own. Our team recommended activation strategies focused on the most impactful purchase criteria the brand could pursue to build on its leading position. We also identified those criteria exhibiting high brand disassociation to help teams develop strategies to further the distance from their competition.
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