client challenge
- Our client wanted to understand how brand awareness and perception differed among the countries where they operated in order to refine growth strategies.
- They also wanted to establish benchmarks so they could track changes over time and assess / refine marketing efforts.
decision point approach
- We started with their largest market, the US, and conducted a comprehensive Brand Awareness and Perceptions Study.
- Next, we conducted an eight-country study spanning Asia, Europe, Africa and South American to uncover awareness and perceptions of our client’s brand and key competitive brands.
- We also conducted secondary research to capture detailed regional, gender, and generational information by country in order to thoroughly analyze differences and nuances among the segments.
impactful solutions
- Based on our quantitative studies, we set benchmarks for unaided and aided awareness for our client and its key competitors in the US and in 8 countries.
- We identified areas where our client had the biggest opportunities and provided strategies on how to increase awareness based on region, gender and generations.
- We worked closely with our client’s marketing agency to ensure findings informed creation of brand awareness campaigns.
client success
- Our client prioritized expansion efforts based on the findings. The insights allowed them to tailor initiatives and messaging to effectively reach target audience segments in different countries.
- Using the brand awareness benchmarks established through research, our client was able to set tangible goals (KPIs) for brand awareness.
- Our client used these benchmarks to measure the impact of awareness efforts among countries, regions, genders, and generations and to determine where changes in tactics were needed.
