Case 1 - A Worldwide Paper Company
Research Objective:
Our client acquired a non-woven business and needed to integrate the two operations within its own divisions. The overall objective was to understand the values of the various brand names in the non-woven industry and to use this understanding to recommend the most appropriate brands for the merged operations of our client.
Research Methodology:
The research project comprised of focus groups with our clients' "customer facing staff". Simultaneous with this internal research we interviewed customers and prospects for non-woven materials. The "fieldwork" began with 10 in-depth interviews with carefully selected customers and then followed 200 more structured interviews to give a spread of opinion across the many sectors served by the two companies.
Research Results:
A new positioning, with additional sub-brands, centred around customer views and perceptions of existing brands in the marketplace.
Case 2 - An Industrial Minerals Company
Research Objective:
Our client needed to integrate a newly acquired company into their Industrial Minerals Division. The overall objective is to understand the values of the various brand names in the UK 'heavy-side' construction industry and to use this understanding to recommend the most appropriate name for the merged operations of our client.
Research Methodology:
20 in-depth interviews with large customers followed by 500 interviews to give spread of opinion across the many sectors served by these companies.
Research Results:
Clear recommendations on brand positioning due to market domination by a handful of companies coupled with the importance of reputation.
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