The Challenge

Research indicated a dip in scores for our client’s brand indicators including awareness, positive recall and in particular drops across a range of brand perception scores.  It had become apparent that a particular demographic amongst the target audience, the under 40s, may have been driving this downwards trend and that the brand was failing to resonate with the younger generation.

Research was therefore required to explore why and to what extent our client’s brand was losing resonance with key audiences in the industry and to identify ways in which the company could re-establish engagement and ensure its continued prominence in the marketplace.

The Approach

Our mixed method approach included telephone interviews and in-person focus groups. Our samples were designed to include a cohort of respondents under 40 to enable us to test and compare perception differences between age groups. 

In total six focus groups were held with specifier audiences (architects and main contractors) and installers (dry liners, plasterers and general builders). In addition, 200 telephone surveys we carried out across the entire industry. 

The Results

The research provided insight into the factors driving brand perceptions amongst sector audiences, and highlighted particular areas for focused engagement helping our client formulate a comprehensive plan.

Construction Client