Case Studies
Client description: A direct response B2B web/catalog Firm
Practice area: B2B
Industries involved: Direct response pharmaceutical, manufacturing, healthcare, transportation,
Services applied: Qualitative research; quantitative research, brand equity, strategic positioning
Business challenge: Branded direct response catalog company purchased another catalog company and needed to assess brand equity of both companies and determine whether to keep brands separate or collapse.
Our approach: Qualitative interviews with customers of each firm, non-customers, overlapping customers, and prospective customers along with suppliers and stakeholders. Online quantitative research with the same customer group. Full analysis included sophisticated analytics to measure brand performances against competitors and to compare customer “stated” preferences verses their behavior “derived” preferences.
The deliverable: A comprehensive report of findings including banners, cross-tabs, and charts and graphs, sophisticated analytics depicted in diagrams and tables, a brand equity and brand positioning analysis and comprehensive report.
The result: Brands will be kept separate and distinct and many recommendations will be implemented to strengthen both brands and the overall business model.