Nationwide consumer research provides strategic brand direction.

Brand Strategy | Creative Direction | Communications Strategy

The Client

Leading Irish brand name

Industry

B2C

The Brief

Our client, a well know consumer brand name, engaged IMS Marketing to plan and implement brand insights research which would provide direction for its future branding and communications strategy.

The Challenge

The key challenge in this project was to devise a research methodology which would provide valid and reliable research results and strategic brand direction for our client.

The Idea

Our research objectives were as follows:

1.

Who was the key demographic customer for the brand?

2.

What were the attitudes and opinions of this demographic to our client’s brand and how did this differ with older and younger demographics?

3.

How did the target demographic position our client’s brand versus other competing brands?

A primary research approach was undertaken to answer these questions. Employing a team of field researchers we conducted interviews in 8 different towns in Ireland, interviewing both customers and non-customers. In total over 800 interviews were completed over a 3 week period. Following data collection, IMS analysed the results and presented a summary report at board level to our client.

The Results

The results from our research were described by our client as one of the most important pieces of research they had ever completed. It allowed the company to better understand their customer and the reasons why these customers liked their brand. It equally highlighted strategic brand challenges in attracting younger shoppers who didn’t share the same brand sentiment as the older shoppers interviews. As a result of our research, the company made subtle changes to their communications strategy.

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