The Challenge
A manufacturer and distributor of professional audio equipment is challenged with needing to discern the voice of customers and identify the brand’s positioning within the market. It’s key audiences are direct to consumers and also to dealers.
The Solution
A multi phased research approach was designed to address all of the research objectives. The online survey served as the best tool to benchmark and understand the brand’s awareness, perceptions and position in market compared to competitors. RBS, Key Drivers Analysis and Action Grids were utilized to inform recommendations. In-dept interviews with consumers as well as in-depth interviews with dealers / stakeholders were conducted to better understand motivators and barriers, industry trends and test value propositions.
The Outcome
The brand left the research with clear recommendations around how to inform GTM messaging and strategy, what to prioritize, a clear vision of their brands performance in the market compared to competitors and rich and deep insights from dealers and consumers on their value proposition. Including understanding burning questions from dealers on the impact that supplying direct to consumers via ecommerce has on the relationship. An activation workshop was conducted to further take insights into strategy and org tactics.
