Solutions - Brand Tracking

Tracking Ongoing Brand Perception and Decision Drivers Globally for PM Software

The Challenge

This PM software brand’s revenue has grown significantly year-over-year. As the brand increased its focus on the Enterprise audience, they needed to better understand brand perceptions and decision drivers within these target audiences. The goal of the brand research was to better understand how IT and Line of Business decision makers define the Collaborative Work Management (CWM) space, and determine their brand perceptions, key decision drivers, needs, and pain points relative to Smartsheet and other key competitors.

The Solution

Lux started the global tracker with an initial run of 20 in-depth interviews (IDIs) with C-Suite and Sr. Level IT and LOB decision makers at Fortune 1000 companies to help inform the design of the brand survey. Combined with strategic brand and marketing information from the brand, Lux developed an online survey brand tracker with 1,000 IT and LOB decision makers. Over time survey scope grew to include a larger sample size, additional segments, and additional countries.

The Outcome

This research provided a clear understanding of how the target audience thinks about and defines the CWM space, along with Brand Health scores of the brand and key competitors. Actionable insights into the decision-making journey, key decision drivers, needs, and pain points of the Enterprise target audience. This helped develop and refine the brand’s positioning, messaging, and go-to-market strategies for the Enterprise and SMB markets.

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