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Dana Stanley
Greenbook’s Chief Revenue Officer
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A leading polymer manufacturer needed to assess its brand health and examine the path to purchase
Presented by Geo Strategy Partners
CHALLENGE
A leading polymer manufacturer needed to assess its brand health and examine the path to purchase for its branded fiber used in commercial carpets.
SOLUTION
Hidden identity qualitative in-depth interviews with thought leaders, dealers, designers, end-users, decision-makers and influencers; online quantitative survey of over 300 designers and end-users; data analytics of stated vs. derived customer preferences and brand battlegrounds. Analysis included detailed analytics to measure brand performances against competitors; compare customers’ “stated” preferences versus their behavior “derived” preferences; unmet needs; and decision drivers.
RESULT
Client received a detailed report that assessed perception of brands, client “derived” preferences, decision-maker and influencer identities, and path to purchase. In addition to the report, we provided strategic recommendations on channel marketing strategies and introduction of alternative fibers, to strengthen brand equity and increase market share.
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