Case Study: Brand Equity Study
Audience and Methodology: Online survey with 488 trade professionals across the US - 356 specifiers (Architects and Designers) responsible for selecting flooring brands and 132 end users responsible for managing the environment in which the flooring was installed.
Background and Objectives: 
What do trade customers think of our brand and how does that influence their decision to purchase? 
Our client was looking to understand the factors that influence the decision to select a specific brand, as well as understanding attitudes towards sustainability in the decision-making process. They also wished to benchmark familiarity and satisfaction with specific brands in the market place.
Insights:
- The survey identified the key drivers in flooring selection – and positioned ‘sustainability’ in context of other historic drivers. Our client was able to weight the influence of their sustainability message accordingly
- The final report also allowed the client to understand the end users’ perspective on ‘lifetime acquisition costs’ such as account installation, recycling, removal, length of use and other ‘soft’ factors. This allowed them to highlight these benefits to the specifier channel
- Our client was also able to measure awareness and loyalty among customers and prospects and identify issues of weakness and strength among the competitive set
Output Examples:
