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Market Research Success Stories:
Positioning and Branding Research -- B2B Plant Automation

A niche player in plant automation wanted to know where they stood in the marketplace. How were they viewed by customers and prospects? How was there competition perceived? Their direct sales force and independent reps reported their stories and impressions, yet a more precise sounding was needed. Management faced product, sales force allocation, and marketing communications decisions that would drive overall spending and capitalization.

We worked with management to clarify their own internal knowledge and assumptions about the market and opportunities. This drove design and execution of a quantitative study among customers and prospects.

RESULTS
Our analysis delivered a clear picture of our clients market position, and how it stood relative to the competitive category leader and other minor players. Our study design and subsequent analysis uncovered preference and importance ratings of product features, and pinpointed holes in the market presenting fresh opportunities.