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Development of differentiated service packages
Development of differentiated service packages
The client, a major supplier of industrial gases, was in the process of reviewing its core and premium service packages for customers, specifically to determine the gaps between current service offerings and customers’ needs and expectations; how the company’s service compares with competitors; and to test the appeal of various future service options.
The research involved a mix of qualitative and quantitative techniques (group discussions & in-depth interviews followed by telephone interviews) with customers for cylinder gas and bulk/liquid gas (i.e. ranging from smaller users such as garages, automotive workshops or specialist manufacturing/engineering companies, through to larger users such as major manufacturing or chemical plants, food processors and Universities).
The findings led to a full restructure of service configurations, including identification of which elements should be offered as part of the standard package and which were premium services, important only to certain sectors/business types, which could be offered for an extra charge. The results also helped guide the client’s customer communications to support the new offer.
The research involved a mix of qualitative and quantitative techniques (group discussions & in-depth interviews followed by telephone interviews) with customers for cylinder gas and bulk/liquid gas (i.e. ranging from smaller users such as garages, automotive workshops or specialist manufacturing/engineering companies, through to larger users such as major manufacturing or chemical plants, food processors and Universities).
The findings led to a full restructure of service configurations, including identification of which elements should be offered as part of the standard package and which were premium services, important only to certain sectors/business types, which could be offered for an extra charge. The results also helped guide the client’s customer communications to support the new offer.
Product development in industrial markets
Product development in industrial markets
The client, a global chemical and industrial products manufacturer, was planning a new range of disposable coveralls for the industrial protection market and wished to explore how their introduction could be managed without significant ‘cannibalisation’ of its successful existing products.
The research covered France, Germany and UK. An initial qualitative stage of F2F in-depth interviews in the UK was followed by a larger survey of telephone interviews across all three countries. Respondents were screened by telephone, to identify the person with responsibility for personal protection apparel and check against qualification criteria; then sent a ‘stimulus pack’ including fabric samples and product specifications; and then re-contacted to complete the interview at an appointed time.
The analysis helped identify the optimum configurations and price points for these products, i.e. those which would maximise market appeal and compete most effectively with rival products, whilst preserving the customer base of the client’s existing products; as well as highlighting critical differences in the product/service expectations and requirements of the various geographical markets.
The research covered France, Germany and UK. An initial qualitative stage of F2F in-depth interviews in the UK was followed by a larger survey of telephone interviews across all three countries. Respondents were screened by telephone, to identify the person with responsibility for personal protection apparel and check against qualification criteria; then sent a ‘stimulus pack’ including fabric samples and product specifications; and then re-contacted to complete the interview at an appointed time.
The analysis helped identify the optimum configurations and price points for these products, i.e. those which would maximise market appeal and compete most effectively with rival products, whilst preserving the customer base of the client’s existing products; as well as highlighting critical differences in the product/service expectations and requirements of the various geographical markets.
Profiling consumer attitudes
Profiling consumer attitudes
Our client, a supplier of engine oils/lubricants and related products. The company was looking to understand more about people’s attitudes towards (and motivations for using) fuel additives, i.e. specialised liquids that are added to the vehicle’s fuel tank in order to improve fuel economy, cleaner running and reduced engine wear, etc.
The research was qualitative in nature, and comprised just two focus group discussions with selected respondents, including a mix of current users and non-users of fuel additives of this type. (Respondents were recruited on-street in the local area and ‘screened’ to confirm awareness and/or use of fuel additives).
The clients attended the groups to observe proceedings (through a one-way-mirror) and our report of the findings from both groups provided a ‘consumer perspective’ on the key purchasing considerations associated with fuel additives; detailed perceptions of the client vs. competitor products; as well as some initial feedback on various new packaging options the client was considering, as part of an overall strategy to change and ‘boost’ the image of its products within this range.
The research was qualitative in nature, and comprised just two focus group discussions with selected respondents, including a mix of current users and non-users of fuel additives of this type. (Respondents were recruited on-street in the local area and ‘screened’ to confirm awareness and/or use of fuel additives).
The clients attended the groups to observe proceedings (through a one-way-mirror) and our report of the findings from both groups provided a ‘consumer perspective’ on the key purchasing considerations associated with fuel additives; detailed perceptions of the client vs. competitor products; as well as some initial feedback on various new packaging options the client was considering, as part of an overall strategy to change and ‘boost’ the image of its products within this range.
Market development and expansion
Market development and expansion
The client, a global chemical products manufacturer, supplies a range of additive ingredients targeted specifically at the bakery sector, i.e. enzymes which act to provide stability and strength to bakery products and so enhance freshness, prevent staling and improve shelf-life, etc.
The company is currently a small player in this sector, but is aiming to significantly increase its market penetration over the next 3 years; the research was a key element in a review of marketing strategy and the overall ‘value proposition’ for its bakery enzyme products.
The research covered selected European markets, i.e. France, Germany, Italy, Russia and Turkey – with a total of 150 x 25 minute telephone interviews amongst both large-scale ‘industrial’ and small-scale ‘artisanal’ bakeries; focusing on general purchasing behaviour, future trends and key needs and expectations of the bakery industry in relation to the supply of these kinds of additive/enzyme ingredients.
The results included a basic segmentation of customers groups, based on differing priorities and service needs.
The company is currently a small player in this sector, but is aiming to significantly increase its market penetration over the next 3 years; the research was a key element in a review of marketing strategy and the overall ‘value proposition’ for its bakery enzyme products.
The research covered selected European markets, i.e. France, Germany, Italy, Russia and Turkey – with a total of 150 x 25 minute telephone interviews amongst both large-scale ‘industrial’ and small-scale ‘artisanal’ bakeries; focusing on general purchasing behaviour, future trends and key needs and expectations of the bakery industry in relation to the supply of these kinds of additive/enzyme ingredients.
The results included a basic segmentation of customers groups, based on differing priorities and service needs.
Identifying key customer needs
Identifying key customer needs
Our client is a supplier of premium oils & lubricants (and related products such as metalworking fluids, etc.) used across a wide range of industries in the general operation and/or maintenance & servicing various types of machinery and equipment.
The company was looking to get a better understanding of the key product and service needs from an oils & lubricants supplier; and also reactions to various new product ideas and aftercare/service propositions that could potentially be offered to customers.
The research was qualitative in approach and comprised a series of one-to one, F2F interviews with senior Engineering and Maintenance staff in Industrial Oil Users (across selected industries/applications) and Commercial Vehicle fleet operators.
Just a handful of these in-depth discussions were sufficient to provide our client with fresh insight and a new perspective on how the company should be approaching dealings with both existing and new customers; and also to identify the ‘winners’ amongst the range of potential product/service concepts (and so the ones to progress for further development).
The company was looking to get a better understanding of the key product and service needs from an oils & lubricants supplier; and also reactions to various new product ideas and aftercare/service propositions that could potentially be offered to customers.
The research was qualitative in approach and comprised a series of one-to one, F2F interviews with senior Engineering and Maintenance staff in Industrial Oil Users (across selected industries/applications) and Commercial Vehicle fleet operators.
Just a handful of these in-depth discussions were sufficient to provide our client with fresh insight and a new perspective on how the company should be approaching dealings with both existing and new customers; and also to identify the ‘winners’ amongst the range of potential product/service concepts (and so the ones to progress for further development).
Refining & targeting marketing activity
Refining & targeting marketing activity
Following the integration of several separate businesses, our client (a manufacturer of industrial coatings) had experienced initial profitability issues. In response, the company was engaged in a significant ‘turn-around’ effort, including plans to broaden the business into new segments.
Market research was needed to provide the basis for a marketing plan to support this sales & marketing activity; and also to help review and refine the customer value proposition for specific customer segments.
The research comprised 65 x telephone interviews with businesses that use liquid spray coatings (across Germany, France, Italy, Spain and UK), focusing on general industrial applications and the machine manufacturing sub-segment in particular.
The results provided a better understanding of the needs and priorities of this customer segment, incl. usage and awareness of coatings suppliers; the relative importance of different product/service attributes; and a measure of the client’s performance vs. competitor suppliers in this sector.
Market research was needed to provide the basis for a marketing plan to support this sales & marketing activity; and also to help review and refine the customer value proposition for specific customer segments.
The research comprised 65 x telephone interviews with businesses that use liquid spray coatings (across Germany, France, Italy, Spain and UK), focusing on general industrial applications and the machine manufacturing sub-segment in particular.
The results provided a better understanding of the needs and priorities of this customer segment, incl. usage and awareness of coatings suppliers; the relative importance of different product/service attributes; and a measure of the client’s performance vs. competitor suppliers in this sector.
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