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Establishing market size & structure
Establishing market size & structure
The client was a global leader in power and automation technologies and a major manufacturer of distribution transformers throughout the world. In order to guide its sales and marketing effort, the company wished to conduct a market research project to establish the size of the UK market for distribution transformers, in terms of the number of units and the profile of unit sizes.
The research involved large scale screening of electrical contractors to establish levels of use of ground mounted oil-filled distribution transformers (within the range 315-3000 kVA); followed by more detailed telephone interviews with 100 contractors who regularly install this type of equipment, to collect information on the number of units purchased, what kVA ratings, which makes/brands and what are the main criteria for product selection.Grossing-up figures from the survey to market levels estimated a market size of between 2200-2400 units p.a., which was corroborated by ‘desk’ research and analysis of published market data. The results also provided a breakdown by the main types and makes/brands in the market and highlighted the key importance of product reliability and good availability/delivery, ahead of the unit price.
The research involved large scale screening of electrical contractors to establish levels of use of ground mounted oil-filled distribution transformers (within the range 315-3000 kVA); followed by more detailed telephone interviews with 100 contractors who regularly install this type of equipment, to collect information on the number of units purchased, what kVA ratings, which makes/brands and what are the main criteria for product selection.Grossing-up figures from the survey to market levels estimated a market size of between 2200-2400 units p.a., which was corroborated by ‘desk’ research and analysis of published market data. The results also provided a breakdown by the main types and makes/brands in the market and highlighted the key importance of product reliability and good availability/delivery, ahead of the unit price.
Market profiling
Market profiling
The client was a major central heating boiler manufacturer. Although the market leader in the UK as a whole, the client’s brands had historically not been strong in relation to Combination boilers, which accounted for an ever-increasing share of new boiler sales. Obtaining a clear understanding of the size and character of the Combi-boiler market was fundamental to the development of the company’s future strategy to secure a more significant presence in this sector. The research involved 1,000 telephone interviews with boiler installers, with screening questions to focus on those who fit gas combi-boilers. The survey obtained robust measures of the number of combi-boilers installed within the last 12 months; and how this was split between the main boiler brands and between ‘one-off’ vs. contract work. This survey data, together with the information collected during the screening process, was used in calculations to estimate full market volumes. Supplementary data on installer priorities when selecting which combi-boiler brands to use also provided the client with vital clues as to how to approach this sector at a tactical level.
Identifying customer needs and service priorities
Identifying customer needs and service priorities
The client was a new company (formed through the amalgamation of three existing businesses) managing the UK distribution of petrol and diesel engines used in industrial, construction, materials handling and power generation applications. The aim was to obtain an independent view of the market as a whole, plus a clearer understanding customer needs and suppliers’ performance against these needs.
The research comprised an exploratory stage of ‘desk’ research to review existing literature and websites and collate market data, plus a small number of in-depth interviews with major customers. The second stage involved 300 telephone interviews with customers for engines, parts and servicing, including an element where respondents were directed to a website to complete a ‘trade-off’ exercise based around a range of price, service and support attributes.
The results were used to inform the development of a motivating customer value proposition to consolidate the company’s position with its inherited customer base and construct an appealing product/service package likely to attract new customers.
The research comprised an exploratory stage of ‘desk’ research to review existing literature and websites and collate market data, plus a small number of in-depth interviews with major customers. The second stage involved 300 telephone interviews with customers for engines, parts and servicing, including an element where respondents were directed to a website to complete a ‘trade-off’ exercise based around a range of price, service and support attributes.
The results were used to inform the development of a motivating customer value proposition to consolidate the company’s position with its inherited customer base and construct an appealing product/service package likely to attract new customers.
Assessing market expansion opportunities
Assessing market expansion opportunities
The client, a major electronics company, manufactures electricity and gas meters for measurement of energy consumption. Its traditional customers were the energy supply companies, however the introduction of the Climate Change Levy and the Government’s general focus on encouraging energy efficiency in industry meant that energy end-users could now represent an important additional customer segment.
The project aimed to identify current practices and attitudes of energy users (across a range of industrial and commercial sectors) with regard to metering; and to establish the size of the market for meters and sub-meters in this customer segment.
The research involved 150 x 20 minute telephone interviews with large organisations in energy intensive industry sectors. The target respondents were those responsible for the use and management of energy (i.e. Energy Managers, Facilities Managers, Engineers, etc.)The results helped size the potential market opportunity and how this might vary depending on different pricing levels. Although it was clear that the market was already ‘mature’ and slow moving (in terms of the installation of new metering systems), the research also demonstrated how rising demand for sophisticated ‘Smart’ metering could be harnessed as an engine for business growth.
The project aimed to identify current practices and attitudes of energy users (across a range of industrial and commercial sectors) with regard to metering; and to establish the size of the market for meters and sub-meters in this customer segment.
The research involved 150 x 20 minute telephone interviews with large organisations in energy intensive industry sectors. The target respondents were those responsible for the use and management of energy (i.e. Energy Managers, Facilities Managers, Engineers, etc.)The results helped size the potential market opportunity and how this might vary depending on different pricing levels. Although it was clear that the market was already ‘mature’ and slow moving (in terms of the installation of new metering systems), the research also demonstrated how rising demand for sophisticated ‘Smart’ metering could be harnessed as an engine for business growth.
Product development and market testing
Product development and market testing
Our client is a market leading manufacturer of electronic testing tools and software, with products used across a wide range of industry sectors and business types – typical users are electrical contractors, Facilities Managers, technicians, engineers and computer network professionals, etc. The company had developed a new Multi-Function Installation Tester (or MFT, used to check the safety of electrical installations in residential commercial and industrial applications), with an enhanced capability compared with its existing range.
The research aimed to establish the understanding, usefulness and value of the new product’s additional features and functions; and involved a mixture of focus groups and ‘on-site’ F2F in-depth interviews with a tightly screened sample of Electrical Contractors and in-house technicians who use MFTs on a day-to-day basis.
Our clients observed the groups (via one-way mirror) and also accompanied our Interviewers, in order to get full value from the detailed discussions (and watching respondents handling and using the MFT tool). The resulting feedback helped in deciding which additional functionality (and in what combinations) to include in the new models to best suit the needs of target customers.
The research aimed to establish the understanding, usefulness and value of the new product’s additional features and functions; and involved a mixture of focus groups and ‘on-site’ F2F in-depth interviews with a tightly screened sample of Electrical Contractors and in-house technicians who use MFTs on a day-to-day basis.
Our clients observed the groups (via one-way mirror) and also accompanied our Interviewers, in order to get full value from the detailed discussions (and watching respondents handling and using the MFT tool). The resulting feedback helped in deciding which additional functionality (and in what combinations) to include in the new models to best suit the needs of target customers.
Benchmarking brand perceptions & positioning
Benchmarking brand perceptions & positioning
The client was a Swedish manufacturer of products and solutions for ventilation and indoor climate systems – e.g. air handling units, air diffusers, etc. for industrial, commercial and office environments.
The research project covered brand awareness, perceptions, customer satisfaction and loyalty amongst HVAC system consultants and installers; and involved a tightly controlled sample of 15 minute telephone interviews with respondents of different types, size of business, locations, etc.
The results established a benchmark view of the client’s brand position in the UK, and the facility to easily monitor developments and changes in perceptions of the client’s (and competitors’) brands over time, and the impact of promotional activity, by repeating the survey at key waypoints in the future.
The research project covered brand awareness, perceptions, customer satisfaction and loyalty amongst HVAC system consultants and installers; and involved a tightly controlled sample of 15 minute telephone interviews with respondents of different types, size of business, locations, etc.
The results established a benchmark view of the client’s brand position in the UK, and the facility to easily monitor developments and changes in perceptions of the client’s (and competitors’) brands over time, and the impact of promotional activity, by repeating the survey at key waypoints in the future.
Website development
Website development
The client, a leading supplier of industrial consumables and safety products, was undertaking a rationalisation of its various company websites (covering different product lines, etc.) and redesigning its e-channel offering to customers - including the incorporation of more advanced ordering, purchasing and account management capabilities. As part of this process, research was required to understand what customers really want in this area (both now and in the future) and how the web service fits within the overall distribution channel mix.
The research involved exploratory in-depth interviews (F2F and tele-depths); followed by a quantitative stage involving a larger sample of telephone interviews with customers across a range of size categories, industry sectors and existing channel users.The results enabled the company to prioritise the development of different elements within its web offering, with a short-term and long-term schedule for improvements and developments; including incorporating ‘learnings’ and best practice from other similar websites.
The research involved exploratory in-depth interviews (F2F and tele-depths); followed by a quantitative stage involving a larger sample of telephone interviews with customers across a range of size categories, industry sectors and existing channel users.The results enabled the company to prioritise the development of different elements within its web offering, with a short-term and long-term schedule for improvements and developments; including incorporating ‘learnings’ and best practice from other similar websites.
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