A leading fixtures manufacturer needed to quantify their brand awareness and brand usage collectively to monitor their brand health among trade Professionals and Consumers. This would enable their channel, marketing, and product teams to understand specific ways their brand could improve go-to-market strategies.
This manufacturer sought out The Farnsworth Group; our team conducted quantitative research to:
· Measure their brand awareness, brand consideration, and brand preference of major faucet brands
· Determine the importance of key product (brand)attributes
· Understand perceptions of various brands as it relates to key product attributes
· Determine the opportunities and effectiveness for marketing to contractors and homeowners through various traditional and digital medias, as well as through channel programs
To answer these questions, the research team at The Farnsworth Group designed online surveys and fielded those surveys among a vetted group of faucet Pro installers working in single family residential projects, and homeowners recently in the faucet market.
This building products manufacturer was able to influence changes to their channel partner programs and marketing programs based on the findings and analysis prepared by The Farnsworth Group.
Measuring Brand Health
Regular brand health research is conducted to track key performance metrics to illustrate how improved go-to-market strategies impact market share in part due to efforts improving brand perceptions among customers and channel partners. Learn more about conducting brand health research.