BUSINESS NEED

A leading manufacturing company sought to evaluate its market positioning relative to competitors, pinpoint the key factors influencing customer decisions, and identify the needs most valued by their target audience. Additionally, the company aimed to uncover the defining characteristics of its customers and outline the profile of non-customers to expand their market reach.

METHODOLOGY

The Analytics Arts team supported this project by designing a questionnaire tailored to meet all project requirements. We began by selecting the most effective response collection method and the optimal sampling plan to ensure a representative sample. Given the B2B audience’s challenging accessibility, we chose the CATI (Computer Aided Telephone Interviewing) approach. After multiple consultations with stakeholders and gathering detailed insights into the client’s industry, we developed a customized questionnaire.

OUTPUT

We examined traditional marketing KPIs, comparing them with the market average and with our client’s main competitors. Additionally, we explored purchasing behavior in relation to frequency, quantity, and declared and implicit choice drivers, highlighting the main differences between the groups of respondents. Ultimately, our analysis outlined the company’s positioning compared to competitors and assessed potential areas for improvement and points to consolidate. We helped our client identify the key factors that influence customer decisions and the characteristics that define the profile of the target audience. This information allowed the company to refine its competitive strategies, personalize its offerings, and effectively target new market segments to expand its reach.

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