Branding: Typical Engagements
Drivers of Brand Choice: 3D Graphics Accelerators
The client asked ConStat to identify the factors influencing brand selection within the 3D graphics accelerator/game hardware category. Encompassing both qualitative and quantitative elements, this two-phased research project included in-depth dyad interviews among electronic gamers ages 12 and over, followed by a comprehensive telephone survey to assess the 3D graphics accelerator market.
The qualitative dyads asked friends who were users of alternative game systems to argue the merits of their respective systems. This approach elicited an exhaustive set of features that were likely to come into play when selecting brands of 3D graphics accelerator cards. The importance of these features, and their association with key brands within the graphics accelerator market, were assessed in a subsequent quantitative telephone survey among 300 casual and hard-core gamers.
Repeated after 12 months, the quantitative study was also used as a baseline to assess the impact of marketing initiatives for the client’s brand and monitor changes in the marketplace.
Drivers of Brand Choice: Web Hosting Services
A Web hosting services company retained ConStat to conduct research to understand the brand choice dynamics in the Web hosting category and determine ways in which the market could be segmented based on the needs associated with outsourcing Web hosting services. At the time of the research, the Web hosting services category was poised to experience significant growth and our client wanted to understand the needs and behavior of target businesses.
The research was conducted in two phases: The first was a qualitative phase consisting of in-depth interviews of 16 individuals responsible for decisions on Web site development and hosting at their company and, given their potential influence on company decision makers, six Web designers. This was followed by a quantitative phase consisting of 300 telephone interviews among persons with a high level of involvement in managing their company’s Web site. The focus was on small-to-medium enterprises (companies with 5 – 499 employees).
Results from the qualitative research were used as input for the subsequent quantitative phase, which identified key factors considered when making brand selections within the Web hosting services category. The research also identified the specific product/service features that would best convey these factors, perceptions of principal competitors within the Web hosting services category and how best to position our client’s brand relative to these competitors. As well, the research determined a potential means of segmenting the market by attitudinal-related dimensions, which gave the client a more direct way of identifying companies more prone to switching their current Web hosting service provider.
Brand Dynamics Research: Consumer Electronics Devices
A leading company in the consumer electronics market commissioned research to deepen their understanding of brand choice dynamics, category adoption and the equities of various brands/sub-brands competing in their three key lines of business: DVRs, MP3 Players and DVD Players.
The study utilized a national online panel of 1,430 qualified respondents that included a mix of specific product users and intenders. Qualitative research was conducted to uncover brand and category drivers prior to fielding the quantitative research.
The company wanted to align its brand assets with the brand choice drivers in each key line of business. The company used the insights gained from this research to expand their portfolio with cutting-edge new products.
International Product Satisfaction/Brand Equity: Design Software
A leading software maker selected ConStat to design and execute a brand equity study designed to uncover the most compelling value propositions for a well known, but embattled, Web software product. The challenge faced by the product team was to determine if their existing brand name was strong enough to effectively compete against two other well-entrenched solutions, or if in spite of their recent product improvements, past functional weakness had so damaged the brand that a new name had to be considered.
ConStat’s team recommended a multicountry quantitative, online research program built to measure overall satisfaction against several competing brands, and which at the same time identified the most compelling features within each of them. Achieving this within the client’s tight timeline and budget required a thoughtful approach to the design. The entire project was successfully completed within six weeks, and the total cost was under the client’s expected budget.