Switched-on appliance manufacturer benefits from global brand tracking portal.
A major consumer appliance brand asked Bonamy Finch to reboot their twenty-six market brand tracking research to (i) strip out complexity, (ii) deliver high quality, reliable data, and (iii) increase business impact.
Our experienced team lead an iterative content review with primary stakeholders to help focus content on the things that could make a real difference to the business. This delivered a 35% reduction in survey length, which in turn provided a foundation for enhancing data quality. We also developed clearer sampling frameworks and data quality benchmarks for our global fieldwork partners. Finally we ensured greater business impact through different levels and formats of reporting that were closely aligned with the needs of multiple internal audiences.
Since Bonamy Finch took over the brand tracking program a further six markets have joined the global tracking program. Output from the tracker has become an important facet of company life, guiding decisions relating to brand architecture and positioning through to media planning.