About our work

Image analysis – a case study

Panel/studio interviews and online questionnaire as a mixed-channel approach – reaching target groups on all channels

 

Panel/studio interviews and online questionnaire as a mixed-channel approach – reaching target groups on all channels

 

Background

A building materials manufacturer wanted to analyse its brand image from the perspective of (semi-) professional tradesmen and DIY enthusiasts while simultaneously working out which touchpoints were most useful for drawing attention to its brand.

 

Image analysis method

A combined approach comprising panel/studio interviews and an online questionnaire (suitable for a range of devices including smartphones, tablets, laptops/PCs) gave the manufacturer the desired insights into its various target groups.

 

Results 

The results confirmed that a good mix of channels is relevant given that the client’s various target groups have different buying habits. In addition, the results supported the theory that each individual touchpoint makes a significant contribution to shaping opinion and the brand’s image. The more information users/operators need to make the right (purchase) decision and the more confident they need to be about their decisions, the more this is the case.

 

Click here if you would like to find out more about our methods or our brand positioning work in particular.

 

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Phone: +49.911.393 64 0

Email: info@opinion.de