Why carry out this research?
After around 2 decades without a focused brand strategy, a leading manufacturer of cement turned their attention to developing their brands. In particular, they had concerns that a new generation of cement buyers do not have a connection with their brands.
The client, therefore, required research to understand how their brands are currently performing, gaining benchmarks to allow them to monitor the effectiveness of future brand development activity.
What did JEM do?
The questionnaire was designed in conjunction with the client including measures such as brand awareness, familiarity and preference as well as investigating perceptions of the client’s key brands.
Telephone interviews were then carried out with a sample of 1000 tradespeople who buy bagged cement regularly – builders, bricklayers and landscapers. Interviews were carried out by JEM’s dedicated market research interviewers. A telephone methodology allowed us to achieve a higher response rate, and hence, larger sample size than an equivalent online survey.
All respondents completing the survey were entered into a prize draw for a £250 Screwfix voucher in order to help maximise response.
Respondents were also asked if they were happy to provide permission for the interview to be recorded and shared with the client.
On completion of fieldwork, JEM provided a full PowerPoint report which was used by the client to communicate the findings from the research internally.
How has the research helped the client?
The research has identified areas of strength and weakness for the client’s key brands as well as identifying customer groups with weaker perceptions of these brands. Going forward the research will be used to identify where brand development activity should focus.
I have worked with the team at JEM over a number of years covering a wide range of research studies and different market sectors. The service we receive is very personal, proactive and detailed. They really go that extra mile at the beginning of all projects to ensure that they have really understood the market, products and service deliverables.
They also make it easy for my team to work with them. JEM provide us with complete transparency at every stage. Being able to listen to digital call recordings gives us peace of mind that the research is meeting our requirements. Including sound clips in presentations gives the findings another dimension and gives our customers a voice internally.
I would have no hesitation in recommending the research team at JEM to any organisation that wants a highly responsive, effective market research partner.
- Senior Marketing Manager – Cement Manufacturer