Brand Perception and Awareness

Brand Perception & Awareness metrics are a clear reflection of the value for money invested in marketing. These metrics can also serve as diagnostic tools for course-correction of marketing strategies, particularly advertising and public-relations. They can even help in decision-making over penetration and accessibility of the solution offering. Our practice in this segment is founded in a multi-layered, iterative methodology that is aimed at providing wholesome solutions, by gathering crucial insights at various stages of perception formulation. Through a process of juxtaposing brand projection and brand perception, we identify areas of conformity mismatch that can be addressed in particular brand attributes.

Brand perception and awareness pic 1

Starting with an assessment of brand/solution-usability fit, which is usually performed prior to market entry, we juxtapose this with the brand/market fit to provide key insights. In the next stage, projection of solution USP over the market is analysed through competitive benchmarking, usually post-market entry. In the third step, brand/product-tangibles fit is analysed through an analysis of voice-of-the-customer and competitive landscaping. Fourthly, brand/customer-experience fit is analysed by aggregating Voice-of-the-Customer. Next, the effect of solution continuity and enhancement over brand perception is analysed through an analysis of the marketing strategy, to generate a composite perception. This is followed up with need-based, iterative perception tracking to identify perception changes.

This process generates quantified values of brand attributes that can be subjected to the following model, for identifying insight led actions.

Brand perception and awareness pic 2
Case Studies >>
  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector |Consumer Products
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Brand Tracker study
    Case Study
    Sector |Consumer Products
    • Our client , a leading home appliances manufacturer wanted to fuel up the sales of its existing brand of home appliance products in UAE and Saudi Arabia.

    • The study was conducted among general consumers to measure their awareness and usage of various home appliance products for the purpose of supporting the client requirement.

      Large monthly tracker was conducted for 12 months with sample size of 200 interviews per month in each country.

    Approach

    Phronesis Partners analyzed the awareness and usage of home appliances including washing machine, refrigerator , microwave , LCD and food processor. Identification of key drivers in applications and key features that influence the purchasing behavior of consumers for home appliances was also done.

    Market potential was researched to explore the potential base of new customers by reviewing and assessing their awareness level for client’s brand against competitor brands. A research instrument was designed and administered among households to estimate the market size for client’s brand. Each respondent’s view was captured on home appliance product application awareness and proportion of using each application to drive the sales of client’s brand.

    Each product was prioritized based on features , awareness level and penetration of usage to understand the popularity of using various home appliances. Energy saving , high resolution , multi features and low prices were identified as the key drivers for purchasing home appliances.

    Intended users were segmented based on their awareness level and current users were segmented were based on their usage level for various home appliance products. Market evaluation was conducted in terms of client’s offerings and competitor’s offerings and the gap based on the customer expectations , level of awareness and expected usage behavior to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using the SWOT and core competency model. Qualitative insights of intended users and current users for phone applications to enhance the client’s marketing decisions were provided.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its existing brand of home appliance products.

  • E-commerce for medical equipment and consumables
    Case Study
    Sector |Consumer Products
    • The purpose of this research is to evaluate the opportunity of e-commerce for medical equipment and consumables across China , Thailand , Australia, South Korea and Japan.

    • Phronesis partners conducted a total of 250 interviews across Thailand , China , Australia , South Korea and Japan in their respective languages.

    Approach

    Primary research was conducted involving top national dealers/distributors of medical equipment and consumables with following job titles:

    — Owner

    — Marketing manager

    — Sales manager

    The respondents were selected over the phone, their profiles were screened to identify the right person to contact and explained the purpose of research to encourage their participation.

    Interviews with an average duration of 35 minutes were conducted.

    Value/Results

    English transcripts of interviews in MS Word format  as per the client requirement were delivered.

    Key insights were delivered in a PowerPoint presentation format.

    Our client was able to analyze the new market opportunity to develop the e-commerce market place. Research findings were used by the client for initial strategy development.

  • Smartphone trends study
    Case Study
    Sector |Consumer Products
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement.

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing decisions of client

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Corporate Brand Reputation Assessment for Food & Beverage Company
    Case Study
    Sector |Consumer Products
    • Our client is a US based consulting firm and wanted to understand the brand reputation of a global food and beverage firm among various stakeholders.

    • UK, Germany, France, Italy, Spain, Russia, Switzerland, Poland, Czech, Sweden, Norway, Finland, South Africa, UAE, Saudi Arabia, Brazil and Mexico.

    Approach

    • Primary research was conducted with senior level professionals in regulatory agencies for food and beverage sector, state government organizations who are extensively involved in policy structuring, market regulation and compliance for food and beverage sector, thinks tanks, journalists, client customer and competition customers
    • Other key components of the research were:

    üAssessing the stakeholders’ view towards its market reputation

    üOpinion of journalists towards the client’s  brand and competition brand

    üEvaluate the market reputation of client’s brand along with its competitor(s)

    Value/Results

    The research enabled the client to:

    • Identify key attributes for strong brand reputation of food and beverage companies
    • Identify competitors with high reputation among regulatory agencies and provided the opportunity to improve its brand.
  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Education
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Educational Technology awareness study
    Case Study
    Sector | Education
    • The research focus was to gage the awareness and usage of a specific education technology product among higher education professors .

    • A total of 14 interviews were conducted across Brazil , Mexico , Saudi Arabia and Turkey involving both professors and technology decision makers.

    Approach

    Primary research was conducted with professors and technology decision makers in higher education colleges and industries.

    Information was mainly focused on understanding the usage and attitude for TURNUITIN software to validate and authenticate the assignment the assignment , projects and dissertation work submitted by the students as a part of their curriculum.

    Value/Results

    Key findings of the study were delivered in the form of English transcripts which helped the client to comprehend and analyze the awareness and usage of their education technology product and plan their future strategy accordingly.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Energy & Utility
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Financial Services
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • HNWI Investment Behaviour – International Private Equity Fund
    Case Study
    Sector | Financial Services
      • Our client needed to understand the attitude and behaviour of High Net Worth Individuals when investing in private equity funds across the US, Europe, Asia Pacific, Middle East and Latin American geographies.
    • US, UK, France, Germany, Canada, Hong Kong, Singapore, Australia, New Zealand, China, India, Brazil, South Korea, UAE, Middle East and Saudi Arabia.

    Approach

    • Assessed the behaviour and attitude of HNWIs having more than USD 1 million in investable assets for investing in private equity funds
    • Identified the weak points in investing PE funds from HNWIs’ perspective to provide suggestions for areas of improvement.
    • Analysed the proportion of PE funds considered by HNWIs in their portfolio construction and mapped it with other investment options to uncover the opportunities in PE investor market
    • Survey instrument was administered over the phone covering the US, Europe, Asia Pacific, Middle East and Latin American geographies
    • The focus area of the questionnaire was to understand the investment behaviour and reasons for diverting investments from PE funds to other sector products

    Value/Results

    The research carried out by Phronesis helped the client to:

    • Identify that expert opinion from a strong management team, is the main consideration for HNWIs before investing into PE funds.
    • Understand that investors are more likely to invest in those assets which provide trust and security on their investments rather being attracted towards the market share and brand.
    • Identify important key drivers for HNWI’s investment in banking sector such as strong, honest and visionary management team which can build the confidence of investors for safe and secure environment

    Moreover, the report presented to the client listed out the pain points for HNWIs in investing PE funds, areas of improvement and key factors that should be incorporated in the offerings for building the confidence in investment.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Media & Entertainment
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Online Media Effectiveness Study
    Case Study
    Sector | Media & Entertainment
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Government
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Usage and Satisfaction Study of Seeds and Fertilizers
    Case Study
    Sector | Manufacturing & Construction
    • US, UK, France, Germany, China and India.

    Approach

    • Developed a list of about 2000 farmers through directory of agriculture associations and snowball sampling method
    • Qualitative discussions were then conducted with these farmers to understand “why” and “how”

    Value/Results

    Study findings enabled the client to understand the pain points and obstacles in the success of its brand over competitors, satisfaction of farmers and brand preferences.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Manufacturing & Construction
    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Brand Tracker study
    Case Study
    Sector | Manufacturing & Construction
    • The study was conducted among general consumers to measure their awareness and usage of various home appliance products for the purpose of supporting the client requirement.

      Large monthly tracker was conducted for 12 months with sample size of 200 interviews per month in each country.

    Approach

    Phronesis Partners analyzed the awareness and usage of home appliances including washing machine, refrigerator , microwave , LCD and food processor. Identification of key drivers in applications and key features that influence the purchasing behavior of consumers for home appliances was also done.

    Market potential was researched to explore the potential base of new customers by reviewing and assessing their awareness level for client’s brand against competitor brands. A research instrument was designed and administered among households to estimate the market size for client’s brand. Each respondent’s view was captured on home appliance product application awareness and proportion of using each application to drive the sales of client’s brand.

    Each product was prioritized based on features , awareness level and penetration of usage to understand the popularity of using various home appliances. Energy saving , high resolution , multi features and low prices were identified as the key drivers for purchasing home appliances.

    Intended users were segmented based on their awareness level and current users were segmented were based on their usage level for various home appliance products. Market evaluation was conducted in terms of client’s offerings and competitor’s offerings and the gap based on the customer expectations , level of awareness and expected usage behavior to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using the SWOT and core competency model. Qualitative insights of intended users and current users for phone applications to enhance the client’s marketing decisions were provided.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its existing brand of home appliance products.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Oil & Chemical
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Usage and Satisfaction Study of Seeds and Fertilizers
    Case Study
    Sector | Oil & Chemical
      • Our client is a leading provider of seeds, fertilizers and other chemical products for farming and agriculture
      • The objective of the study was to understand how frequently the farmers use fertilizers for different crops and their satisfaction with client brand over its competitors’ brands
    • US, UK, France, Germany, China and India.

    Approach

    • Developed a list of about 2000 farmers through directory of agriculture associations and snowball sampling method
    • Qualitative discussions were then conducted with these farmers to understand “why” and “how”

    Value/Results

    Study findings enabled the client to understand the pain points and obstacles in the success of its brand over competitors, satisfaction of farmers and brand preferences.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Tech & Telecom
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • E-commerce for medical equipment and consumables
    Case Study
    Sector | Tech & Telecom
    • The purpose of this research is to evaluate the opportunity of e-commerce for medical equipment and consumables across China , Thailand , Australia, South Korea and Japan.

    • Phronesis partners conducted a total of 250 interviews across Thailand , China , Australia , South Korea and Japan in their respective languages.

    Approach

    Primary research was conducted involving top national dealers/distributors of medical equipment and consumables with following job titles:

    — Owner

    — Marketing manager

    — Sales manager

    The respondents were selected over the phone, their profiles were screened to identify the right person to contact and explained the purpose of research to encourage their participation.

    Interviews with an average duration of 35 minutes were conducted.

    Value/Results

    English transcripts of interviews in MS Word format  as per the client requirement were delivered.

    Key insights were delivered in a PowerPoint presentation format.

    Our client was able to analyze the new market opportunity to develop the e-commerce market place. Research findings were used by the client for initial strategy development.

  • Smartphone trends study
    Case Study
    Sector | Tech & Telecom
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement.

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Mobile Applications Usage Behaviour Study
    Case Study
    Sector | Tech & Telecom
      • Our client is a world leader in communication devices and wanted to fuel up the sales for its smartphones
      • The study focus was to measure the brand awareness and mobile application usage behaviour among business customers
    • US, UK, France, Germany, Italy, Spain, Russia, India, China, Hong Kong, Taiwan, Japan, Singapore, Australia, UAE and Saudi Arabia.

    Approach

    • Primary research was conducted among medium and large size companies across various verticals and 150 surveys in each target market were carried out
    • In-depth interviews were conducted with business users for smartphones to understand which mobile applications are mostly used in their day to day business, what they download from app stores, which are the most critical applications and what they would like to have and associated cost they are willing to pay for downloading such apps
    • Mobile apps were prioritized based on awareness level and penetration of usage to understand the popularity of each app

    Value/Results

    Study findings were used by the client to optimize the pre-installed mobile applications for its smartphones and make a better positioning of its brand for business users across the target markets.

  • Customer Satisfaction Research
    Case Study
    Sector | Tech & Telecom
      • Our client is a leading provider of unified communication products and services for medium to large size businesses worldwide
      • The objective of the study was to understand the satisfaction level among client’s customers towards unified communication and capture the views of competitors’ customers towards client service offerings and their switching behaviour
    • US, Canada, UK, Germany, France, Italy & Spain.

    Approach

    • The research focus was to assess the satisfaction level among its current customer, service offerings of competitors and competitors’ customer views towards client services
    • Questionnaire development process included designing two set of questionnaire by coordinating it with the client

    Customer’s questionnaires was focused towards

    -Current usage

    -Service quality

    -Service experience

    Competitors’ customer questionnaire was focused towards

    -Current service offerings

    -Price sensitivity

    -Switching

    • Primary research was carried out where in-depth interviews were conducted with current customers of client and competitors customers via phone. 100 interviews were conducted for client customers and 200 interviews for competitors’ customers
    • Data Analysis:

    -Advanced statistical techniques were used to understand the relationship between specific aspects of customer experience, overall customer satisfaction and customer loyalty

    -Competition analysis was conducted using Porter’s Five Forces Model

    -Need gap analysis was conducted for competitors’ customers

    -Basic charts and graphs were produced as per client ‘s requirement

    Value/Results

    • A detailed report was presented which enabled the client to understand that:

    qPackage price, bundle price, picture quality, downtime, customer support are the key drivers for customer satisfaction

    qCompetitors’ customer were ready to switch to other service providers if receiving better service quality, low price and channel selection facility

    • Drivers of customer satisfaction was also highlighted during the study and provided separately to the client

    Finally, the key findings of the research were successfully integrated by client in its marketing plan to beat the unified communication market competition and increase the market share.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Transport & Logistics
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • A global study on adoption of the term “The internet of things’
    Case Study
    Sector | Healthcare
    • Our client , a leading IT research firm was interested to understand the adoption of the popular term “The Internet of things” within large organizations across various industries.

    • In depth discussions were conducted with CIO’s/CTO’s of large organizations with the focus of understanding the level of preparedness in their organization.
      700 interviews were conducted across 14 countries , covering a various number of industries.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    The topics that were covered in the research included current/future usage , key drivers , IoT value propositions for enterprises, annual spending on IoT ,Infrastructure requirement , Enablers of IoT, Direction of technological development and adoption.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the adoption of the term “The internet of things’ within large organizations. The information helped our client to analyze and interpret the importance of this term within organizations across the world covering various industries.

  • Brand Awareness Study for Advanced Injection Devices in North America & LATAM
    Case Study
    Sector | Healthcare
    • A Leading Healthcare Consulting Company wanted to understand the current market trends and popularity of prevailing brands of advanced automatic injection devices used to deliver insulin in diabetes treatment and exploring the opportunities for their client’s brand. The main area of focus was:

      • To identify current market trends for injection devices used in curing diabetes
      • To understand gap between client offerings and competitors’ offerings by conducting competition analysis
    • USA, Canada, Brazil and Chile.

    Approach

    • Identified the major brands of automatic injections devices and respective market share through desk based research to define the scope of the study
    • Determined the current market trends and popularity of prevailing brands of automatic injection devices by interviewing pharmacists and drug retailers
    • Identified the weak points in current brands and significance for using them in treating diabetes to investigate the needs
    • Designed and administered a 25 minutes long questionnaire among pharmacists using Computer Assisted Telephone Interview (CATI) methodology
    • Understand the key market trends and strategies of competitors for pushing their brands to retailers and what incentives are offered by these brands to retailers on sales
    • Identified the most popular brand of advanced injection devices selling in the market and its characteristics to understand the gap between such brand and client’s brand

    Value/Results

    Research findings enabled the client to successfully understand the current market trends for advanced injection devices, integrated these findings in exploring the opportunities to innovate the new injections in treating diabetes

    The research also helped the client to:

    • Increase the efficiency of the products, and helped them understand that emphasis should be given on the substances used to manufacture it
    • Identify opportunity and market scope of new advanced injection devices by conducting the need-gap analysis