Image Analysis – a case study

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.

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.

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