Research Objectives:
The main objective of the project was to determine the health of the Superglass brand and benchmark key bmetrics for 4-5 brands in the market among installers, merchants, distributors and specifiers.
In addition, the research was designed to provide a foundation of brand understanding to inform strategic decision making.
Methodology:
The questionnaire was carefully crafted to achieve the best results. A total of 260 responses were received, spread across interviews via telephone and responses from an online survey.
The survey respondents were a mixture of merchants, distributors, specifiers and installers. Quotas were applied to ensure adequate representation. The research results were then split and presented by respondent type.
Superglass now understand the strength and health of their brand. The company has also been provided with a robust benchmark for further improvement as well as clear recommendations for PR and marketing.
Results and Recommendations:
100% of Superglass’ customers say that overall service has improved (55%) or remained the same (45%).
Additional findings show that 91% of customers fully trust Superglass’ promises, marketing and claims. 81% of customers feel valued by Superglass, while believe their service is either on par with (42%) or superior (58%) to other suppliers.
The study has equipped Superglass with the data and tools for continuous improvement in the years ahead.