brand health in the road freight transport sector
Case Studies
The Brief
Research to measure awareness, usage and perceptions of truck brands, providing insights to support strategic planning and decision making, and ultimately drive sales growth.
Research to measure awareness, usage and perceptions of truck brands, providing insights to support strategic planning and decision making, and ultimately drive sales growth.
The approach
A quantitative approach targeting 200 organisations running fleets with heavy commercial vehicles.
We needed a good distribution by truck fleet size and industry sector including organisations specializing in road freight transport as well as construction, distribution and manufacturing.
A quantitative approach targeting 200 organisations running fleets with heavy commercial vehicles.
We needed a good distribution by truck fleet size and industry sector including organisations specializing in road freight transport as well as construction, distribution and manufacturing.
The challenge
Working with niche B2B audiences is always challenging, but in this project, we were engaging with male decision makers generally older than 40 years of age.
This is a notoriously difficult cohort to engage in research, but more challenging in this case as many of the respondents were truck drivers and hence on the road for long periods of the day and night
Working with niche B2B audiences is always challenging, but in this project, we were engaging with male decision makers generally older than 40 years of age.
This is a notoriously difficult cohort to engage in research, but more challenging in this case as many of the respondents were truck drivers and hence on the road for long periods of the day and night
The insight
The research provided detailed insights on brand awareness, usage and preference including NPS.
Brand maps were provided to clearly articulate the strengths, weaknesses and unique selling points for each brand.
The research also quantified the move to more sustainable trucking driven by regulatory change and client expectations.
The research provided detailed insights on brand awareness, usage and preference including NPS.
Brand maps were provided to clearly articulate the strengths, weaknesses and unique selling points for each brand.
The research also quantified the move to more sustainable trucking driven by regulatory change and client expectations.
The outcome
Our client was able to identify opportunities for growth by leveraging brand and operational strengths within different cohorts identified in the research. They also identified key issues around safety and compliance that allowed them to dial up appropriate language in communication collateral and conversations with customers and prospects.
Our client was able to identify opportunities for growth by leveraging brand and operational strengths within different cohorts identified in the research. They also identified key issues around safety and compliance that allowed them to dial up appropriate language in communication collateral and conversations with customers and prospects.
