Concept test of communication materials about Pumps and Pump Systems in Poland
Market research agency
Before implementing a new advertising campaign, a leading pump manufacturer on the market required feedback about its marketing communications. The business aim of the client was to gather information about the extent to which the communication used in its global campaign will suit the Polish B2B environment. In order to meet the needs of the client, we chose qualitative research methodology.
The Market research project consisted of two FGIs (Focus Group Interviews) with HVAC Installers/Plumbers and Building Services Planners in Poland. The aim of this B2B research was to test a series of ad concepts and messages to explore the extent of their convincing power and potential impact on purchasing.
Value for the client
As a result the client was provided with information on each concept’s performance in terms of memorability, understanding the key messages, uniqueness and integrity with the brand. Additionally, a few suggestions were made on how to improve the concepts to make them more attractive and powerful with Polish consumers.
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