Consumer Research, CPG & Retail, Research and Information Services
Identifying what makes your brand unique is the first step in strategically gaining a positioning edge over your rivals. Our client, a leading home fitness equipment provider, with a global presence, wanted to conduct a brand performance assessment to analyze the awareness levels and product usage patterns of home fitness brands and products in the UK.
Realizing they would need to get a deep-dive into consumer purchase triggers and feature preferences, the firm partnered with Netscribes to gather insight into consumer choices, its overall brand health, and its competitive market position.
The client is a German-based fitness equipment manufacturer that caters to the global fitness and wellness market with product lines spanning riding toys, leisure gear, patio furniture, and exercise equipment like exercise bikes, cross-trainers, treadmills, and rowers.
Their mission is to develop a range of innovative, high-tech, high-quality machines that serve as solutions for beginners to experienced health and fitness enthusiasts seeking to improve weight loss, cardio health, and tone muscle.
The client wanted to understand and benchmark brand awareness and usage patterns of home fitness products in the UK. To gain a comprehensive understanding of its overall brand health, the company partnered with Netscribes for a study that provided insights into its brand position when measured with its competition. This involved benchmarking on parameters such as customer awareness, usage patterns, brand considerations, purchase intent, and recommendations.
Our team of consumer research experts approached this study with a gamut of quantitative research tools and brand benchmarking methodologies. We undertook an online quantitative survey research across 1000 respondents in the UK that involved –
Our team of consumer research experts approached this study with a gamut of quantitative research tools and brand benchmarking methodologies. We undertook an online quantitative survey research across 1000 respondents in the UK.
The survey involved four main research aspects:
1. Type of home fitness equipment owned
The respondents answered based the type of home fitness equipment they owned and their number
2. Key benefits with reasons for using fitness equipment
The respondents answered by selecting the main reasons behind their choice of home fitness equipment they owned and used
3. Brand health
The respondents answered based on the brands they recalled when it came to premium home fitness equipment choices
4. Factors considered while making a purchase
The respondents rated each of the attributes on a 5-point rating scale with 5 being ‘Extremely Important and 1 being ‘Not at all important’
The study helped identify:
A comprehensive report detailing the results of the survey and key insights derived from the data was provided by Netscribes. This equipped our client to –
Our findings helped the client assess awareness and usage patterns of its product line and drive marketing activities based on sound brand research. This in turn helped them expand their customer base and enable data-driven decision-making.
