Case Study: Competitive Perceptions
How Do My Customers Perceive My Value Versus My Competitors?
In-depth interviews and phone surveys revealed pricing, brand perceptions, and customer reactions to price changes while confirming a strong price-to-value proposition.
The Challenge
A solid waste equipment manufacturer was facing long lead times of 12-18 months for new products, rising raw materials costs, and concerns about competitor pricing, market share, and brand perceptions. Internal disagreements existed over the feasibility of implementing price increases and surcharges, compounded by a limited understanding of the factors influencing customer purchase behaviors.
The Solution
INSIGHT designed a comprehensive market research approach to answer the business's critical questions. We first conducted over 20 in-depth interviews with end users and distributors to gather insights on pricing, brand perceptions, and customer reactions to price changes. This was followed by 100 phone surveys to analyze price positioning, key purchase drivers, and brand perceptions. We learned the manufacturer ranked highest on the average benefit scale compared to major competitors, with limited customer sensitivity to price changes.
