The overall aim of the programme is to track key brand metrics and client perceptions across four target client groups in the UK: Institutional Investors, Private Equity Firms, FTSE350 corporates and private companies.
KPIs included brand health, brand perceptions & competitive positioning – covering our client vs competitors which differ by client group.
They needed a robust, repeatable programme which could be used on an annual basis, allowing flexibility to include ad-hoc new elements such as ad testing.
This is a hard-to-find audience where it is important that we speak to the financial decision-makers.
A quantitative survey was needed so we used a ‘recruit to web’ method – recruiting companies by phone using ‘screening questions’ to ensure we were speaking to the correct respondent and then asking them to complete the survey online (essential as a number of questions had brand logos and list of aspects to rank).
We completed the survey of 330 businesses – 30 Institutional Investors, 50 Private Equity Firms, 50 FTSE350 corporates and 200 large private companies.
Savanta have now delivered 3 waves of annual research – providing 4 specific audience reports as well as one overall summary report and debrief.
Our client uses the findings to steer the company’s marketing and business development and it is used in the global internal scorecard.