Farnell and Savanta have a long relationship and have recently teamed up to conduct Brand Perception research among customers and employees.
With a unique brand architecture of five brands, Farnell was particularly interested in exploring how customers and non-customers perceive its brand values, image, and performance, and how these perceptions align with those of its employees both now and in the future.
We conducted two EXPLORER workshops with Farnell’s internal stakeholders to map out their perceptions and aspirations for the brand and hypotheses on what customers think and value about the brand.
Using the insights from these workshops, Savanta ran a survey which was sent out to markets in EMEA, APAC, and North America. The survey collected a range of information, such as brand familiarity, values, and performance about Farnell and its competitors.
This survey served as the baseline for our brand tracking programme, with the next wave planned for implementation later this year; allowing us to evaluate the brand’s progress and the impact of Farnell’s marketing and communication activities.
The research insights and recommendations have since been integrated into Farnell’s strategy for the year to improve Farnell’s brand positioning.
The main results have since been shared across a range of stakeholders and senior audiences, helping provide a better understanding of differences in perceptions, and improving Farnell employees’ confidence in their delivery proposition and customer service.