E&A Product Brand Equity Survey

Objective

The primary goal of the study was to measure brand equity and understand how business decision-makers evaluate product brands within these four product areas. The study aimed to:

• Gauge familiarity with key product brands across different industries and decision-making roles.
• Evaluate the likelihood of considering brands for future purchases.
• Identify areas for improvement in brand positioning, differentiation, and messaging relevance.

Approach

Our approach combined quantitative surveys with qualitative insights to gain a deep understanding of brand perceptions. The process was designed to be both comprehensive and efficient:

We ensured the survey was blind, with the sponsor remaining unknown to participants, which helped maintain unbiased feedback.

Methodology

We followed a structured methodology to ensure the research was thorough and actionable:

1. Immersion & Kickoff: We reviewed prior research and aligned on strategic goals with stakeholders to build on existing insights.
2. Market Landscape Audit: We assessed how competitors position themselves in the market, evaluating messaging, tone, and brand presence across websites, analyst reports, and media.
3. Executive IDIs (In-Depth Interviews): These conversations helped uncover key perceptions about brand differentiation, credibility, and alignment with organizational needs.
4. Enterprise Brand Equity Survey: Respondents evaluated product brands within four contexts, providing data on brand familiarity, usage, and purchase intent.
5. Advanced Analytics: We used perceptual mapping and competitive identity analysis to visualize the competitive landscape and identify brand strengths and opportunities.

Target Audience

The study focused on 300 business decision-makers from companies involved with the following product categories:

• Hazard communication and chemical data management
• Ingredient & materials database search & sourcing
• ESG management and reporting
• Regulatory compliance systems

Decision-makers from various industries such as basic and industrial chemicals, automotive, medical technology, energy, and food & beverage participated, with a strong focus on roles like compliance, sustainability, R&D, and product stewardship.

Impact

The results of the E&A Product Brand Equity Survey provided actionable insights that had a significant impact on our clients' branding and marketing strategies:

1. Brand Perception Insights: The survey revealed key areas where brands were perceived as strong, as well as where improvements were needed. This helped our clients refine their messaging and identify new opportunities for differentiation.
2. Competitive Positioning: Through perceptual mapping, we visualized how brands compared against competitors, offering our clients a clearer understanding of their relative market positions.
3. Targeted Strategy Recommendations: Our advanced analytics and thematic analysis highlighted which attributes were most important to decision-makers, helping our clients optimize their product offerings and go-to-market strategies.
4. Enhanced Messaging: The qualitative insights from executive IDIs helped refine messaging to resonate more effectively with key decision-makers, ensuring that the brand narrative aligned with their strategic priorities.