Business Challenge
A leading refurbished medical equipment provider wanted to assess the brand performance and effectiveness of its marketing promotions in America.
Situation
The client wanted to evaluate the brand perception, major customer purchase criteria, position of its products vis-à-vis top competitors, and the effectiveness of its marketing campaigns through customer surveys.
Approach
We conducted qualitative, questionnaire-based interviews with the purchase officials of hospitals, clinics, and diagnostic centers to collect and analyze information. We deployed local language experts to overcome language barriers during interviews.
Impact
The client streamlined its brand promotion strategies by obtaining insights on the reasons behind the purchase of specific brands, other purchase criteria, and the effectiveness of its marketing campaigns.
