Market in View performed a branding qualitative study with customers of a specific ethnicity in two urban markets. By conducting focus groups in one inner city market where the brand is well perceived, and comparing their experiences to that of a second, underperforming, inner city market, insights were gained on brand perceptions, key motivators for purchase, and the needs of this customer base. Recommendations were provided on how to improve the brand image and message, with the goal of increasing the customer base in the underperforming market.

service: Qualitative
completion date: September 2015

the approach: Market in View facilitated focus groups with customers who use or are interested in a specific product currently in the market. By analyzing brand perceptions between markets, key motivators to use the product and the perceptions of competitor brands, insights were gained on current purchase barriers. Participants completed a ‘wish list’, revealing unmet needs for this unique inner city market segment.
the results: Market in View’s research and analysis revealed hindrances preventing customers in the second, underperforming market, from choosing this brand. Recommendations provided specifics for revising the current brand message and marketing strategy to increase customers within urban markets.