Market in View has conducted multiple waves of brand tracking for an industry leading Quick Serve Treat restaurant. Through this research, awareness, brand perceptions, competitor analysis and purchase drivers were studied across geographies and used to guide company marketing efforts as well as expansion efforts.
|completion date:||December 2011|
|the approach:||By utilizing a total market technique coupled with a large interview base, key metrics from Brand Awareness through most recent purchase experience were all addressed in the online survey. Interviews were conducted in targeted zip codes based on current and future store locations to provide a realistic addressable market. Also, key competitors (both like kind products as well as alternative Quick Serve Treat restaurants) were studied to understand purchase decision process and share of mind.|
|the results:||Robust and detailed reporting provided insights that have been utilized across the business from strategic brand planning at the Board level, to advertising plans, market and site selection, in-store POS materials and sales. Wave over wave analyses have yielded insights to changes in legacy markets previously unidentified, as well as quantitative growth measures in emerging markets.|