Understanding how users choose between industrial equipment brands
Every brand in a portfolio needs a clear reason to be chosen. An industrial technology company wanted to know how users choose between its equipment brands, so we heard from its sales team, users in four regions and engineers.
- Client
- Industrial technology company
- Industry
- Industrial equipment
- Markets
- North America, Europe, Middle East, Asia-Pacific
- Kind of work
- Business and expert research
- Our role
- Brand research with the sales team, users in four regions and engineers
The question
The division sold to process industries around the world, under several brands, each with its own history.
It wanted to know what users need, what shapes their choice of brand, and how each of its brands stands against those needs. The answer would matter for every brand in the portfolio.
Our approach
We started inside the business, so the sales team’s view was part of the evidence from the start.
A global survey of users in four regions mapped what they need and profiled each brand against those needs. It separated the basics every brand must deliver from the differentiators that decide a choice.
In-depth interviews with engineers, at end users and at equipment makers, added the technical view behind the choice. We then read every source together, brand by brand.
What the team came away with
We brought it together in a view of the brand portfolio for division leadership, built from users’ and engineers’ own accounts.
Every brand was seen against the same needs, through the eyes of the sales team, the users who choose and the engineers who work with the equipment.
Who we heard from
The company’s sales team, equipment users in four regions, and engineers at end users and equipment makers
Related work
View business and expert research case studies- What we do
- Strategic research
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