An engineering and construction company focused on life sciences and healthcare approached us with the following research objectives:
- Understanding and analyzing customer opinions on the market.
- Map the customer journey and decision-making process when selecting suppliers.
- Define the competitive landscape and perception of market players.
- Investigate the company's image, its attributes and values.
Given this research profile, we undertook qualitative research with in-depth interviews in the United States, Spain, Mexico, Germany, France, Ireland and India to obtain the most complete general context possible about the company.
Market Overview Research Results:
- Considering this was during the Covid-19 pandemic, many companies were directly or indirectly involved in vaccine production.
- The basic supply of raw materials was affected.
- Workplace routines were affected as a direct consequence of the new restrictions and working from home.
- The main criterion for segmenting the market is product specialization.
- Geographic location and “company reach” (size and ability to offer comprehensive solutions) are also mentioned as secondary criteria for market segmentation.
Brand Image Research Results:
- Communication: Positive attitude and approach.
- Unknown portfolio: The image of the products and services is not clear.
- Perceived as lacking the resources to provide a first-class response.
Given the findings explained above, the company gained a clear perspective on its weaknesses in customer landscape, image, and journey considering relevant stakeholders and companies in its sector.
