{"id":4569,"date":"2023-09-21T16:36:54","date_gmt":"2023-09-21T16:36:54","guid":{"rendered":"https:\/\/hamilton.global\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/"},"modified":"2025-11-03T11:54:33","modified_gmt":"2025-11-03T11:54:33","slug":"investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/","title":{"rendered":"Qualitative Market Research \u2013 Analysis of Brand Image and Market Panorama"},"content":{"rendered":"

An engineering and construction company focused on life sciences and healthcare approached us with the following research objectives:<\/p>\n

    \n
  1. Understanding and analyzing customer opinions on the market.<\/li>\n
  2. Map the customer journey and decision-making process when selecting suppliers.<\/li>\n
  3. Define the competitive landscape and perception of market players.<\/li>\n
  4. Investigate the company's image, its attributes and values.<\/li>\n<\/ol>\n

    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.<\/p>\n

     <\/p>\n

    Market Overview Research Results:<\/h2>\n
      \n
    • Considering this was during the Covid-19 pandemic, many companies were directly or indirectly involved in vaccine production.<\/li>\n
    • The basic supply of raw materials was affected.<\/li>\n
    • Workplace routines were affected as a direct consequence of the new restrictions and working from home.<\/li>\n
    • The main criterion for segmenting the market is product specialization.<\/li>\n
    • Geographic location and \u201ccompany reach\u201d (size and ability to offer comprehensive solutions) are also mentioned as secondary criteria for market segmentation.<\/li>\n<\/ul>\n

       <\/p>\n

      Brand Image Research Results:<\/h2>\n
        \n
      • Communication: Positive attitude and approach.<\/li>\n
      • Unknown portfolio: The image of the products and services is not clear.<\/li>\n
      • Perceived as lacking the resources to provide a first-class response.<\/li>\n<\/ul>\n

        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.<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

        An engineering and construction company focused on life sciences and healthcare approached us with the following research objectives: Understand and analyze customer opinions about the market. Map the customer journey and decision-making process when selecting suppliers. Define the customer landscape [\u2026]<\/p>","protected":false},"author":4,"featured_media":4375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[198,1],"tags":[],"yoast_head":"\nCase Study - Panorama del Mercado e Imagen de Marca<\/title>\n<meta name=\"description\" content=\"Estudio de Caso sobre el Panorama del Mercado e Imagen de Marca con entrevistas en l\u00ednea en profundidad en 7 pa\u00edses de 3 continentes: Am\u00e9rica, Europa y Asia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/investigacion-de-mercado-cualitativa-analisis-de-la-imagen-de-marca-y-del-panorama-del-mercado-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study - 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