The following blog post is a case summary for a recently completed project with Research & Marketing Strategies (RMS) in Syracuse, NY. RMS is a brand and branding research firm. We use data and insights to steer your brand and campaign in the right direction.

Background: Recently, a regional design and build firm partnered with Research & Marketing Strategies Inc. (RMS) to better understand brand features and benefits of its organization. This branding research involved interviewing current and past clients, as well as understanding needs and wants from non-clients. The market research served as an overall re-branding and strategic planning input project for the firm.

Approach: Component 1 was exploratory research using in-depth interviews (IDIs) with key clients; Component 2 was online survey research with all current and past clients; and Component 3 was telephone survey research with non-clients.

• First using exploratory research in Component 1, RMS conducted 12 IDIs with current and past clients of the firm who had varied experiences with the organization. Interviewee lists in tiered priorities were provided to RMS by the firm.
• For Component 2, a multi-mode online and telephone survey was used to complete a total of 39 surveys with current and past clients of the firm representing a 39% response rate. A list of a total of approximately 100 potential respondents was sent to RMS for the online study. An initial email was sent from the firm to potential respondents to make them aware of the importance of the survey before invites were sent by RMS. Those who participated in the Component 1 in-depth interviews (IDIs) were removed from this component. RMS incurred a total of five attempts to reach respondents. The survey lasted approximately 5 to 7 minutes for respondents.
• For Component 3, a similar survey script was used for a 5 to 7 minute telephone survey targeting non-clients in the market area as determined by the firm. RMS purchased random business sample of organizations with at least 6 employees or more. Respondents were offered a $25 honorarium as a thank you for participating in this research. RMS collected a total of 75 non-client survey completes from this third and final component

Findings: Here are a few key takeaways from the branding research:

• Opinions about using one firm for all aspects of a building project versus multiple firms were mixed. The appeal of the firm’s current integrated approach varied, largely depending on the nature of the client and of the project itself. A number of interviewees said there were inherent advantages and disadvantages to using one firm for all aspects of a project. During the survey portion, 89% stated they would prefer to use one firm for a building project because of cost savings and the opportunity for more supervision and control of the process.

• Top-of-mind awareness of the design and build firm was low. Online search proved to be a significant source of information and awareness for prospective clients. Word-of-mouth and personal referrals are the preferred ways of learning about building firms. Much of the firm’s current identity was strongly tied to being a firm with multiple capabilities/divisions. Satisfaction levels with each of the firm’s divisions was generally high.

• Broadly speaking, most were looking for a combination of proven expertise in the field and a firm that they could build a strong relationship with based on communication, personal rapport with key contacts, and trustworthiness. When prompted clients stated they were looking for firms that had high accessibility for communication and also affordability of services.

If you are interested in using branding research to help guide your brand or new campaign please contact Sandy Baker, our Business Development Director at RMS via SandyB@RMSresults.com or by dialing 1-866-567-5422.