Positioning • Branding • Advertising

A major manufacturer of Medium Voltage Arc-resistant Switchgear designed for use in hospitals and office buildings needed to:

• Determine its target market’s reactions to proposed product redesigns.
• Qualify the market’s price expectations.

Saurage Research conducted in-depth telephone interviews, supported with materials posted on the internet, with key decision-makers for companies that use and purchase MV Switchgear. Respondents were asked to view the product specifications posted on a private website before participating in a brief interview about the value added benefits of the new product features.

Results

The research indicated that the target market is more cost-conscious than the manufacturer had suspected. However, it was determined that emotional appeals regarding the safety benefits of the new product features would be more influential in demonstrating the value of the new features.