Delivering Fresh Insight for a Leading Manufacturer
Leading Edge were commissioned by a major manufacturer of bathroom products to explore how their brand is perceived within the UK specification market. This wave of research builds on previous projects and was designed to provide a detailed understanding of where the brand sits relative to competitors, how it is performing across key service attributes, and what matters most to decision-makers in different customer segments.
Research Objectives: Capturing Brand Strengths and Market Drivers
The research set out to:
- Understand current brand awareness, perception and usage
- Explore brand consideration and how it varies by audience
- Assess performance on core brand attributes, including design, quality and sustainability
- Identify the key criteria driving brand and product selection across segments
A Robust, Segment-Specific Approach
Leading Edge carried out detailed telephone interviews with a cross-section of B2B customers — including national housebuilders, contractors and professionals working in social housing and local authority settings. The questionnaire covered both general market dynamics and brand-specific performance, allowing us to compare how the client and its competitors are positioned across a range of attributes.
As well as structured scoring, open-ended questions captured the real voice of the customer — bringing clarity to the data and depth to the analysis. Segment-level results gave the client a clear view of the different needs and perceptions within their broad customer base.
From Perception to Performance: Insights Delivered
The final deliverables included:
- A full analysis of brand awareness, perception and usage
- Brand performance benchmarks across multiple attributes
- Segment-specific insights into specification priorities and decision-making criteria
- A clear view of how sustainability is influencing consideration and perception
- Feedback on industry trends, procurement approaches and selection guidelines — particularly in the social housing sector
These insights are now helping the client to fine-tune its brand messaging, strengthen its position in key channels, and focus future marketing around the features and values that matter most to customers.
Ready to Explore How Your Brand Is Perceived?
If you want a clearer view of how your brand is performing in the eyes of key decision-makers — and how to strengthen your position in a competitive market — Leading Edge can help.
Get in touch to discuss your next B2B brand perception or specification research project.
