The Problem
A B2B SaaS company was preparing to launch its first major marketing campaign to increase awareness of its public safety data and intelligence platform.
Before going to market, the team needed a clear baseline understanding of how their brand was perceived relative to competitors to measure the true impact of their marketing investments—both for this initial campaign and future efforts.
The Approach
We developed and fielded a survey-based study to establish baseline brand metrics and create a replicable tracking framework:
– Recruited two distinct professional audiences—B2B Safety & Security Professionals and Public Safety Professionals.
– Measured unaided and aided brand awareness, then probed respondents on sentiment, consideration, and brand perception for recognized brands.
– Designed for longitudinal tracking with standardized questions and structured sampling to enable future wave comparisons.
The Results
Built Awareness Benchmarks
Established clear unaided and aided awareness benchmarks by audience segment, confirming the need for sustained focus on public safety decision-makers to improve brand awareness.
Determined Competitor Positions
Benchmarked key competitors and revealed that internal concerns about their market penetration were overstated relative to actual perceptions in the market.
Pinpointed Brand Strategy Opportunities
Uncovered specific operational challenges and priorities within respondent organizations, directly informing future messaging, positioning, and value proposition development.
Did You Know...
When running brand awareness studies, timing matters. You’ll want to consider seasonality, advertising drops, and other key moments throughout the year to effectively measure how these unique time periods impact changes in awareness.
