The Problem
A multinational building solutions company had grown through multiple acquisitions and sought to unify its diverse portfolio under a core brand.
Its customer base spanned multiple verticals, and leadership lacked insight into how segments perceived the parent company or whether they maintained associations with legacy brands. They also needed to identify which product and service opportunities had the strongest potential and gain a clearer understanding of the buying and delivery experience to assess customer satisfaction.
The goal was a single, evidence-based view of customers and opportunities to guide both brand unification and account-level growth strategies.
The Approach
We designed an interview-based study to explore the company’s learning objectives:
– Developed a discussion guide to capture customers’ overall experiences with products and services, interest in new offerings, and use of digital enablement tools.
– Partnered with the client to recruit participants across their customer base, ensuring representation from key verticals.
– Conducted 1:1 interviews across customer types, working around unique time zones to secure key participants.
– Analyzed responses holistically and by segment to identify trends across and within specific customer groups.
The Results
» Revealed strong associations with legacy brands, highlighting the need for brand-building marketing to unify under a single parent brand.
» Identified one product area desired across all verticals, representing a natural extension of existing offerings.
» Uncovered a product area of interest to a specific vertical, driven by limited supplier options at scale.
» Pinpointed key challenges in the buying and delivery process and surfaced desired features for digital tools to improve customer satisfaction.
Did you know
In highly specialized B2B audiences, smaller sample sizes can still deliver robust insights. When participants operate under similar conditions, patterns emerge quickly, making fewer interviews both efficient and reliable.
