B2B

Conducting Brand Awareness & Perceptions Study of an Art and Design Related Business Association in China & India 为一家艺术和设计相关商业协会调研其在中国和印度市场的品牌知名度和认知度

我们的客户是一家关于艺术、设计和时尚的荷兰商业协会,计划通过公关活动来提升其具有设计人才、创意和公司方面领先资源的国际形象。客户想要了解在每个国家不同领域的意见领袖关于他们的品牌意识和认知,并且确定在每个专业圈内的意识、认知和看法。

Background

The client, a Dutch business association on art, design and fashion, is planning a PR campaign to raise its international profile as a leading source of design talent, ideas and companies. The client wants to understand their brand awareness and perception among each country’s KOLs in various areas and determine awareness, perception and opinions in each cycle


Solutions

•    Phase 1 - Qualitative

     --- Determine the areas that are most important to the client

     --- Identify KOLs from different disciplines

     --- Conduct one initial interview to test survey design and modify to produce the final version

     --- Prepare top-line internal summary/report in order to aid the development of the quantitative survey

     --- Collate all information and read it carefully to get the general idea of initial report

•    Phase 2 - Quantitative

     --- Determine the target group of interviewees; identify additional KOLs, if needed

     --- Prepare survey instrument to be administered over the phone and include both closed and open-ended questions

     --- Manage interview process to get most relevant information in the shortest time 

•    Recommendations to Client: through our investigation, we provided strategy recommendations in terms of design, fashion, and architecture areas 


Methodology

•    SmithStreet conducted ~60 in-depth investigative interviews in China and India:

     --- Business Executives & Design Professionals

     --- Academia

     --- Public Decision Makers

     --- Media & Press


Selected Findings



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