Bon Vivant, a company that already has been around for almost 30 years approached us to help identify their key customers in order to come up with a new strategic marketing plan. They were targeting everyone but nobody in specific. They didn’t know exactly who their target group was, which arguments would help them choose their brand and product and where their target group was located (big cities vs. small towns).
What did we do?
We set up an extensive market research for Bon Vivant, in order to answer their questions and provide sufficient input to build their strategy on. The research included:
- Formulate research questions
- Program questionnaire
- Select a panel
- Analyze results of over 800 respondents
- Provide a clear report with the results and next steps
“For Bon Vivant we did the biggest research regarding meat consumption in the Netherlands in the past 10 years. The results gave clear insights about their ideal target group and next steps in the marketing strategy”
After the completion of the research, Bon Vivant had a clear overview of who their possible customers could be. The reality turned out quite a bit different from what they (and we) expected. Knowing which people were interested in their products, what gender they were, their average income, where they lived and why they were willing to choose their products gave enough input to turn around their marketing efforts. It turned out to be the start of developing new materials to better target the right customer.