A Client Story: Leveraging Custom Market Research to Reach Business Goals
The latest Custom Market Research Case Study told how the Printing Industries of America Economic and Market Research team developed, analyzed, troubleshot, and delivered solutions for Magner Sanborn, a full service advertising and brand design agency. Fully aware of the value of big data insights, Magner Sanborn “wanted to leverage their client’s brand, but first they needed to know where they stood in the market,” according to Ed Gleeson, director, Economic and Market Research.
Jill Hulswit can tell you how she and her associates did just that. As account supervisor at Magner Sanborn since 2008, she is responsible for maintaining client relationships and managing projects internally for her company. The goal was to determine the current market awareness of their client’s digital printing technology in the commercial printing industry. Unfamiliar with the industry, they partnered with the Printing Industries of America’s Economic and Market Research team, tapping into their industry expertise to craft a survey relevant to the target market.
What market information did they uncover? How can companies use custom market research from Printing Industries of America to reach their goals? We asked Ms. Hulswit to share her experience.
Q: What was the challenge your company was facing, and what prompted you to contact the Printing Industries of America Economic and Market Research department for a solution?
Jill Hulswit: We needed to gauge levels of awareness and interest about a client brand in order to provide guidance for their 2014 marketing activities and a benchmark to measure against in the future. The client’s market is a very niche, hard-to-reach audience: industrial-commercial press manufacturers. We were on a tight timeline and could not identify or purchase reliable lists of OEM contacts. So we contracted Printing Industries of America to help us with development of a respondent list—plus, we leveraged their services and expertise to code and send the survey, manage response, and deliver crosstabs for our final analysis.
