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Below is one of many market research case studies we've worked on.
Market Research Case Study

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RESEARCH
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Market Research Analysis & Reporting, International Research, Market Research Design & Strategy, Project Management, Respondent Recruitment, Survey Creation, Survey Design, Survey Hosting, Survey Management, Survey Reporting
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A regional business growth organisation commissioned a B2B market research study to assess awareness, perceptions, and the effectiveness of its business support campaigns across the wider business community. The objective was to understand how well the organisation is recognised by businesses, how its campaigns perform across different channels, and how its role in supporting growth, innovation, funding access, and expansion is perceived in practice.
The organisation had invested significantly in marketing activity across radio, digital, outdoor, and social channels, but needed clearer evidence of which activity was genuinely driving recognition and where awareness remained limited. Stakeholders also wanted stronger insight into how businesses viewed the support available and whether messaging was aligning with real business priorities and challenges.
A quantitative approach was used, with an online survey conducted among 200 businesses across the region. Respondents were asked about their awareness of the organisation and then shown a range of campaign materials to assess recognition, alongside follow-up questions exploring perceptions, business priorities, and future growth constraints.
This brand awareness research generated a structured dataset, enabling clear measurement of both awareness and perceptions. All responses were verified using IP validation and manual checks, ensuring high data quality and reliability.
Business Support Services
Brand Awareness Research for Business Support Services
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PROJECT DEEP-DIVE
This brand awareness research study focused on understanding both unprompted and prompted awareness, helping to build a more complete and reliable picture of how visible the organisation is within the regional business community.
Rather than relying solely on self-reported awareness, the study was designed to test recognition in a more practical way. Businesses were first asked about their awareness before being exposed to a range of campaign materials and asked whether they recognised them. This helped separate assumed awareness from genuine recall.
By combining these approaches, the research identified not just whether awareness exists, but how it is formed. In particular, it highlighted the role of different marketing channels in driving recognition and the extent to which campaign exposure contributes to overall awareness.
This provided a more robust view of brand awareness, grounded in both recall and recognition, and offered clearer insight into what is genuinely reaching businesses versus what may simply feel familiar.
1. Measuring Brand Awareness
Participants were exposed to a range of marketing assets, including radio adverts, social media campaigns, video content, digital display advertising, and outdoor media such as billboards, to assess marketing campaign effectiveness across different channels.
Rather than treating all channels equally, this approach made it possible to understand how each format contributes to recognition, recall, and visibility. By analysing responses across channels, the research identified which types of activity were genuinely cutting through and which channels may have been underperforming.
This provided a more nuanced view of marketing campaign effectiveness, showing not just where businesses were seeing activity, but how well it was being retained. It also helped inform future channel investment decisions by identifying where awareness was being built most effectively over time.
2. Evaluating Marketing Campaign Effectiveness
The study explored key business priorities, including turnover growth, productivity improvement, skills investment, and business expansion, alongside the main barriers to achieving these goals over the next 2–3 years.
This helped establish a clearer view of what businesses were actively working towards, as well as the operational and commercial challenges shaping their decision-making.
Rather than looking at support services in isolation, this context made it possible to assess how well they aligned with real business needs. By understanding both ambition and constraint, the research findings could be interpreted more meaningfully within a broader B2B market research context.
This added an important layer to the findings, ensuring that perceptions of support were grounded in the realities businesses were facing rather than viewed independently.
3. Understanding Business Priorities and Constraints
Respondents evaluated how effective the organisation is in supporting businesses across key areas, including innovation, access to funding, exports, workforce development, and commercial growth.
This moved beyond simple awareness, focusing instead on how the organisation’s role is experienced and judged in practice.
By capturing these views, the research provided a clearer picture of how the organisation is positioned in the minds of businesses. It highlighted not only areas where support was seen as valuable, but also where expectations were not always being fully met.
This added an important layer to the findings, linking brand awareness with perceived impact and helping to identify where support was making a measurable difference versus where there may be opportunities to strengthen visibility and trust.
4. Perceptions of Effectiveness
The research also captured awareness of other support providers, local programmes, and online resources within the wider business support ecosystem.
This helped place the organisation within the broader landscape in which businesses seek advice, funding, and strategic support.
Rather than viewing awareness in isolation, this approach made it possible to understand how businesses navigate the range of support available to them and which sources they recognise and rely on most frequently.
This provided a more complete picture of the market, complementing the marketing campaign effectiveness findings and highlighting where the organisation sits in relation to alternative support routes.
5. Awareness of the Wider Landscape
All responses were subject to IP validation and manual checks of open-text answers to ensure authenticity, consistency, and reliability across the final dataset.
This ensured that the data reflected genuine business input rather than low-quality, duplicate, or invalid responses.
Taking this approach strengthened the overall credibility of the findings, providing confidence that the dataset could be used to support both strategic planning and internal stakeholder reporting.
As a result, the insights generated from this brand awareness research and marketing campaign effectiveness study provided a strong foundation for future B2B market research, campaign optimisation, and long-term decision-making.
6. Data Quality and Validation
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Heathrow Express
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NHS
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Luke
Sky
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Nottingham University
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Solicitors Regulation Authority
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Febreze
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Confidential Client
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