They wanted to:
- Test and track awareness and consideration among customers and prospects
- Explore and understand perceptions of Woop and its competitive position
- Identify drivers and barriers to choosing the brand
- Benchmark the impact of marcomm activities on the product trial funnel (awareness consideration – trial).
With the category and research objectives in mind, we matched Woop! to one of our NZ research specialists who understood the subscription business model and the service economy. He delivered the following:
- Two online surveys with Woop customers and non-customers
- Benchmarked key brand health metrics including awareness,
engagement and brand uplift that will set Woop! up for
success in 2021.
- Ran a customised strategic workshop to embed the insights
and integrate them into their marketing and product
development goals for 2021.