JTL Group were looking to run an annual brand tracker to understand the impact of their marketing activity on potential customers in the building services and engineering sector. The key aims of the research were to:
- Produce a methodology and research design that could be repeated year on year.
- Benchmark and compare awareness and satisfaction.
Shift was chosen for the research due to experience with similar projects and knowledge of the training services.
Shift developed a short trackable survey in 2017, which was later refined to ensure maximum participation. The survey was disseminated anonymously through a consumer panel to avoid potential respondent bias. Since 2018, the response rate to the survey has been relatively consistent, meaning results can be easily compared.
Analysis of the data determined key and secondary priority areas of satisfaction. A Net Promoter Score (NPS) question was used to benchmark likelihood to recommend, which varied annually. By using significance testing, Shift were able to display how meaningful the changes in scores were over time. This level of analysis provided the JTL Group with the tools to help them make informed decisions on marketing in the coming year.