Case Study

Industrial brand loyalty and awareness

Measuring Brand Awareness and Loyalty in Industrial Markets

A leading international polymer business partnered with RONIN to evaluate brand awareness, loyalty, associations, and perceived quality across industrial markets. The study was designed to understand how decision-makers across manufacturing, construction, distribution, and planning environments select, specify, and assess brands.

1,900 Interviews
25 Markets
17-minute Interviews

Objectives

Measure brand awareness across international industrial markets
Understand brand loyalty and consideration among key decision-makers
Explore brand associations and perceived quality
Build a clearer picture of brand equity across segments and stakeholder groups

Methodology

This was a quantitative brand equity study conducted across 25 markets using CATI and online interviews. Sample was sourced through Hoover’s database, supported by additional desk research for specific segments. Respondents were screened to ensure they were involved in purchasing, specification, evaluation, or procurement decisions.

Sample & Coverage

4

Stakeholder groups
4

Sectors covered
10

Depth interviews

Challenge

Reaching the right respondents required precise targeting across multiple industrial categories, stakeholder groups, and countries. The study needed input from genuine decision-makers involved in purchasing, technical specification, evaluation, and procurement, while maintaining consistency across markets and segments.

How RONIN approached it

RONIN combined CATI and online interviewing with database sourcing and additional desk research to identify the right companies and stakeholders. Screening was designed to confirm commercial relevance and decision-making responsibility, helping ensure that responses came from participants with direct influence over brand selection and purchase decisions. This wording is a synthesis of the sourcing and screening approach described on the page.

Results

The study provided the client with a structured view of brand equity across industrial markets, enabling comparisons of awareness, loyalty, associations, and perceived quality across segments and regions. It also created a more consistent basis for understanding how different stakeholder groups evaluate brands in complex B2B buying environments. This wording is an inference based on the study’s stated aims and design.

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