Big in Eastern Asia
B2B research in the cleaning industry
An international manufacturer of cleaning appliances wanted to gain a better understanding of one of its eastern Asian markets, where it already had a market presence. In addition, they wanted to investigate its future market potential. GIM’s B2B baseline study delivered vital information which directed the client’s strategic activities on site.
The challenge
The client had been established in the market for some time but wanted to investigate the potential for future growth - the client is particularly interested in developing vacuum cleaners, car wash facilities and water coolers. GIM was tasked with providing the client with a deeper understanding of the basic market processes, such as product usage and consumer behaviour of potential customers and the competition’s market activity.
The solution
Together with a trusted research partner based on-site, GIM carried out a broadly conceived, representative baseline study in the country’s two largest cities.
In total, personal “in-office” interviews were carried out with decision makers from 300 different companies in a variety of fields. The sample was composed of professional clients, ranging from trade and haulage companies to building cleaning companies, hospitals and food manufacturers.
The survey was based on the specific needs of the client in regard to the various appliances, their user behavior, as well as thorough research into the purchasing process. The investigation phase took over three weeks and GIM was on-site to supervise a large proportion of these interviews.
The success
The client was presented with basic commercially relevant information on future marketing potential. In addition, he received reliable information on how to conduct future strategic activities in the market.