Case Study: RoDO
RoDO, a leading manufacturer of equipment, supplies and sundries for the professional decorator wanted to understand their customers’ attitudes to different brands, equipment design, product usage and the influence of price on their choice of equipment.
Because of the specialised nature of the market we first identified and built a database of professional decorators and tradesmen from specialist directory listings and trade associations. From this we were able to mail out a 2,000 strong postal survey, using a prize draw as an incentive to participation.
From the research results RoDO were able to identify design, packaging and branding issues that influence purchase decisions, gain an understanding of the positioning of their brands against those of competitors, and establish a trade research panel for future projects.
Warwick Equest were very responsive to our initial brief, ensuring they fully understood what we were trying to achieve before quoting. Not only was their quote very competitive, we were very pleasantly surprised to see just how much our research budget could achieve and how pro-active Warwick Equest were. The project was executed to agreed schedule and we were delighted with the quality of results we obtained, which provided valuable insight and steer to a number of areas of our product development programme.
Gary Bent. Marketing Controller, RoDO Group
- Methodology: Postal Survey
- Date: January 2007