IT image & awareness programme

Objectives

• Measure brand image and awareness across international IT markets
• Benchmark voice of customer performance against competitor perceptions
• Maintain a consistent comparative balance with the sister VOC study
• Achieve monthly sample targets by country to support ongoing tracking

Methodology

This was a multi-market tracking programme using a mixed-method approach supported by phone-to-web recruitment. Fieldwork was managed on a monthly basis, with set targets by country and a structured respondent mix aligned to the wider VOC programme. To preserve diversity and comparability, each respondent was limited to one completed interview.

The study covered 28 international markets and used sample drawn from defined SIC codes and industry verticals. This ensured the programme focused on commercially relevant respondents within tightly defined target universes, while maintaining the required balance between customer and competitor audiences.

Challenge

The programme required steady monthly delivery across multiple countries while working within narrow and tightly defined target universes. Maintaining sample balance between customer and competitor audiences also added complexity, especially where response rates needed support to keep pace with monthly targets.

How RONIN approached it

RONIN used an ongoing phone-to-web top-up model to boost available cases and convert non-responders more effectively. This flexible mixed-method approach helped maintain momentum across markets and supported the required respondent mix, while careful sample design ensured alignment with the client’s sector and industry targeting requirements.

Results

The programme gave the client a consistent view of brand image, awareness, and competitive positioning across international IT markets. By combining structured monthly fieldwork with a balanced customer and competitor sample, RONIN delivered a reliable benchmarking framework to track marketplace change over time.