Brand recognition research Maxi Power

Client: Maxi Power

The manufacturer of cleaning products Maxi Power turned to MCG specialists with a request to study the level and nature of recognition of their brand among representatives of the target audience.

The target audience (ТA) was defined as women aged 25-44 living in the five largest cities of Ukraine: Kyiv, Kharkiv, Dnipro, Odesa and Lviv.

To solve this task, two methods were combined: an online questionnaire and an offline interview (a block of questions in a panel research). During the week of the field stage, a representative array of data was collected, which made it possible to provide a statistically accurate assessment of the research question.

Based on the collected data, the customer received:

  • Comprehensive assessment of brand recognition (by name, logo, style, etc.).
  • A generalized assessment of brand recognition among online and offline audiences.
  • Comparative assessment of customer brand recognition and competitor brands.
  • The results of the correlation analysis of the level of brand recognition and channels of obtaining information.
  • Description of socio-demographic features (place of residence, income level, type of activity, family status, etc.) of active buyers of the customer's brand and competitors' products.
  • Evaluation of the effectiveness of the advertising campaign.
  • Detailed reviews of TA representatives regarding advertising products.

Research results

These results formed the basis of reasoned recommendations for improving the brand promotion system. They allow the customer not only to have a complete picture of the current position of the brand on the market, but also to consistently influence its condition in the future: to distribute geography and vary advertising channels, to target different segments of the target audience, to adjust advertising messages, etc.