Illuminating the market to inform Group strategy

image





Why the client needed the research

The Creditsafe Group is a privately owned group of companies supplying up to the minute business information via two brands - Creditsafe and Marketsafe. The client is in the process of reviewing its strategy at Group level and needed guidance on its brands positions in the marketplace.

Specifically the Creditsafe Group needed us to help them set a benchmark of base-level awareness of, and target market attitudes towards, the two brands versus their competitive set.

image
Our approach

We conducted telephone interviews (CATI) with business decision makers (across finance, sales and marketing) within the UK.  We disproportionately spread the sample to ensure we could deliver statistically significant results, via sufficiently robust volumes of interviews at individual company and respondent-seniority level.

The outcome

Amongst other recommendations, we were able to demonstrate to the client that reliability of business data is the most critical factor in purchasers’ minds – but also viewed as a hygiene factor. This finding allowed the client to focus its positioning on other desired benefits.


What the client said
“We used Beaufort to conduct B2B research among key finance and sales and marketing decision makers across a robust cross-section of British business. The professional manner in which the research was developed and conducted along with the insightful nature of their subsequent analysis has enabled us to focus our marketing positioning and activity as we rapidly expand in the UK and the rest of Europe”.(David Knowles, Marketing Director at Creditsafe Group)