The Challenge:
Our client was manoeuvring through the intricate dynamics of autonomous home construction stages. They aimed to pinpoint pivotal milestones and moments of truth that could be converted into opportunities for building robust customer relationships.
Brandscapes Insights:
We delved into the qualitative insights that could propel effective solutions:
- We recognized potent emotional and social needs as primary motivators for constructing an independent house, surpassing functional needs.
- We delineated nine universal milestones in the process of building a home, applicable across diverse socio-economic profiles and life-stages of independent home builders.
- We discerned specific stages inherent to each milestone, again common to all independent home builders irrespective of socio-economic profile, life stage, or geographical location.
- We uncovered prevalent challenges, concerns, frustrations, and need gaps throughout the construction process.
Marketing Actions:
The identified milestones provided our client a roadmap to reassess their brand offerings, service solutions, and communication strategy. Being part of a multi-brand portfolio company, they also needed to ensure their strategies didn’t overlap with other brands under the same umbrella.
The Outcome:
In response to our research, the client formulated a range of solutions corresponding to the identified milestones. They are now preparing for both Above-The-Line (ATL) and Below-The-Line (BTL) launches, illustrating the successful execution of our insights. This case study showcases our commitment to using data-driven strategies to deliver tangible business outcomes. Our comprehensive analysis and strategic approach empowered our client to make informed decisions that significantly improved their product development and enhanced market competitiveness.
