MKOR’s research professionals enthusiastically received a proposal to resume collaboration with a digital marketing agency. The project was related to a rebranding for a medical optics retailer from Timișoara. Thus, their repositioning market strategy was based on valuable information directly from the users of glasses and complementary products.
In order to have a complete picture of the target market, the research conducted by MKOR involved a mix between a usage and attitudes (U&A) study and a Brand Tracker.
Users Habits and Attitudes regarding medical optics products in Timișoara
The study aimed to explore the main purchasing behaviors of medical optics products in general, but also specifically by product categories.
Data was collected directly from the source (users from Timișoara and the metropolitan area) and allowed us to outline personas according to specific indicators, such as frequency of purchase, purchasing environment, intensity and reasons for using medical optics items.
This information underpinned a better understanding of users, as well as the identification of new potential segments that could be addressed in the rebranding process.
Benchmarking top retailers of medical optics items in Timișoara
The second direction of the research consisted in identifying the main retailers of medical optics in the targeted area (including the beneficiary of the study) and their detailed analysis.
We considered their position in the market, following indicators such as NPS, notoriety and average expenditure. In addition, we explored the demographic and behavioral profile of the customers of each top retailer.
The study also included the new concept testing to assess the associations that the proposed name for rebranding generates among potential customers.
Optics Market Research Objectives
We started this study from a series of research objectives to support the rebranding process of the final beneficiary:
- Exploring the behavior of purchasing and using medical optics products
- Performing a benchmark analysis of the main market competitors
- Defining the user profile of medical optics products
- Testing the proposed concept for rebranding
About the Research
Conducting U&A studies involves collecting data directly from the source, and one of our favorite tools for such primary research is the online opinion poll (CAWI), conducted using our own Consumer Panel.
- Target: medical optics market in Timișoara
- Research type: quantitative research
- Research tools: online opinion poll (CAWI)
- Sample: N = 410 respondents, representative for Timișoara and the metropolitan area of the city, by criteria of gender, age and environment of residence
- Reporting: Interactive online dashboard
Contact us for your project
Usage and attitude (U&A) studies are challenges in which we put all our enthusiasm, know-how and responsibility because we understand how important it is for a business to have a thorough understanding of consumer habits.
Such studies (U&A) facilitate the exploration of purchasing and consumption behaviors, both general and specific, and at the same time, help shape the profile of the demographic and consumer behavior. As a complement to these studies (U&A), brand tracker studies help you visualize the positioning of the competition from a consumer perspective, both in terms of notoriety and in terms of the use of competitors’ products / services.
Contact MKOR’s team of consultants, we assure you that:
- We will choose the right methodology to achieve your goals,
- We will run the project at a high quality level,
- The results you will receive in the end will exceed your expectations.
We’re a contact form away. 🙂
MKOR’s studies in the context of market uncertainty
The past years experiences have made us feel that uncertainty is the only constant, and real-time access to market changes can make all the difference.
That is why, at MKOR, we respond to the need for data anchored in the current reality through the first live market report in Romania – Consumer Trends.Live. This complete market intelligence tool is the only resource that constantly provides data on the analyzed markets and consumer behavior, no matter what happens.
Gain the competitive advantage with market data, which you can find even as they happen, with a single click in our interactive dashboards!
