Project: Customer Insights
BlueFrog Marketing undertook a significant insight study for BlueScope Steel in 2009.
The Steel Industry was experiencing significant competition from importers, putting downward pressure on prices, yet Australian Steel prices had experienced a series of price rises during the same year. BlueScope wanted to assess the importance of price in making purchasing decisions. Furthermore, the project was to determine key decision metrics and measure the performance of each distribution brand on these metrics.
The research study involved 150+ one on one interviews, and 19 focus groups from metro and regional customers of varying size and industry across Australia to uncover and explore key issues.
The results were analysed, and insights drawn from the data. These insights were then tested with over 2,000 customers to provide statistically relevant measurements for each brand.
A key outcome from the research was the implementation of a customer alignment program across the entire business. Furthermore, the value propositions that evolved from this research provided significant growth in the number of new client leads.