Tracking brand health in a crowded appliance category

What is shaping electronics

Consumer electronics and appliance buyers research online, compare prices across channels and judge brands on after-sales service as much as on features.

• Purchase journeys blend online research and in-store demos
• E-commerce and modern retail compete on price and delivery
• After-sales service drives repeat purchase

A kitchen appliances brand, working in Pan-India. Client identity is withheld to protect confidentiality.

Organisation

A kitchen appliances brand

Sector

Electronics

Team engaged

Market Research

Services

Quantitative research, Consumer panel, Data analytics & dashboards

The brand competed with many local and international rivals and needed to understand awareness, consideration and perception over time, and the effect of its campaigns.

• Deliver on the brief: tracking brand health in a crowded appliance category.
• Understand the views, needs and behaviour of category shoppers.
• Produce results that can be compared across groups and locations.
• Set up a repeatable measure the client can track over time.

The work focused on 2,000 category shoppers.

• category shoppers2,000

Audiences we typically reach in electronics

Appliance and device buyersOwners and usersRetailers and sales staffE-commerce shoppersService technicians

Coverage: Pan-India. Market: India.

• India

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Quarterly brand tracker
3. 3Insight

We ran a quarterly tracker with consistent questions, sample definitions and quotas, including brand funnel measures and image attributes, with a dashboard by region. Questions were reviewed with the marketing team before the first wave and then kept fixed, so changes between quarters reflected the market rather than the method.

Quantitative researchConsumer panelData analytics & dashboards

category shoppers

2,000

• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.

• The online survey was mobile-friendly and offered in respondents' languages.

• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Interactive dashboard for ongoing tracking

• The tracker showed strong awareness but weaker consideration due to perceived durability concerns.
• Regional teams also used the dashboard to compare their markets and plan local activities, rather than relying only on national campaigns.

Tracking the full funnel showed exactly where the brand was losing people.

• Build on the core insight: tracking the full funnel showed exactly where the brand was losing people.
• Focus effort where the evidence was strongest: the tracker showed strong awareness but weaker consideration due to perceived durability concerns.

• Campaigns highlighting warranties and durability improved consideration in later waves.

• Insight report and management presentation
• Cleaned data file and data tables
• Interactive dashboard

• Continue the routine and review results every period.
• A natural follow-on question: how do buyers build their shortlist?