Case Study
MSC's Rebranding Market Research Study
Research Background
Research Methodology
The study targeted both individual and enterprise customers, utilizing a multi-method research design:
- Focus Group Discussions (FGDs): 38 groups
- In-Depth Interviews (IDIs): 20 individuals
- Face-to-Face Surveys (F2F): 2,000 individuals and 400 enterprises
The research was conducted across 10 key regions in Ghana:
- Greater Accra
- Ashanti
- Western
- Northern
- Central
- Eastern
- Volta
- Brong Ahafo
- Upper West
- Upper East
Key Findings & Impact
The research provided the client with valuable consumer insights, which played a critical role in shaping its rebranding strategy. The findings helped the client:
Understand market needs and expectations, aligning brand identity with customer preferences.
To become the leading research agency in Africa by becoming a pan-African research agency with global influence.
The study also highlighted emotional connections with the brand, considering factors such as education, career aspirations, and urban vs. rural perspectives. This enabled the client to develop a rebranding strategy that resonated with diverse customer segments, ensuring long-term brand loyalty and market success.
Research Background
MSC was commissioned to conduct a comprehensive rebranding study for a client undergoing a transformative transition. The objective was to gain deep insights into customer expectations, market needs, and brand perception to ensure a strategic and customer-centric rebranding approach.
Research Methodology
The study targeted both individual and enterprise customers, utilizing a multi-method research design:
- Focus Group Discussions (FGDs): 38 groups
- In-Depth Interviews (IDIs): 20 individuals
- Face-to-Face Surveys (F2F): 2,000 individuals and 400 enterprises
The research was conducted across 10 key regions in Ghana:
- Greater Accra
- Ashanti
- Western
- Northern
- Central
- Eastern
- Volta
- Brong Ahafo
- Upper West
- Upper East
Key Findings & Impact
The research provided the client with valuable consumer insights, which played a critical role in shaping its rebranding strategy. The findings helped the client:
And the day came when the risk to remain tight in a bud was more painful than the risk it took to blossom.
- Understand market needs and expectations, aligning brand identity with customer preferences.
- Customize products and services to better serve both individual and enterprise customers.
- Optimize brand positioning, ensuring strong market differentiation.
- Define brand identity and personality, emphasizing attributes such as fun, daring, dynamic, caring, and innovative.
- Address cultural, professional, and regional diversity, ensuring inclusivity in branding.
Performance marketing may involve using various types of digital marketing and advertising channels, including the following. Display ads include banner ads and other types of visual advertisements that display on websites your audience visits. These ads typically include a visual element with copy and link to a landing page where users may convert into leads or customers. Using online advertising platforms such as Google Ads, you can target your ads to users whose interests, demographics, or online activity matches those of your target audience. Under the marketing model, you would only pay when someone clicks on your ad, converts on your landing page.