Manufacturing

Industrial Paper Mill on a RiverThe US manufacturing and industrial sectors are recovering from the recession, and many organizations over the past year have been experiencing steady growth. Some of The DRG’s first clients in the 1970’s were in the manufacturing industry, and we leverage our 40+ years of experience in this vertical to consult with you on how to use marketing research insights to further expand your business and differentiate yourself from competitors through:

  • Strong relationships – partnerships with dealers, distributors, retailers, and end users
  • Continuous innovation developing new products as well as improving internal processes to be more efficient and higher quality
  • Smart expansion strategies identifying opportunities in new markets and then developing tactical go-to-market plans for introducing products

Develop smarter growth strategies leveraging marketing research insights

The DRG’s experience working with manufacturing and industrial clients spans a wide range of product categories, from water heaters, generators, power tools, and paper and packaging products that consumers have in their homes to more complicated agricultural and hydraulics equipment used by farmers and manufacturers. We also have an understanding of the many different industry players, having completed interviews with consumers, contractors, farmers, dealers, distributors, mechanics, engineers, and plant managers.

A few examples of manufacturing research The DRG has completed include:

  • The DRG conducted a segmentation study on behalf of an agricultural equipment manufacturer to help our client understand the characteristics and behaviors of consumers/farmers who had recently bought their products. We completed 2,000 telephone interviews, asking questions about buyer habits, motivations, and product perceptions. We also looked at how purchasers used the product and evaluated communication messages and mediums. The DRG’s segmentation analysis identified distinct buyer segments, and our report included personas showing the characteristics of each group and how best to target and market products to them.
  • The DRG partnered with an advertising agency to conduct brand tracking research for a global hydraulics equipment manufacturer. The study was designed to evaluate key metrics relating to their brand message and promise, compare the client’s brand equity to competitors, and chart the brand’s strengths and weaknesses. Phone interviews were conducted in Europe, South America, and Asia with buyers and users of hydraulics equipment, including design engineers, plant managers, and maintenance engineers. The manufacturer gained a better understanding of how the market perceived their brand, and the research findings were incorporated into their marketing and messaging strategies.
  • A manufacturer of flexible packaging selected The DRG to conduct their first formal customer satisfaction study. We kicked off the research with an in-person meeting with our client’s leadership to discuss their research objectives, brainstorm survey topics, and identify customer touch points. The DRG designed the questionnaire and research plan around our client’s needs, evaluating satisfaction for each of their key performance indicators, identifying opportunities for improvement, and comparing the customer experience in various sales territories. After our report was delivered, we met with our client’s leadership to present the findings, address their questions, and discuss goals and initiatives to implement based on the results.
  • The DRG teamed with a paper manufacturer to complete an online trade-off study. Our client was interested in learning more about the value its customers placed on various delivery and service attributes. The goal of the research was to help our client identify which areas of service to focus on and which they could deprioritize, while still delivering a positive customer experience. The DRG worked with our client to develop the questionnaire, which included a conjoint exercise where survey respondents compared products with different delivery and service options and selected the optimal products. Utilizing the conjoint data, The DRG developed a simulator that our client could use to evaluate different product scenarios, to see how changes they were considering would impact customer satisfaction.