Midland Lead: strategic direction for a heavyweight UK manufacturer
This producer of cast lead sheet for use in roofing, building and in medical applications had never undertaken market research previously. Their business was at a critical stage of evolution in a changing market-place and they were looking for a trusted partner to provide them with customer-driven insight to help direct their change strategy.
Firebrand took up the challenge and devised a dual-phased (qual/quant) programme of wholesale and retail customer research that also tapped into the views of lead users and their advisors; the contractors and roofers who work with the finished product and the architects who specify it.
The direction provided by this research fuelled a re-thinking of the product range and led to an advantageous and high-profile re-positioning of the brand in the eyes of all key stakeholders – including those of the industry’s regulators. See www.midlandlead.co.uk