Midland Lead | Firebrand Insight case study

Midland Lead: strategic direction for a heavyweight UK manufacturer

Stakeholder Engagement

Midland Lead


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