SOLUTION
Yomdel designed and conducted a series of online surveys, with residents in each of the areas where LRG’s acquisition targets were located.
The samples were large enough for LRG to be confident that they were building a robust and objective data set for each brand and its local profile.
Yomdel employed a combination of techniques to maximise response rates, and reach narrowly defined geographic areas, including targeted Facebook and other social media ads, our own shopper/consumer database, and also reaching out to other trusted consumer panel providers.
The survey content looked at:
- how well the brand was known or recognised
- what attributes were associated with it
- how likely residents were to use the brand for sales or lettings
Perceptions were based on:
- the logo name or graphics
- reaction to the brand based upon living in the area
- direct personal experience of the brand
The brand profiling of the acquisition estate agent was carried out within the context of the local competitors and existing LRG brand (where applicable).
In other words, the dominant agencies in each area were included in the survey, so LRG could see how they themselves, and their likely acquisition, would fit within the broader marketplace.
The demographic and life stage questions within the survey allow the data to be segmented further - e.g. landlords, tenants, first time buyers - so the brand profile can be considered and assessed holistically from different touchpoints.
