Partnering with Hanover helps BIC better understand our consumers. Our team works across departments to prioritize product launches and refinements, and then uses Hanover as a sounding board to determine the best way to extract consumer needs. We have internal marketers and researchers gathering secondary data, but Hanover helps us to understand on a deeper level how our target audience will respond to specific questions.”
Keith Last and his brand management team look to Hanover to define consumer preferences and usage habits for lighter products. Additionally, BIC relies on Hanover to evaluate new product designs and niche consumer behavior.
With data-driven research, Keith and his team optimize BIC’s marketing mix to attract and retain its target consumers.
Hanover addresses BIC’s objectives by testing different product concepts, and by conducting attitudes and usage surveys among distinct market segments. Through this research, Hanover has identified consumer purchasing criteria, brand loyalty drivers, consumer product preferences, and potential new audiences. Last elaborates:
We act upon Hanover’s data immediately to inform marketing decisions. Findings from Hanover reports often illuminate new insights we were unaware of previously, and these insights frequently boil up to the executive level in product presentations to then be integrated into BIC’s larger business strategy.
Hanover’s research informs the strategies of BIC’s sales team, which liaises with buyers to sell BIC’s products into its over 3 million global retail outlets. Further, BIC uses Hanover’s analyses to:
We want buyers to learn what consumers want, and recognize that the product decisions we make are grounded in research.Because Hanover’s research helps our retail teams build buyer interest, applying this data has resulted in an overall increase in lighter sales.
BIC will continue to use Hanover’s support to investigate consumer preferences and inform product decisions