Manitou partnered with Hanover Research to assess customers’ brand awareness, purchase intent, and the product attributes they find most important.
- Reports & Briefs
- 09/12/2023
Manitou partnered with Hanover Research to assess customers’ brand awareness, purchase intent, and the product attributes they find most important.
Manitou Group (Manitou) is a world leader in rough-terrain handling, manufacturing, and distributing compact earthmoving equipment for construction, agriculture, and other industries.
To better understand customers’ journeys when buying skid steers and compact track loaders, Manitou partnered with Hanover Research to assess customers’ brand awareness, purchase intent, and the product attributes they find most important. Jeff Weido, Senior Director, Product Management & Marketing, explained, “In our mission to center our products around the customer, we strive to incorporate customer feedback into product and service design regularly. We needed to understand how customers feel about this equipment and how they view Manitou and our competing brands as a whole.”
“In our mission to center our products around the customer, we regularly strive to incorporate customer feedback into product and service design.”
Jeff Weido
Senior Director, Product Management & Marketing
Manitou enlisted Hanover to analyze customers’ purchasing processes and product and brand preferences to improve performance and stand out in the compact earthmoving equipment market.
We needed to understand how customers feel about this equipment and how they view Manitou and our competing brands as a whole.”
Jeff Weido
Senior Director, Product Management & Marketing
Hanover designed a comprehensive buyer preferences survey deployed to 392 participants working at companies involved in construction, landscaping, agriculture, or forestry.
Hanover specifically engaged professionals who are involved in their companies’ decision making process for purchases in this product category who have made such a purchase recently, or will in the near future.
After analyzing the survey results, Hanover recommended that Manitou emphasizes in its advertising how its products meet customers’ biggest needs with strong warranties, good value for the money, an excellent service network, and powerful performance.
Additionally, Hanover recommended that Manitou increase its brand awareness efforts to compete against its peers through targeted advertising.
Companies everywhere use market research to increase sales, nurture customers, and grow their markets. Learn why.
Jeff reports, “Hanover’s analysis provided detailed insights into customer preferences for this equipment and the competitive landscape, helping us stand out further in the market and meet our customers’ biggest needs.” Informed by Hanover’s survey analysis, Manitou can:
“Hanover’s analysis provided detailed insights into customer preferences for this equipment and the competitive landscape, helping us stand out further in the market and meet our customers’ biggest needs.”
Jeff Weido
Senior Director, Product Management & Marketing
Agriculture, Construction, and Mining Machinery Manufacturing
Ancenis, France
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