Brand positioning and voice of customer analysis


Global consumer goods with a premium brand in the hair care segment

Business situation

  • North American region was losing market share to competitor brands
  • A lower percentage of consumers used client’s hair care brand compared to competitors‘
  • Is there a general shift in consumers’ perception toward other brands as being more of a value product?

Benefits and outcomes of our engagement

  • Captured insights about consumer’s path-to-purchase & post-purchase experience
  • Insights generated helped the client to build an effective marketing communication strategy and attract new consumers
  • Provided recommendation to regain its positioning in the North American hair care market


To understand consumer brand perception, identify unique brand strength, and drive market position

SGA approach

  • Conducted exhaustive primary, desk research, and data analytics to assess brand perception and identify unique challenges faced by consumers
  • Performed social media analytics to understand consumers’ online brand affinity, trends, and customer pulse (like/dislikes)
  • Conducted a survey of 2,000 consumers across four segments (new, loyal, lost, and non-consumers) to capture voice of the consumers, and identify unique challenges faced by consumers
  • Performed assessment of consumer brand perception and motivation to purchase brand in-store and online
  • Conducted a comprehensive review of competitor’s marketing campaigns across a range of activities, for example, brand messaging, events, catalogs, social media engagement, promotional activities, etc.