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Monitoring Change

Ideal-Standard, one of the UK’s major bathroom brands, puts great focus on product design and innovation, product quality and customer service. It aims to meet the needs of all sectors of the market.

The Company recognises the importance of monitoring change. It has seen major changes, not just in its product offering but also how it meets the needs of its trade customers. Prior to a recent product launch, Gough Mandarin was commissioned to benchmark how the brand was perceived by retailers and merchants. Using telephone research, we assessed the extent to which it was meeting the needs of these groups and evaluated what factors are really important.

Six months after the launch and the introduction of many products and new working practices, we again measured how the brand was perceived and were able to give the management team clear evidence of how attitudes towards the brand are changing, what are its strengths and weaknesses and what still needs to be done to meet the changing marketplace.

Commenting on the project, Paul Frankish said “Understanding our customers and their reaction to change is vitally important in driving our marketing strategies. We often need a fast response from our research partners and we were delighted with the speed and quality of the information and reports provided to us by Gough Mandarin."