National Brand Awareness Benchmarking


A large publicly traded consumer products and services company needed to better understand its current and potential audience to increase sales and improve customer retention rates on an ongoing basis.

Our Approach

Firedrive took on the role of outsourced market research department for this client and developed an approach that led the client through a variety of studies:

  • National awareness and usage study to measure the awareness and usage levels of their brand across the country. This online study also measured basic perceptions about the brand relative to competitive brands as well as specific usage and purchase criteria. The client has repeated this study every six months to benchmark changes and progress against goals.
  • Segmentation study to create personas that effectively segmented the larger consumer audience into five distinct and statistically different groups or personas that provided insights that helped the client better address its target audience.
  • Qualitative one-on-one interviews to gather information to help optimize a new landing page on the client’s website for ease of navigation.
  • Packaging Study to test two different packaging concepts with the target audience to select the winning creative direction.


In addition to successfully executing the studies outlined above, Firedrive delivered detailed reports along with in-depth analysis and recommendations. We continue to develop and execute an ongoing research program measuring the national brand awareness and target audience awareness at regular six-month intervals.

National Brand Awareness Benchmarking