Northgate Vehicle Hire: B2B brand awareness research

From a marketing point of view, the company wanted to gain an understanding of how well the Northgate brand is known, and also understood, across its varied target markets. The client wanted to be able to measure current brand awareness and perceptions, in order to support their marketing strategy and the need for a solid marketing budget to carry out that strategy.

We proposed a mixed methodology approach of online and telephone interviews to target the hard to reach B2B audience. Using a mix of client data and members of our online panel, a robust sample was achieved across Northgate’s various target business sectors. The results provided valuable insight into their customers, and potential customers, needs and awareness of the vehicle hire market generally, as well as Northgate specifically.