CLIENT COMPANY

We were contacted by the Italian subsidiary of a multinational company that is a leading provider of technological solutions for laboratories in various sectors, such as pharmaceutical, chemical, environmental and food. Specifically, we had been asked to conduct market research in the food sector to understand the new dynamics of the industry as they had just launched a new food analysis machine for nutritional components in Europe. This was an innovative machine, based on food sample analysis technology, which could ensure safety and control due to its accuracy and ease of use.

STARTING OBJECTIVES

Thus, the primary objective of the research was to analyze and better understand the target market. Therefore, with this in mind, we helped the company to:

  • To understand which topics are most searched and most talked about by users in the field of laboratory instrumentation in the agribusiness sector, to find out the extent of active online demand and the level of knowledge of the same.
  • Deepen the characteristics of the online target audience to identify:
    • What are the most commonly used online channels;
    • What demographic characteristics different types of users have.
  • Understand the competitive environment, i.e., how visible they are online and what strategies other sites in the marketplace are deploying.
  • Identify strategic ideas for improving marketing activities to reach the target audience and increase visibility.

MARKET RESEARCH AND COLLECTED DATA

To this end, we set up a full-scale market survey. Specifically:

  • we started with ananalysis of the target industry, delving into key aspects, characteristics and growth drivers. In addition, we have identified what are the industry innovations, especially regarding solutions and technologies similar to those offered by the client company.
  • we then moved on to study users’ interest in the topics being surveyed.
    • We analyzed how interested people really are in food issues and what they are looking for, including from the perspective of food professionals.
  • subsequently, we intercepted conversations in which users or interested people were talking about the Brand and its products.
  • Finally, we studied the competitive landscape: specifically delving into their offerings, the topics they covered, the strategies they adopted to intercept customers, and how they presented themselves on social media.

ACHIEVEMENTS

To conclude: the survey provided the company with an in-depth understanding of its target industry, with particular reference to competition and new industry dynamics.

In addition, the research conducted and the data obtained made it possible to help the company revise its communication strategies, improving its website and bringing out the strengths of the technological solutions offered in the food field.