Brand Research: Two Polaris Case Studies

Polaris Marketing Research has successfully applied qualitative and quantitative research techniques to a variety of brand research and measurement programs. 

Case Study: The Bozzuto Group

Situation:

Bozzuto is a leading single and multi-family home builder and manager in the Mid-Atlantic region.

Project Objectives: 

• Understand perceptions of the Bozzuto brand
• Determine whether the Bozzuto brand could as a master brand
• If so, determine a compelling position that would work across diverse industries.

Outcomes:

Qualitative and quantitative research with home-owners and renters, as well as qualitative research with key business partners, identified a common trait for the brand that would create a compelling distinction across diverse target markets and would allow Bozzuto to be the master brand for the company’s portfolio of businesses.

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Case Study: American Society of Interior Designers (ASID)

Situation: 

ASID had recently introduced a new visual identity system for the brand, which linked back into key brand values and messaging.

Project Objectives: 

• Create a baseline level of awareness across members and non-members in the industry
• Determine member acceptance of the new logo
• Evaluate perceptions of ASID against competitors

Outcomes:

The survey established how well recognized the logo was among different industry sectors, and clearly showed ASID which groups needed additional communications. Additionally, while members did not like the new logo, information from the survey informed communications to Members that justified keeping the logo.  The research also gave important competitive information to ASID that lead to website improvements, new key  messages and changes in the conference and seminar offerings to better serve members.