FSB Vision One Case Study

“Getting Down To Business”

B2B Research to understand what SMEs want from the business support organisation.

The Federation of Small Businesses (FSB) are a non-profit and non-party political organisation offering business advice, financial expertise and a powerful voice in the UK government to small-sized businesses across the country.

Public organisations like the FSB need to constantly monitor their brand, and what small businesses want and they commissioned Vision One to conduct their annual brand tracking.

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The Challenge

With a history of over 45 years, The Federation of Small Businesses (FSB) are a non-profit and non-party political organisation offering business advice, financial expertise and a powerful voice in the UK government to small-sized businesses across the country. In 2015, FSB underwent a process of re-branding and website relaunch and approached Vision One to measure their impact and track brand progress year-on-year.

Research Approach

Vision One conducted quantitative research to assess the impact of the re-branding longitudinally over a three-year period. We used a mixed-method approach, combining online and telephone interviews to achieve the highest possible response rate. Currently at the sixth wave of brand tracking, Vision One tracks FSB’s brand awareness, consideration and interest in FSB amongst key competitors, Net Promoter Score (NPS), perceptions of the FSB brand and awareness of marketing activity.

Research Findings

Our research revealed that among non-members, perceptions of FSB were limited by a lack of awareness and knowledge about the available services. For continued success, we recommend that FSB raises its brand profile and perceived relevance among non-members. The research continues to help shape the current brand strategy.