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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Understanding where your brand sits in the mind of the customer is essential for brand owners looking to develop/improve their brand strategy. Vision One’s BrandVision provides the most meaningful brand health and brand equity measurement tool (ever!). BrandVision is a measurement tool that allows brands to fully understand how customers see brands within a market […]
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.
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.
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.
