“There has been a high level of uptake of THINK’s research in the business. It’s a valuable piece that now has become part of our Marketing plan process. Each Category Manager has used the insights to understand where we were sitting competitively, what needed to be fixed and set the goals for the next year.”

NATALIE ROBINSONHEAD OF MARKETING, AMES AUSTRALASIA
IMPACT

AMES Australasia offers leading brands of garden, home and hardware products for homeowners and professional tradespeople throughout Australia and New Zealand. AMES represents some of Australia’s most iconic and trusted brands including names such as Hills, Cyclone, and Nylex and more, all stocked at Bunnings.

OVERVIEW

AMES was looking to understand and track their customer’s sentiment across all their product categories, in the hopes of receiving a better understanding as to how their brands were performing in the market each year.

As part of AMES’ efforts in tracking their reputation, THINK was tasked with ascertaining customer sentiment across 12 different brands. To determine these insights, we designed the Sentiment Tracking Program, targeting a large Australia wide sample with the aim of evaluating and analysing consumer perceptions.

THINK launched the first wave of the survey in June 2022, with subsequent waves occurring in October 2022 to incorporate further brands. A further piece was conducted in June 2023, incorporating all brands, to effectively track changes in customer sentiment across time and to analyse the effectiveness of business strategy.

For AMES, the results of the sentiment tracker have already proved extremely insightful in identifying brand awareness in the market, brand consideration and preference, brand strengths, associations and distinguishing attributes against competitors, and product associations, while also playing a key role in shaping their future product development and marketing strategies.

METHODOLOGY

Quantitative Analysis; NPS; Unaided TOM Awareness; Brand Funnel; Brand Perception; Product Associations; Drivers in Purchase Decision; Brand Positioning; Brand Conversion; Strategic Recommendations.

FOR THOSE THAT LIKE THE DETAILS

Visit AMES Australasia website