The challenge
A leading global technology company wanted to evaluate its competitive position among enterprise developers. Their primary goal was to measure brand awareness and associations to inform strategic marketing decisions and uncover opportunities to strengthen their brand presence.
The approach
To tackle this, we developed a comprehensive 30-question survey conducted in three waves over 18 months, reaching over 800 enterprise developers in each round. To get the complete picture of awareness and associations, we included aided and unaided questions that covered several topics and competitors. These questions were used to measure the awareness of our client's brand and associations with specific areas of technical expertise in which our client was aiming to make improvements. Additionally, we integrated supporting questions to help identify key gaps in brand awareness and areas where the client could refine their messaging for better alignment with developers’ needs.
The result
The research provided our client with a clear picture of how enterprise developers perceived their brand and its position relative to competitors. As a result, they were able to:
Pinpoint gaps in brand awareness that required targeted improvements.
Optimise their marketing messaging to better align with their target audience.
Track progress over time as subsequent survey waves revealed the impact of their brand-building efforts.
Why SlashData
By leveraging our custom survey platform with advanced data cleaning capabilities and access to an extensive developer community, we were able to provide our client with consistent and reproducible results. This helped us identify meaningful differences between survey waves and provide a basis for a data-driven strategy for our client.
If you’re looking to measure your brand’s competitive position and strengthen awareness among developers, get in touch now!
