FLYING BLIND - A LACK OF DATA TO DEVELOP STRATEGIES
An internationally known company, Champion had experienced long term success selling comfortable, durable sportswear. However many new brands had entered the market in recent years and whilst it was apparent they were losing ground, the reasons were unclear.
When their marketing managing came to Brand Health, they had plenty of assumptions about their brand and the market, but no data to back this up. It was clear they needed research to better understand the market and to help guide their decision making and marketing strategy.