A major musical instrument and audio equipment brand wanted to understand the current trends in the piano market in the UK, Germany, Spain, Italy and France, and assess their brand’s health in comparison to their key competitors. They also wanted to dig into what drives purchase, consideration and recommendation, and how the client’s brand performs against these drivers.
Opinium conducted an online quantitative survey with 500 piano owners and considerers in each market, looking at music habits and behaviours, engagement with piano brands, diving deeper into current piano owners and those who are considerers, as well as assessing where consumers turn to for music knowledge. The study also leaned on advanced analytics, incorporating factor & drivers analysis to dig deeper into the data.
The research gave the client a thorough understanding of piano trends post-Covid, measuring the brand against key competitors and exploring purchase, consideration and recommendation drivers. It gave the client deep insight on what brand associations are working hard for them, and which ones they should dial up or down in their communications within each market.