From assumptions to actionable insights
How SOUNDBOKS uses brand tracking to optimise their market-specific strategies
“Working with Opeepl felt very personal, we felt close to the team. We appreciated your quick responses and ability to adjust. Our plans change from time to time, and I felt a lot of flexibility in the collaboration compared to going to a bigger agency, where it can be a bit more difficult to adjust the course as you go.
I was also really happy with the possibility of seeing the raw data in your live dashboard as it developed, so I could start taking it into some of our considerations even before the final report was ready.”
Mikkel Hjortshøj Thomsen
Product Marketing Director at SOUNDBOKS
The challenge
Limited understanding of international markets
SOUNDBOKS is a Danish company, creating premium portable Bluetooth speakers designed for outdoor use and social events. Being fairly known and successful among young consumers in the Danish market, SOUNDBOKS has faced challenges when trying to establish themselves in new markets.
“We’ve been working a lot with assumptions, gut feelings and experiences from one market and trying to export that into new markets. But over the last few years, we’ve realised that with the changing economic situation, conflicts in the world and consumers’ financial uncertainty, we need to be much more targeted in our approach. We can't really cast as wide of a net in the new markets,” says Product Marketing Director at SOUNDBOKS, Mikkel Hjortshøj Thomsen.
To inform their market-specific strategies, SOUNDBOKS recognised the need to understand demographic differences, brand perceptions, and their competitive position in their key international markets - Germany and the US.
The solution
Annual brand tracking study to benchmark key brand metrics
To identify and track key brand metrics that would support decision-making and optimise their market approach in each country, SOUNDBOKS turned to Opeepl to deliver brand insights in Germany and the US.
The study focuses on identifying how SOUNDBOKS performs on key brand metrics compared to its main competitors, including:
Brand Funnel (unaided and aided awareness, consideration, preference, ownership)
Purchase Intent
Brand Closeness Score
Top 5 Brand Attributes
The research also tracks main awareness channels and key places where consumers experience SOUNDBOKS products, as well as estimates the potential market size for SOUNDBOKS in each country.
Brand tracking
Brand tracking gives you continuous knowledge of how consumers recognise, associate and perceive your company, its brand(s), products and/or services.
From the data collected you will gain awareness about your brand health, on how to better shape marketing strategies in accordance with consumers’ perceptions, on new opportunities for further product innovation and on ways to maximise sales by communicating the right message and avoiding misconceptions.
The research
Insights from SOUNDBOKS’ ideal buyer personas in Germany and the US
Opeepl’s Dynamic Sampling methodology is used to run an annual brand tracking study in the German and US markets (covering 12 US states specified by SOUNDBOKS). For each wave of the tracker, 3,000 interviews are conducted (2,000 in the US and 1,000 in Germany). The study targets males and females aged 16 to 44.
Respondents are further screened to ensure they align with SOUNDBOKS’ ideal buyer persona in terms of attitudes and personality. All participants are asked to rate their agreement with various statements selected by SOUNDBOKS as entry criteria - for example, their confidence level or love for music.
Based on their responses, those who fit the criteria for SOUNDBOKS' ideal buyer persona proceed with the survey, while respondents with a below-moderate fit are screened out.
The development of the questionnaire, translations, survey scripting, and data analysis are managed by Opeepl. Opeepl’s data analysts use different analysis techniques - such as correspondence analysis and Kendall’s Tau correlation matrix - to derive meaning from the survey data. SOUNDBOKS receives a comprehensive insights report, specifically tailored to their unique requirements, outlining the research findings in detail.
The outcome
Leveraging research results to sharpen market focus
SOUNDBOKS uses the research results to validate and challenge their assumptions, as well as to benchmark their brand position in the German and US markets.
The findings serve as a foundation for identifying opportunities to stand out from the competition and for optimising their market-specific strategies and goals.
The branding team at SOUNDBOKS used the results from the first tracker wave to build a case for allocating more of the marketing budget and brand activation efforts to key cities and regions within each market, rather than targeting entire countries.
