To measure the effectiveness for a new marketing campaign that Lutron was about to launch, Domus recommended implementing a benchmark awareness study. This study focused on primary audiences of lighting designers and electrical engineers, with secondary audiences that included architects, electrical contractors and electrical wholesalers/distributors.
The topics in this study focused on current levels of awareness and perceptions, as well as preferred sources for learning about new products, services and solutions. The learning from this initial research was used to guide future marketing efforts and served as a benchmark. It was recommended to conduct this research annually to monitor the impact of efforts on an ongoing basis and guide future marketing efforts.
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