3M Argentina

Investigación de mercado para el sector construcción

2012

Servicios: Investigación de mercado

El desafío

Comprender el posicionamiento de 3M y sus productos, las decisiones de compra y las necesidades insatisfechas del grupo estudiado.

Nuestro trabajo

Realizamos una investigación entre profesionales y empresas del sector construcción. El estudio abordó reconocimiento de marcas y productos, modalidades de compra, criterios de selección, proveedores y necesidades insatisfechas.

Combinamos análisis de encuestas, cruces de variables y respuestas abiertas. El trabajo se consolidó en un informe de resultados y un análisis complementario por rubro.

Resultados

La investigación aportó una lectura del reconocimiento de marcas y productos, los hábitos de compra y las necesidades del mercado de la construcción. El análisis integró distintas dimensiones del comportamiento de los públicos estudiados para ofrecer información de apoyo a la planificación comercial y de comunicación de 3M.

Investigación aplicada para aportar información a la planificación comercial y de comunicación.

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