Uncover Brand Equity for Strategic Growth

A leading staffing company sought to assess its own brand equity and identity along with that of its two similarly-named mobile app products (one for employers, one for job-seekers) for long-term strategic decision-making. Online survey and interview research evaluated brand health and competitive positioning, informing decisions on brand/app names and enhancing the mobile app experience.

Approach

W5 conducted a quantitative online survey targeting a diverse group of North American Fortune 1000 decision-makers and active job-seekers to gather insights on app awareness, usage, brand perceptions, competitive positioning, and user needs. To add depth to the findings, W5 followed up with In-Depth Interviews with customers and associates, exploring brand equity, key drivers of app selection, and unmet needs in the category. These interviews provided valuable context to the survey results and helped generate ideas for improving user experiences with the apps and the parent staffing company.

Results

The client learned that while the staffing industry operates within a fiercely competitive landscape, perceptions towards their examined brands were widely positive. W5 identified areas for opportunity in refining brand perception, notably within customer care, innovation, and empowerment. The research also revealed a shift towards digital platforms for staffing needs, favoring integrated mobile and online experiences for increased convenience and accessibility.