Case Studies

Brand Awareness | Cement Manufacturer

Why carry out this research?

After around two decades without a focused brand strategy, a leading manufacturer of cement turned their attention to developing their brands. In particular, they had concerns that a new generation of cement buyers do not connect with their brands.

The client, therefore, required research to understand how their brands are currently performing, gaining benchmarks to allow them to monitor the effectiveness of future brand development activity.

What did JEM do?

In partnership with the client, we created a questionnaire including measures such as brand awareness, familiarity and preference, as well as investigating perceptions of the client’s key brands.

We implemented telephone interviews with a sample of 1000 tradespeople who buy bagged cement regularly – builders, bricklayers and landscapers. JEM’s dedicated market research interviewers carried out interviews. A telephone methodology allowed us to achieve a higher response rate and larger sample size than an equivalent online survey.

Upon completing the survey, respondents entered into a prize draw for a £250 Screwfix voucher to maximise response.

We also asked respondents if they were happy to record the interview and shared it with the client.

On completing fieldwork, JEM provided a full PowerPoint report that the client used to communicate the research findings internally.

How has the research helped the client?

The research has identified areas of strength and weakness for the client’s key brands and identified customer groups with weaker perceptions of these brands. The client will use the research to determine where brand development activity should focus.

Client feedback

I have worked with the team at JEM over a number of years covering a wide range of research studies and different market sectors. The service we receive is very personal, proactive and detailed. They really go that extra mile at the beginning of all projects to ensure that they have really understood the market, products and service deliverables.

They also make it easy for my team to work with them. JEM provide us with complete transparency at every stage. Being able to listen to digital call recordings gives us peace of mind that the research is meeting our requirements. Including sound clips in presentations gives the findings another dimension and gives our customers a voice internally.

I would have no hesitation in recommending the research team at JEM to any organisation that wants a highly responsive, effective market research partner.

- Senior Marketing Manager – Cement Manufacturer


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