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As part of Finning International, Hewden is the largest specialist equipment rental company in the UK. As part of a process to support successful contract tenders and securing new business, we designed a qualitative Buying Behaviour Research project.
By using a qualitative in-depth interview process, we were able to build an insight into customer and prospects buying behaviour. Key areas which the interviewing focussed on included:
- What influences an organisation to use or partner with Hewden?
- Why an organisation chooses not to use or partner with Hewden?
- What are the perceived strengths of Hewden?
- What are the perceived areas of weakness that require addressing to improve win rates and attract partners/customers in the future?
The benefits of using an in-depth qualitative process are that the interviewer can probe into areas that the respondent brings up without prompting. This kind of questioning provides an invaluable insight into factors that influence decision making and the tender/procurement process. Using this data, we provided Hewden with actionable results enabling them to make intelligence-based business decisions to improve their ability to win new business.
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