Executive Summary
A premium compact construction equipment manufacturer had a problem. They had great products, competitive pricing, and attractive financing options, but they just couldn't seem to connect with small business owners. These were the exact customers they were trying to reach. Through focus groups with 26 equipment owners who purchased competing brands, we discovered something surprising. The issue wasn't their products or pricing. It was all about perception. Here's how we helped them bridge that gap.
Why They Needed Help
When first speaking with this equipment manufacturer we could tell they were frustrated. They'd been in the compact construction equipment market for a long time with what they thought was a winning strategy. They believed their products were solid, their prices were competitive, and they offered great financing deals. But sales weren't meeting the company’s expectations.
The more we talked with their team, the clearer the problem became. Overall, potential customers saw their brand as premium, which sounds good until you realize that "premium" often translates to "expensive" in the minds of buyers. Small business owners were writing them off without even looking at what they had to offer.
Here's what we were dealing with:
Small business owners assumed the brand was too expensive for them.
Existing marketing efforts weren’t changing this perception.
Meanwhile, competitors like Kubota, Bobcat, and John Deere were firmly established and top-of-mind for buyers.
Our client needed to understand not only what customers wanted, but why they weren't even considering this brand as an option.
Our Research Approach
To truly understand these buyers, we needed to hear directly from them and learn how they think, what matters most to them, and how they make decisions. Some of the most valuable insights come straight from customers as they talk through their experiences in their own words.
The study included:
4 focus groups conducted over 4 days
26 participants, all of whom had purchased compact construction equipment within the past three years
Groups organized by brand ownership to compare perceptions, with 2 groups of Kubota owners, 1 group of Bobcat owners, and 1 group of John Deere owners
Each session lasted about 2 hours, giving us time to explore buying journeys, brand perceptions, and reactions to different marketing messages in depth
What We Set Out to Learn
How do these buyers go about researching before they make a purchase?
What factors matter most to them when deciding what to buy?
What are they looking for from dealers during the buying process?
How do they respond to different kinds of marketing messages?
By digging into how they felt about the brands they knew, we were able to uncover fresh insights into how they might see our client’s brand and what it would take to influence their thinking.