Following reflections on their identity and positioning, MIKIT, a brand of traditonal housing developers, wants to test the perception of their prand name.
More than just a simple test on name presence and interpretation, MIKIT wants to measure their name’s attraction, for people that both know and do not know the name, thus determining the strengths and weaknesses of the brand’s name.
We carried out a quantitative study to help in the decision of possibly changing the name which responds to the following criteria:
A quantitative study was led over the phone, including 1018 people, representing the French population over 15 years old.
A specific focus was put on MIKIT’s target market (individauls between 25-50 years old wanting to build or buy a house in the next 4 years).
