The research provided a deep dive into the customer base for industrial engines used in generator sets within Singapore’s construction industry. Through online interviews with end-users and Generator Set Original Equipment Manufacturer (GOEM) users, we were able to create detailed customer personas that represented the diverse market segments.

The customer insights revealed specific pain points, purchasing behaviors, and decision-making criteria for users and non-users of the client’s brand. A detailed customer journey was captured, showcasing the typical paths customers take from awareness to purchase, highlighting key touchpoints and areas of influence in the decision-making process.

We also gathered valuable competitor insights, identifying key players in the market and analyzing their strengths, weaknesses, and strategies. This allowed us to gain a better understanding of the competitive landscape.

Application

Based on the findings, the client now has a clearer picture of their target customers, including their preferences, challenges, and key decision-making factors. The customer personas will help guide product development and marketing strategies to better align with customer needs. Additionally, insights into the customer journey and competitive landscape will support the client in refining their approach to marketing, sales, and customer engagement, ultimately enabling them to increase their market share in Singapore’s construction industry.