DFDS Seaways

Tracking brand is vital to understand value, find out why DFDS where "very pleased" with our service.

"We have been very pleased with the service from Explain."

The customer

DFDS (Det Forenede Dampskibs-Selskab) is a well-established, growing international passenger and freight shipping company that has successfully built a leading market position in Northern Europe. Today the group carries approximately 1.4 million passengers a year on a fleet of modern passenger liners between Denmark, Norway, Holland and Great Britain.

The outcome

DFDS (Det Forenede Dampskibs-Selskab) is a well-established, growing international passenger and freight shipping company that has successfully built a leading market position in Northern Europe. Today the group carries approximately 1.4 million passengers a year on a fleet of modern passenger liners between Denmark, Norway, Holland and Great Britain.

Each year, DFDS undertakes ‘Brand Tracker’ research which is designed to track brand awareness and perception. The aim of the project is to evaluate the impact of marketing and advertising activity in the key markets of Newcastle, Edinburgh and East Anglia. 

The key objectives of the research are to:

  • Track brand awareness and perception of DFDS
  • Evaluate the impact of marketing and advertising
  • Measure awareness of and satisfaction with DFDS competitors
  • Measure awareness of ferry routes that are available
  • Evaluate both the level of experience of using DFDS in the past as well as propensity to use their services in the future
  • Perception of the value for money provided by DFDS

In previous years, DFDS has carried out research like this over the telephone. However, in order to better probe customer opinion, Explain recommended conducting all future tracking research using an online survey hosted on a purpose built micro-site. This allowed DFDS to gather more accurate feedback on various elements of their media campaign including TV and radio advertising, leaflets, posters and banners.

The insights that came out of the research, along with benchmarks developed over time, helped DFDS to develop their 2011 marketing plan, allowing them to clearly identify which areas required further promotion and which methods were most effective. 

"We have been very pleased with the service from Explain. They have a good understanding of our objectives and requirements of the project and provided good recommendations regarding the best methodology. They produced an excellent final report and presentation with insight and recommendations. Explain have a very flexible approach and are happy to help with additional questions. As added value, Explain also helped highlight areas where we are improving as a business and areas that need extra attention and work. They have given us insight into how the public see us, our brand and advertising."

Catherine Jowett, Brand Marketing Manager, DFDS

 

Sage Bellway

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