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  • Commissioned by PR agency Fleishman Hillard on behalf of the World LP Gas Association, this two-part international study combined qualitative (telephone depths) and quantitative (online web panels) research to define the LPG brand across seven countries

    A challenging project with tight timescales and a difficult respondent profile, the brief was to interview potential LPG users (defined as off-mains gas, living in rural areas). We needed comparable data from across a number of countries (France, Germany, Italy, Netherlands, Poland, Spain and the UK) at a time when the price of fuel was skyrocketing (the latter creating significant challenges for audience empathy).

    Define’s qualitative and quantitative skills (as well as our language skills) enjoyed the workout!

    The research started with a Brand Audit to lead the formulation and implementation of a communications campaign promoting LPG as a mainstream fuel option for European households. The findings showed that the energy source had economic and environmental benefits which resonated strongly with audiences.

    A second phase of creative development work needed to be cost-effective and quickly turned around in reaching a geographically widespread audience. The questionnaire design was critical in ensuring that respondents could evaluate graphical options with ease; strong project management meant we were able to gain over-the-odds collaboration from our preferred web panel providers and client. We turned around a ‘five country’ project in just over a month and evaluated three new brand logos and straplines for the LPG brand.

    The outputs from our research needed to be comparable across territories, and they needed to deliver diagnostic information as well as measurement. Ultimately, Fleishman Hillard needed strong, conclusive and timely data in order to deliver a powerful communications strategy for Liquid Petroleum Gas.