There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
Freightliner LLC, a DaimlerChrysler company, is the largest heavy-duty truck manufacturer in North America and a leading producer of medium-duty trucks and specialized commercial vehicles. They compete with Kenworth, Peterbuilt, Volvo, International and others. Headquartered in Portland, Oregon, Freightliner LLC manufactures, sells and services several renowned commercial vehicle brands. Through the company's affiliates, Freightliner LLC is also a leading provider of heavy-and medium-duty diesel engines and other components. The company's strategic partners in the North American commercial vehicles market include DaimlerChrysler Services Truck Finance and TravelCenters of America. The Freightliner Trucks brand is one of the most recognizable and respected names in the trucking industry. Fleet managers and owner-operators alike associate Freightliner with efficient, dependable vehicles - business tools to be relied upon day in and out under even the most punishing conditions. Freightliner Trucks, the largest division of Freightliner LLC, manufactures Class 5-8 trucks that serve a wide range of commercial vehicle applications. Its commitment to innovation, technology and responsive customer relationships makes it easy to understand why Freightliner is the best-selling brand of heavy-duty Class 8 trucks in North America. Long-haul highway vehicles include the efficient and reliable Columbia, the technologically advanced Century Class S/T and owner-operator favorites, the Coronado and Classic/Classic XL. Freightliner came to Stealing Share with some confidential brand needs and assignments, and looked for help in making the brand more important with owner operators (Freightliner is already the hands down US market leader in Fleets. The research was deep and broad and involved both quantitative and qualitative research. Resultant surveyed owner operators from coast to coast an in Canada to better understand their brand preferences and life precepts. The market is very crowded and is populated by some formidable players. Stealing Share developed a powerful brand position for owner operators and clarified the brand architecture, hierarchy and promises — strategies that promise to keep Freightliner foremost in the minds-eye of smart truckers everywhere.
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