December 12th, 2023, Kineree Shah
When it comes to executing a marketing strategy, understanding why your competitors’ customers are choosing them over you can be just as valuable as knowing your own brand’s strengths.
Competitive analysis can help marketers understand exactly how satisfied customers of a rival brand are, as well as what they perceive as its shortcomings, allowing you to position your brand or product in the right place to take advantage.
Using its ‘Customers of’ targeting capabilities, YouGov Self-serve - our fully self-serviced research platform - allows marketers to quickly, easily and cheaply reach survey their competitors’ customers – and ask them (within reason) whatever they want.
In just a few clicks, you can target an audience of your choice, selecting from customers of one (or more) of 1,500 brands in UK or 2,200 brands in US, and then create your custom poll using our easy survey builder. Within 24 hours, you could have the answers that make the difference between failure and success for your upcoming product launch, brand campaign or crisis management strategy.
In this piece we used our survey tools to poll current customers of Lenovo in the US to ask them what they think of product quality they’ve bought from the brand. Here’s what they said.
Build quality
Nine in 10 customers view Lenovo build product quality favorably (48% rated the brand 'Very good,' and 44% as 'Fairly good') with only a small fraction (3%) disappointed enough to describe this as poor.
Value for money
Lenovo products also scored high on value for money. Two in five say they are 'very good' value (40%) while half say they offer 'fairly good' (52%) value. Excluding those who couldn’t make their mind up, that makes just 3% of Lenovo customers who don’t think the brand represents good value for money.
Performance
But it’s not just value where Lenovo impresses. Nine in 10 Americans say Lenovo products are good in terms of performance too (43% 'very good' and 50% 'fairly good').
Longevity
Our survey also revealed perceptions of the longevity of Lenovo products. Eight in 10 say they expect Lenovo products to last a long time (38% 'very good' and 45% 'fairly good'). Only 6% rate them as poor.
Battery power
Three-quarters of Americans say Lenovo products have good battery power (30% ‘very good’ and 45% ‘fairly good’). However, one in 10 say battery power is poor (11%). This looks like an aspect where the brand could improve, or one its competitors could seize on.
Overall satisfaction
Lenovo customers express a high level of customer satisfaction with the company’s products: half (50%) feel ‘very satisfied’ and two-fifths (42%) ‘fairly satisfied’.
So, what about future purchase intentions?
A majority (60%) don’t plan to upgrade their Lenovo products in the next 12 months. However, one in nine owners are planning to upgrade to a newer Lenovo product (12%). Although the brand was rated high in almost all aspects of brand perceptions, 7% still intend to switch to a different brand.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members.
Methodology: YouGov polled 201 Lenovo customers online on December 8, 2023. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
Cover image photo by Stepan Vrany on Pexels