December 12th, 2023, Rishad Dsouza
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.
Targeted audience analysis can help marketers understand the ins and outs of a highly specific group - from X/Twitter users to mobile gamers; from Heineken drinkers to Honda drivers - allowing you to position your brand or product in the right place to take advantage.
Using its targeting capabilities, YouGov Self-serve - our fully self-serviced research platform - allows marketers to quickly, easily and cheaply survey an audience and ask them whatever they want.
In just a few clicks, you can target an audience of your choice (including customers of one or more of 1,500 brands in Great Britain 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.
A new market research survey conducted by YouGov via Self-Serve using its unique ‘Customers of’ functionality reveals that Britain’s Lenovo customers are largely satisfied with the value the brand’s products provides. Opinions were sought across a variety of key parameters, from build quality to battery power.
According to the customer feedback poll, a whopping nine in ten Lenovo consumers say that Lenovo products have good product quality – that share includes the 34% of owners who rate build quality as very good. Just nine percent of Lenovo’s customers say the brand offers poor build quality.
This overwhelming vote of confidence sets the tone for the study’s findings – across all the aspects that customers were quizzed about, a similarly positive response was registered. Sentiment was particularly strong with respect to value for money and performance.
But things do tail off slightly with regards to Lenovo’s product longevity, with only 74% of customers saying they are good in terms of delivering products that last a long time. The proportion of customers rating battery power as being good ticks up to 80%.
But overall customer satisfaction levels with the brand are higher than rates observed for aspects like longevity and battery power. Nine in ten say they are very or fairly satisfied with the Lenovo products they own (89%).
While cumulative rates of positive sentiment for Lenovo are very high, the vote of confidence isn’t unanimous. With most elements, customers were likely to rate Lenovo as ‘fairly’ good rather than ‘very’ good. For Lenovo, these represent potential areas of improvement in future iterations of products, especially in features like battery power and longevity. For competitors, this is where they can try and lure away Lenovo customers.
Getting Lenovo’s customers to defect could prove an arduous task, however, at least in the near to mid-term – only 12% of Lenovo customers say they plan to upgrade to a different brand within the next 12 months. But that share is actually higher than the proportion who say they plan to upgrade to a newer Lenovo product (10%).
Nonetheless, just under two-thirds of customers (63%) say they simply don’t plan to upgrade existing Lenovo products within the next 12 months.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov polled 431 British adults who are customers of Lenovo 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.
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