Project

Herman Miller

Brand Perception Study
01

Background

Sobre El Projecto

Timeless furnishings, since 1905.

Started in 1905, Herman Miller has defined office and home furnishings for more than 110 years. The first brand to research the office environment and putting those learning to improve our daily lives, Herman Miller continues to listen and serve their customers in thie ever-changing environment.

Servicing one of the most innovative brands in the world, Micstura helped conduct an ongoing brand perception study for the timeless brand. Our efforts focused on reviewing the brand perception amongst the following segments:

  • Architects
  • Corporate Real Estate
  • Human Resources
  • C-Suite
  • Facility Managers
02

Our Approach

El Plan De Ataque

A nationally focused brand perception survey via our Qualtrics platform, we collected over 720 responses that yielded key findings for Herman Millers strategy for 2018 and beyond.

We focused in providing Herman Miller detailed data on the following segments. Here is what we found:

Awareness & Consideration

Awareness of Herman Miller is among the highest of all competitors

Herman Miller is slightly more recognized for furniture among Architects/ Designers than Knoll

Herman Miller is highly associated with sophistication and authenticity. Among a couple segments, the brand is known for being stylish and innovative as well. Many attributes are shared among competitors, like quality and modern.

Importance & Performance

Herman Miller delivers on the most important factors of our segments: Quality, high-performance and warranty.

Herman Miller is unmatched in Net Promoter Score, boasting the highest score in all segments.

03

Our Deliverable

Nuestro Intregable

A report full of actionable data

The sole purpose of this project was to deliver our standard report, full of actionable data, and strategic plan.