8372 Brand Funnel Research

Tender description

This is a call to competition by Iarnród Éireann for the procurement of Brand Funnel Research. The objective of this research is to ascertain an understanding of the general public’s awareness and attitude towards Iarnród Éireann’s services. Also determining our position within the public transport market place relative to our competitors. The funnel must capture all touch points along the consumer decision making journey. This research should be nationally focused to measure Intercity brand performance and also have a city/urban focus to measure commuter/DART performance. It should be conducted through face to face interviews taking into consideration the complexities of the decision making process for both customers and non-customers. The funnel should measure the general public’s perceptions of and disposition towards Iarnród Éireann and identifying where gaps exist. Also capture the degrees of customer loyalty/advocacy This is a call to competition by Iarnród Éireann for the procurement of Brand Funnel Research. The objective of this research is to ascertain an understanding of the general public’s awareness and attitude towards Iarnród Éireann’s services. Also determining our position within the public transport market place relative to our competitors. The funnel must capture all touch points along the consumer decision making journey. This research should be nationally focused to measure Intercity brand performance and also have a city/urban focus to measure commuter/DART performance. It should be conducted through face to face interviews taking into consideration the complexities of the decision making process for both customers and non-customers. The funnel should measure the general public’s perceptions of and disposition towards Iarnród Éireann and identifying where gaps exist. Also capture the degrees of customer loyalty/advocacy