Mobas started the Discover phase of the brand transformation project with a series of research tasks. Starting with desk research, Mobas reviewed the market in which Dalcour Maclaren operates, in order to understand what was driving change and growth. Historically, utility and infrastructure surveying wasn’t considered the most glamorous, but is now clearly vital for the future of our economy. This and other marketplace insight enabled the Mobas team to establish what set Dalcour Maclaren apart from their competitors.
Following this, Mobas conducted staff and customer research, where Mobas carried out a series of one-to-one interviews with stakeholders across key clients (both new and long-standing) as well as staff members at different levels of seniority and with different lengths of service. This meant that the Mobas team were able to get under the skin of the opportunities and challenges that the business faced.
The insight gleaned from this research was that the perception of the industry was traditional and tweedy, which gave Dalcour Maclaren a unique opportunity to demonstrate its progressive approach in the market through the brand proposition. We also found that the culture of the business reflected this, which underpinned the staff recruitment and client acquisition opportunities.
