Tatuli Okriashvili
Accenture case
Types of research What did
Accenture do?
1. Internal contest The company challenged
its employees to come up
with suggestions for a new
name by creating an
internal contest.
2. Surveys of target It has conducted extensive
customers market research upon the
target customers.
3. Research for a Conducted a survey in
launching date order to understand which
date was the most proper
for launching a brand on
the market. Marketing
research revealed that
01.01.01, the potential
launching date, had a
resonance with the
computer industry,
because 2 and 1 are the
two digits of the binary
world of computers.
4. Research for Research revealed that
brand awareness now it has approximately
50% awareness with the
public, which is essentially
the same number it had
under the old name.
How did it
perform?
This survey has resulted in
a list of over 2500 entries.
It has helped the company
to finally come up with its
name.
Research revealed that the
“Acc” in the name connotes
accomplishment and
accessibility and the name
sounds like “Adventure”.
So they decided on the
name “Accenture”.
A research did really a good
job for the company,
because after launching the
brand in one month they
launched a new campaign,
which caused the traffic on
their Web Site. Research
has helped them and their
ads to be more intriguing
and interesting for people.
This research was quite
helpful for the company,
because the result has
given them the stimuli and
huge motive to make
expansions and to attract
more and more customers.
Marketing research is the
base of all the activities
companies do. Accenture
used this opportunity
before all the steps it was
going to make.