Survey in Two Parts: Measuring Change Over Time
Our team deployed two surveys to evaluate market awareness and brand perceptions before and after Lonza's targeted campaign aimed at small biotechs developing therapeutic monoclonal antibodies in North America and Europe. The findings revealed that the campaign significantly improved Lonza's favorability rating among these emerging biotechs, which had previously viewed Lonza as out of reach. By analyzing shifts in brand perception, the surveys provided insights into the campaign’s success and helped shape future marketing strategies to strengthen Lonza’s position within this segment.
