Turning research into action and results

Not all research is created equal. That’s what Tetra, Inc. a global manufacturer and distributor of products for aquarium fish, water gardening and reptile/amphibian hobbyists, concluded after engaging several research firms that failed to deliver specific, actionable recommendations. When it was time to assess the equity of Tetra’s Aquatics brand, the company turned to The Anderson Group.

During the course of the Brand Influence™ Study, we discovered that while Tetra’s Aquatics division enjoyed a global leadership position with 60% market share of fish food sales, it did not “control” the category. Indeed, competitors such as Hikari and Wardley were challenging Tetra with expanding product lines and innovative marketing. Our research partner, The Ball Group, revealed through its specialized research that aquatic hobbyists had several unmet needs. A variety of innovative products from Tetra were tested and discovered to satisfy these needs. The research also supplied insights into improved messaging at all customer touch points, putting Tetra in a position to increase market share, strengthen brand loyalty, and grow the category.