Singapore Industrial Engines Study

Singapore Industrial Engines Study – Background

The client is an industrial equipment supplier in Singapore. They sell various industrial equipments including generator sets.

Research Objectives

The client would like to conduct research on industrial engines for generator sets in Singapore’s construction industry.

The research aims to understand the following:

• Formulation of customer personas
• Capture deep insights about their customers and competitors
• Customer journey

Approach

The study was conducted through online interviews with end users of industrial engines and Generator set Original Equipment Manufacturer (GOEMs) users in Singapore. There was a mix of users and non-users of the client’s brand.

Findings

Some of the findings include:

• Majority of respondents used a centralised purchasing function and that the trigger for purchasing is due to project needs
• Some respondents found miscommunication to be a major pain point
• While most respondents felt that their needs were met, unmet requirements include failure to meet client requirement, lack of support and an irregular maintenance schedule.

Application

Based on the findings from this study, our client was able to understand the customer journey and different personas.  Hence, they could develop marketing strategies to market their services to their potential customers through the various touchpoints. This will ultimately increase sales conversions.

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