Entering New Markets Backed by Data

Context

A planned acquisition in the HVAC distribution space, a client active in the insulation sector needed to evaluate market fit and competitive position across Croatia, Serbia, and Montenegro.

They sought to assess how a target distributor and affiliated product lines were perceived—while also identifying broader trends in sourcing, decision-making, and brand strength across local HVAC markets.

Challenge

The client required more than a brand check—it needed a 360° view of market structure, dealer influence, and buying dynamics across fragmented regional ecosystems.

This meant understanding:

• How brand awareness translated to actual usage.
• Where local vs. international players held ground.
• What value attributes dealers were truly competing on.

Our Approach

We conducted quantitative interviews with 300+ HVAC professionals, including installers, engineers, and contractors, adapting sampling to fit regional fieldwork complexity.

The research explored:

• Awareness and perceptions of dealers and private label brands.
• Sourcing preferences and channel evolution.
• Key drivers of loyalty, trust, and decision influence.

Outcome

The research helped the client:

• Validate strategic fit of the target distributor.
• Identify areas of untapped potential in less penetrated markets.