MSA

Evaluating Perception Leads to Real Growth

The world’s leading manufacturer of hard hats retained Tripp Umbach to assess the success of its concealable ballistic protection vests for fire safety and law enforcement as well as its fire hoists and ladders.  In short, the company wanted to learn how it measured up against the competition and how it could increase its market share.  A two-pronged approach was used to determine customer needs and satisfaction as well as market opportunities.  First, a customer value analysis was used to determine how MSA was positioned in the minds of U.S. law enforcement customers.  Then the team surveyed purchasers of soft armor vests to understand the buying process, consumer preferences and desired attributes and featured. The findings led to a specific action plan that helped the product line double in sales, from $500 million to more than $1 billion.

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