National Lawn Care Growth Research MMR Study Objectives
A lawn care and horticulture company engaged MMR Strategy Group to estimate the lawn service market and its brand’s market share and size, as well as identify consumer segments in the market. We measured the markets for tree and shrub care and horticulture, pest control, and irrigation, independently and against competitors who offer similar services under one umbrella.
Survey Modes and Methodologies
MMR Strategy Group conducted market-level analysis to determine the market for the client’s services, then studied the client’s market share and size across tree and shrub care, pest control, horticulture, and irrigation. Then we measured for cross-selling opportunities, surveying customers of our client who use bundled services that may or may not include one or more of our client’s services. We used a quantitative online survey of over 2000 consumers nationally to conduct combined segmentation studies, identifying core beliefs underlying the consumer preferences and behaviors across markets in these categories.
MMR Strategy Group Findings and Implications
MMR Strategy Group’s research findings included measurements of consumer relevance, emotional engagement, purchase behavior, and our client’s pricing recommendations. Our report identified the client’s main competitors, the motivations of consumers across categories, and awareness of the brand. We delivered strategic suggestions for leveraging the client’s existing products in different markets and identified three areas of potential growth. The research revealed the client’s best opportunities, depending on client segment, and helped develop appropriate messaging for its target segments. This resulted in a significant improvement in the client’s marketing budgets and efforts.