To assess the market’s awareness and perception of Heesen, and quantify the emotive values attached to Heesen, The Superyacht Agency collated quantitative and qualitative data from a broad spectrum of the superyacht industry: from superyacht owners and owners’ representatives – the summit of the decision-making chain – to the market’s most influential stakeholders - captains, surveyors, sales brokers, and media influencers.
The research process examined a) the market’s awareness and perception of the Heesen brand and its fleet portfolio, b) the emotional value the market has attached to Heesen, quantifying this in the context of the wider new-build market, c) Heesen’s current level of market exposure within the superyacht sphere and how this has evolved, d) how the Heesen brand performs against competitors in key market segments.
The Superyacht Agency proposed a thorough analysis, meeting the objectives outlined herewith.
