Industry overview
What is shaping floral
Flowers are bought for occasions, gifting and decoration, through florists, gifting platforms and street vendors. Freshness and delivery reliability are everything.
- Gifting occasions drive demand peaks
- Online gifting platforms are growing
- Growers need better access to markets
Client background
A floral services company, working in Kuala Lumpur & Penang, Malaysia. Client identity is withheld to protect confidentiality.
- Organisation
- A floral services company
- Sector
- Floral
- Team engaged
- Market Research
- Services
- Business panel, Lead generation, Quantitative research
Client challenge
The company supplied flowers for weddings and private events and wanted to build steadier revenue from corporate clients, such as weekly reception arrangements and event décor. It did not know how offices bought these services or what they valued in a supplier.
Research objectives
- Deliver on the brief: understanding demand for corporate floral services.
- Understand the views, needs and behaviour of office managers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 300 office managers.
- office managers300
Audiences we typically reach in floral
Gift buyersFloristsFlower growersEvent plannersCorporate gifting buyers
Geographic coverage
Coverage: Kuala Lumpur & Penang, Malaysia. Market: Malaysia.
- Malaysia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Office manager survey
- 3Lead campaign
- 4Insight
We surveyed office, facilities and events managers at companies in Kuala Lumpur and Penang about current floral spending, suppliers, budgets and frustrations, in English, Malay and Mandarin. The findings shaped a targeted LinkedIn and email campaign offering a free first arrangement, with leads tracked in a CRM.
Business panelLead generationQuantitative research
Sampling strategy
- office managers
- 300
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Managers valued reliability and consistent quality more than price, and many were unhappy with suppliers who missed deliveries.
Reliability, not creativity alone, won recurring corporate business.
Recommendations
- Build on the core insight: reliability, not creativity alone, won recurring corporate business.
- Focus effort where the evidence was strongest: managers valued reliability and consistent quality more than price, and many were unhappy with suppliers who missed deliveries.
- Re-measure after the changes to confirm the effect.
Business impact
- The campaign generated meetings with qualified companies, and the company signed several weekly contracts within the first quarter.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do growers need?
Client identity is withheld to protect confidentiality.