MEVACO is a leading supplier of perforated sheet-metal used across a wide range of applications — from façade cladding to railings, from industrial use cases to privacy solutions. To be found online — especially within emerging AI-powered search environments — a clearly defined profile with distinct application scenarios is essential. Perforated metal is typically a solution to a specific problem, not an end in itself. For MEVACO, the key question was therefore: Which use cases and contexts should we prioritize? What topics generate the strongest interest and activation around perforated metal? Traditional market research quickly reaches its limits in this context due to the sheer number of potential application scenarios. This is where NEUTRUM provides the answer.
The NEUTRUM Topic Navigator scanned several years of publicly available online content related to the topic — including journalistic media, social platforms, online portals, and review sites. Using our proprietary language model, it identified the contexts in which perforated metal truly becomes relevant and which aspects generate the strongest engagement. Based on these insights, NEUTRUM created a comprehensive map illustrating how the German public perceives the topic landscape. In addition, the NEUTRUM Market Check analyzed the demand intensity of the identified themes and provided forecasts on their future development.
The analysis provided MEVACO with data-driven transparency across the entire topic universe surrounding perforated metal products for the first time. It enabled a precise understanding of the specific problems for which customers most strongly perceive perforated metal as a solution — and what truly matters to them in that context. For example, the company discovered that in the private sector, perforated metal is perceived far more as a security and privacy barrier than as a design feature or railing element. For each identified aspect — such as perforated metal as a privacy solution for enhanced seclusion — NEUTRUM clearly demonstrated the contexts in which the topic becomes relevant (e.g., garden design), as well as where and how customers seek information about it. Based on these insights, MEVACO was able to adapt its product content — including its webshop — to ensure significantly better visibility in search results and stronger recommendations by AI-driven chatbots. Beyond this original objective, MEVACO further refined its overall positioning and customer engagement strategy based on NEUTRUM’s insights, ultimately leading to increased marketing efficiency.
German