Ekornes is the largest furniture manufacturer in Norway and owns the brand names Ekornes and Stressless. The company is best known for Stressless chairs in the US market. Products are manufactured in Norway and marketed globally. While they marketed Stressless branded products in the US and throughout Canada, they embarked on a more focused marketing effort and engaged The Blake Project for help. They chose 7 US markets to focus on building the Stressless brand. They increased the levels of media and advertising spend in each of these markets to build brand awareness, increase market share and increase sales per PSH (Potential Stressless Households). In preparation for this market focus, they wanted to benchmark brand awareness and perceptions, purchase decision making process, barriers to entry and competitive threats. We are repeating this study for them yearly.