Delivery of a comprehensive report with valuable insights on barriers to penetration, competitive landscape, decision makers in the US, brand awareness, hidden motivators, decision drivers and information sources. Report included a series of graphs and analytics covering What Customers Want (WCW), Value Drivers, Awareness & Perception models. A reasonably good reaction to value concept was discovered but findings showed that the viable segment was small, already competitive and potentially contracting services elsewhere. Strategic recommendations were made to market aggressively, focus on specific segments, exploit weakness in customer service, evaluate oil sample price points and invest in training and education to convert the undecided audience.