Brand Awareness Survey
Telephone Surveys & Online Research Surveys
Want to know if anyone actually recognizes that new logo you spent a year developing? Are you curious how customers react to your new ads? Do you know how well your target audience associates your products with your company name? The results of a Brand Awareness Survey can shed light on how people respond emotionally to your presence in the marketplace.
Uncovering information that has the power
...to connect corporations with their customers.
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Brand Awareness Survey
Brand awareness goes beyond a customer's ability to recognize your brand and associate it with a particular product. It also spans the range of emotions or perceptions associated with a company or product. Our brand awareness surveys provide valuable intelligence about your company's marketing presence and the strength of your brand recognition.
After spending months or years developing and introducing products and services to the marketplace, it is tempting to declare "mission accomplished." However, inaction at this point is misguided. Follow-up with a brand awareness survey can reveal much about the strengths and weaknesses of your products, services, and your company itself, information that can be used to leverage your brand strengths against your competitors' weaknesses. That information includes:
- The market's "top of mind" brand
- Which attributes you "own" and which the competitors own
- Customer perceptions about how your brand compares to the competition
- Who your prospects are working with, and why
At Direct Opinions, each brand awareness survey is tailored to your specific information objectives. Want to learn more? Read on for more information about our methodologies, solutions, and case studies. Or contact us for a quote on a brand awareness survey.
Brand Awareness Survey Methodologies
Brand awareness is essential to the survival of your business, but choosing among the many ways to collect that kind of information can be bewildering. The success or failure of surveying customers relies on knowing not only which questions to ask, but which survey strategy is best given your unique situation. We have the real world business experience to recommend the right survey to best determine how strongly your customers associate your brand with your company, products and services.
Here are six important factors to consider as you develop a methodology for your brand awareness surveys:
Who should you survey and how many surveys should you conduct? What age groups, geographical regions, job titles, or income ranges do you want to gather opinions from? If you are researching healthcare topics, for example, the outlook of the retired set will be much different from that of young parents. And how large of a sample size do you need to get an accurate picture of each group?
How should you contact people? Brand awareness studies are commonly conducted using face-to-face interviews or via phone, mail, or online surveys. Face-to-face interviewing can be expensive to conduct, often including travel expenses and fees or perks for customer participation. Online surveys limit the participation of older adults, however, and mail surveys generally produce a poorer response rate. For these reasons, and because we believe it gets directly to the voice of your customer, our preferred method is telephone surveys. The personal interaction provides a special touch that can separate you from your competition and generates the highest level of customer relationship insight in a timely manner. Telephone surveys provide the opportunity to have a conversation with people versus simply conducting a survey.
Are you looking for feedback and ideas, or measurable data? Qualitative surveys tend to be used to collect thoughts and ideas about your products, services, and presence in the marketplace, and typically feature open-ended questions directed at smaller numbers of people and in focus groups. Direct Opinions brand awareness surveys typically focus on gathering quantitative information from larger groups, giving you perspective, benchmarks and direction for measurement of the topics you are interested in.
When and how often should you conduct a brand awareness survey? When you are introducing a new product or service? When your competitors are introducing a new product or service? When you are launching a new marketing or advertising campaign? When you are looking to break into a new market? After your customers have utilized a new product or service?
What exactly do you want the survey to accomplish? Your survey of brand awareness should produce data you can take action on -whether it's knowing what markets to target, gauging market share for new or existing products, what advertisement or marketing strategy had the greatest impact. We have extensive experience with both concise and complex analytics and can help you create a survey solution that will reveal patterns from which you can develop strategy and recommendations to drive customer loyalty and increase your profits.
Which type of brand awareness survey should you use and how should the questionnaire be designed? Understanding the objectives of your brand awareness study and how the information will be used by your company allows us to better help you design the best survey methodology, and ensure that your information objectives are achieved. We can assist you in determining the ideal length, question order, and rating scales for the questionnaire, and in phrasing questions that will generate responses that translate into actionable reporting and analysis.
At Direct Opinions we tailor each brand awareness survey to your information objectives and use custom, not canned, presentations that accurately capture the voice of your customer. The results of your survey will provide data that will help your business grow.
Brand Awareness Overview Case Study
Background: A worldwide manufacturer of products for residential, commercial construction and industrial markets wished to conduct a brand awareness survey to establish a baseline platform to measure where the company's brand perception was currently among key market segments and where it needs to be in the future relative to its brand positioning.
Project Overview: A random-sample telephone survey methodology was used as the data-gathering tool for this study. Direct Opinions' interviewers placed calls to commercial, residential and DIY consumers and completed over 500 surveys. The survey instrument consisted of approximately 35 questions, most of which were closed-ended. The survey did incorporate several open-ended questions for more in-depth feedback.
Results: As the foundation for this brand awareness survey, the first question evaluated top of mind (1st Response), unaided awareness for this organization and its' key competitors. Another goal of the survey was to conduct a brand/price study determining what key constituents would pay for various products and brands and to gain insight on the perception of the company's products, quality, price, service, and delivery, packaging and sales process.
This initiative was developed to accommodate for future benchmarking purposes so that the company can consistently evaluate and measure shifts in brand awareness from year to year. The information gathered in the study was used to develop and prioritize product marketing strategies and to develop and execute a brand strategy.
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