Brand awareness research.

A brand plays a role of a company's business card, which enables the identification of its products, guarantees their quality, and also arouses customers' interest. Due to its identification aspect, a brand plays an extremely important role in the process of product selection and purchase, where it, along with price, constitutes the basic factors influencing consumer buying behavior.

Measuring brand awareness:

Brand awareness can be measured using the following indicators:

Spontaneous awareness
- shows the percentage of respondents who indicated a given brand spontaneously (without prompting from the interviewer)
Assisted awareness
- allows to determine the percentage of respondents who indicated the surveyed brand from a list of brands classified in a given industry.
Top Of Mind (TOM) awareness - indicates the percentage of respondents who spontaneously indicated the surveyed brand in the first place.
Net Promoter Score (NPS)
- a measure used to access the level of customer loyalty to a particular brand. The nature of this indicator allows for comparison of obtained data received within a specific segment, both on the local and global market.
SOW (Share Of Wallet)
- the so-called share in the customer’s wallet/basket; this indicator allows to visualise the level of customer loyalty towards a given brand along with determining their purchasing potential. However, in the case of SOW, there is a requirement for conducting systematic research on numerous research samples.
CSI (Customer Satisfaction Index)
- a customer satisfaction indicator; it allows to measure both customer expectations and their satisfaction with the products of a particular brand.

Benefits of the research.

Verification of the level of brand awareness among the target group of buyers;
Possibility to verify the level of customer loyalty to a particular brand;
Determination of the level of customer satisfaction;

Marketing Research

Possibility to identify directions for brand development;
Enables adjustment of the marketing strategy to meet the expectations of brand product buyers;
Knowledge of expectations of both current and potential customers.

Public Opinion Survey

Brand awareness research can be conducted through:

Telephone interviews
(CATI)

Internet-based surveys
(CAWI)

In-person
interviews
(FGI/IDI)

Paper-based
surveys
(PAPI)

Computer-assisted
personal interviewing
(CAPI)

For offer presentation, please contact us

Dr Monika Jaremków

Dr Monika Jaremków

Director of research

badania@biostat.com.pl
Tel.: +48 534 702 007

Frequently asked questions.

Is brand awareness important?

Brand awareness is particularly important when it comes to FMCG products, which are fast-moving consumer goods. A consumer's good knowledge of a brand shortens their decision-making process, which encourages them to make faster purchases through a system of positive associations.

What important features should a good brand include?

Identification - it is important for a good brand to stand out among similar brands in the market.
Promotional - a brand should attract consumers and serve as an incentive for purchases.
Guarantee - it is essential for a brand to assure its customers of high-quality products.

Is brand awareness research time-consuming?

It all depends on the complexity of the questionnaire and the sample size. A big advantage in this regard is research conducted using online survey techniques, as they can be completed in just a few days.

What data can I obtain after conducting research?

After completing the research, our researchers provide clients with a database of responses in Excel format, and upon request, they can also provide summaries along with charts.

Furthermore, upon prior request, it is possible to prepare a research report with conclusions and research recommendations. All details related to the provision of specific data are agreed upon before the start of the project.

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