Brand awareness research.
The brand is a sort of corporate image, that makes it possible to identify its products, guarantees their quality and also arouses customers’ interest. Due to its identifying aspect, the brand plays a significant role in the process of selecting and then buying the product. The brand, along with the price is a basic factor influencing consumer purchasing behaviour.
Measuring
brand awareness:
Brand awareness can be examined using the following rates:
-
Spontaneous awareness
- shows what is the percentage of respondents that indicated a given brand spontaneously (without any hints from the interviewer) -
Aided awareness
- allows determining the percentage of respondents that indicated the brand examined from the list of various brands from a given industry. - Top Of Mind awareness – shows the percentage of respondents who spontaneously indicated the examined brand in the first place.
-
Net Promoter Score
- this rate is used for estimating the level of customer loyalty of a given brand. The nature of this rate allows comparing the data received within a specific segment, both, in the local and global market. -
SOW (Share Of Wallet)
- so-called share in the customer’s wallet/cart; this rate allows to visualise the level of customer loyalty towards a given brand along with determining their purchasing possibilities. However, in the case of SOW, there is a requirement to conduct systematic examinations on a large number of research trials. -
CSI (Customer Satisfaction Index)
- customer satisfaction rate; it allows, both, to measure the customers’ expectations, as well as their satisfaction with products of a given brand.
Benefits
of the research.
- Assessment of the level of brand awareness by the target group of buyers;
- The ability to verify the loyalty level of customers of a given brand;
- Determination of the level of customer satisfaction
- The opportunity to determine the direction of the brand development
- Allows to adjust the marketing strategy in terms of the buyers’ expectations towards brand products
- Knowledge on the expectations of, both, current and potential customers.
Brand awareness research
can be carried out by the use of:
Computer-assisted
Telephone Interview
CATI
Telephone Interview
CATI
Computer-assisted
Web Interviewing
CAWI
Web Interviewing
CAWI
Group/Individual
interviews
FGI/IDI
interviews
FGI/IDI
Paper-and-Pencil
Interviewing
PAPI
Interviewing
PAPI
Computer-assisted
personal interviewing
CAPI
personal interviewing
CAPI
For offer presentation,
please contact us
