Research on brand awareness
A brand serves as a kind of business card for a company, enabling the identification of its products, guaranteeing their quality, and sparking customer interest. Due to its identification aspect, a brand plays an extremely significant role in the selection and subsequent purchase of a product, where it, along with the price, constitutes the fundamental factors influencing consumer buying behavior.
Measurement of brand awareness
Brand awareness can be measured using the following indicators:
– indicates the percentage of respondents who spontaneously mentioned a particular brand (without prompting from the interviewer).
– allows determining the percentage of respondents who mentioned the surveyed brand from a list of brands classified within a specific industry.
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TOM (Top Of Mind) awareness
– indicates the percentage of respondents who spontaneously mentioned the surveyed brand in the first position.
– a loyalty indicator for a brand's customers. The nature of this indicator allows for comparing data within a specific segment, both in the local and global markets.
– the customer's share in the wallet/basket; this indicator illustrates the level of customer loyalty to a particular brand, along with determining their purchasing capabilities. However, in the case of SOW, there is a requirement for conducting systematic research on numerous research samples.
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CSI (Customer Satisfaction Index)
– a customer satisfaction indicator; it allows for measuring both customer expectations and their satisfaction with a brand's products.
Benefits of conducting the study.
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Verification of the level of brand awareness among the target group of buyers.
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The possibility of verifying the level of customer loyalty to a particular brand.
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Determination of the level of customer satisfaction.
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The ability to identify directions for brand development.
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Enables adjusting the marketing strategy to the expectations of product buyers.
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Understanding the expectations of both current and potential customers.
- Brand awareness research is often conducted before building a marketing strategy. It allows activities to be planned accordingly. However, it is important to remember to correctly select the target group of the study; it should be appropriate for the brand. The next step is to choose the methods that will enable us to achieve our goal - explains Dr Monika Jaremków - R&D Director at the Biostat Research and Development Centre.
See also: Brand research
Brand awareness studies can be conducted through:
Telephone surveys (CATI)
Online surveys (CAWI)
Focus Group Interviews/In-Depth Interviews (FGI/IDI)
Paper surveys (PAPI)
Computer-Assisted Personal Interviews (CAPI)
For inquiries about our services, please contact:
Bartosz Olcha
RESEARCH DIRECTOR
bsp@biostat.com.pl
Tel.: +48 666 069 831
Check out sample projects. Case study: "Brand image research."
