A corporate image study, similar to a brand equity study, measures the perception of an organization among their specific target audience.
The goal is to better understand the thoughts, feelings, and expectations of the brand among that group of targeted consumers or clients. For this reason, defining the target audience is a critical factor in the success of a corporate image study.
In this post, our market research company will discuss:
- Defining your target audience
- The benefits of a corporate image study
- The process of conducting a corporate image study
- Example questions to include in a corporate image survey
Defining your target audience
There are pros and cons to narrowing the focus of a target audience. The advantage of casting a wider net is collecting various opinions and perspectives of your organization.
However, the disadvantage of this is not being able to ask specific and narrowed questions to certain segments of your customer base.
This is primarily a disadvantage to brands that offer product lines to different groups of people. For example, a clothing company that sells to men, women, and young children.
If you would like to conduct a corporate image survey with a wide audience of people, a market research company, like Drive Research, can add additional questions to collect demographic information.
This allows our third-party research firm to showcase cross-tabulations of the data once the fieldwork is complete.
We can breakdown the data by various demographics such as:
- Income level
- Those who buy particular services/products
For example, if the survey asks all respondents "Which of the following products are you most likely to purchase?"
Our research company would be able to report that, "Millenials are most likely to buy product A, whereas Gen Z is most likely to purchase product B."
What is the process for conducting a corporate image study?
The process of conducting this type of market research is similar to other studies and methodologies.
Here is a quick outline for the stages Drive Research follows when conducting a corporate image survey with our clients.
The process beings in proposal phase where the goals and objectives of the study are defined.
After the proposal is signed off on, a kickoff meeting is held to re-confirm the details of the study, timeline, expectations, and next steps.
After the kickoff meeting, the next step is to draft the survey. Depending on the study, some surveys are considered final after one or two drafts. Other studies may take several drafts to finalize.
This step occurs once the survey is finalized. It typically takes one to two to complete.
Our market research firm also provides our clients with the opportunity to test and review the survey before it’s sent to live respondents.
Once the survey is finalized and programmed, the next step is to launch fieldwork for the study. In some cases, fieldwork can be completed in as little as 24 to 48 hours.
However, depending on how difficult it is to reach the target audience, fieldwork can take a few weeks to complete. Surveying B2B audiences tend to be more challenging than B2C audiences - here's why.
Analysis and reporting
Once fieldwork is closed, the team runs data quality checks and beings the analysis. After this, report writing begins. A topline report can be done quickly, within one to two days. A comprehensive report typically takes one to two weeks.
After the draft report is sent, the team schedules a 1-hour meeting to discuss the results, insights, and talk about the next steps.
This is an important step! Deliver insights is one thing, understanding and acting on the data is another.
Our experts like to make sure our clients are able to make data-driven business decisions - and fast.
Learn more about the market research process.
What are some example questions for a corporate image study?
Here are a few corporate image survey examples questions.
Q1: What is your perception of the following brands? Select one for each. [Randomize brand names]
Q2: What do you know about the following brands? Enter your response below. [Randomize brands names]
Q3: [Show brands respondents are aware of only] Which of the following brands have you used? Select all that apply. [Randomize brand names]
- Example brand 1
- Example brand 2
- Example brand 3
Q4: [Show brands respondents use only] How satisfied are you with the following brands you’ve used? Select one for each. [Randomize brand names]
Drive Research is a market research firm located in Upstate New York. We have helped businesses and brands from across the country conduct successful corporate image surveys. Interested in partnering with our team?
Contact us through any of the four ways below.
- Message us on our website
- Email us at firstname.lastname@example.org
- Call us at 888-725-DATA
- Text us at 315-303-2040
As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.
Learn more about Emily, here.