One of the best ways to gauge how recognizable and distinguished an organization is among a target market is through brand awareness surveys.
Every successful brand reaches that threshold where it starts becoming top-of-mind among its target audience.
Your products or services are defined, your reputation is expanding, and there is a strong foundation for your business. Once you feel like you have an established brand, where do you go from there?
If one of your goals is continued growth, your company should consider monitoring its brand awareness. Making this effort will provide a reliable way to see your brand’s position in the market as well as the true impact of marketing strategies.
In this blog post, our brand awareness research firm will give an overview of this type of survey and what you can expect from conducting one.
Want to skip the recap and contact our team to conduct a brand awareness survey? We can help with that too. To contact Drive Research, fill out the form on the left sidebar or email firstname.lastname@example.org.
What are brand awareness surveys?
A brand awareness survey is a type of market research study that measures and assesses awareness, perception, and brand equity.
These types of online surveys are used by known brands in the market to help make decisions on their brand strategy and marketing efforts.
Here are some typical questions you might ask in a brand awareness survey:
- When you think of [Insert relevant industry] brands, what comes to mind first? (Unaided Awareness)
- Which of the following brands are you aware of? (Aided Awareness)
- What is your perception of each of the following brands?
- Which of the following brands have you used in the past year?
- When you see or hear [Insert your brand], what is the first word or phrase that comes to mind?
- Which of the following words best describe how you feel about [Insert your brand]?
Another name for a brand awareness survey is an image and awareness (I&A) survey. I&A studies are identical but may be the more familiar term in some circles.
What is the process of brand awareness surveys?
Step 1. Kickoff Meeting
Once you have expressed interest in sponsoring a brand awareness survey and partnered with a market research firm, the first official step is usually a kickoff meeting.
This step is focused on defining the objectives of the study and mapping out the project timeline.
Step 2. Survey Draft
Next, your company can expect to receive a survey draft covering the key elements of a brand awareness study plus any custom secondary objectives.
After your company is happy with the survey, the market research firm will program it into an online survey format and administer quality assurance testing.
Step 3. Survey Fieldwork
Next, the market research firm will share the survey with target respondents to obtain the most accurate possible measurement of brand awareness in the market.
This is a critical step, as distributing the survey to the wrong audience will render the awareness data useless.
The market research firm will then run quality checks to ensure the integrity of the survey data and remove bad cases.
Step 4. Survey Analysis
Finally, the analysis and reporting stage begins in which insights and recommendations are assembled for your company. You can expect a debrief of the results after the report is delivered.
Are you still searching for a market research partner? Read about what to expect from a research proposal here.
What are the deliverables of a brand awareness survey?
With a brand awareness survey study, your company would likely receive a number of materials from a market research company like Drive Research.
The featured deliverable would be a comprehensive market research report.
This document should include:
- Background and methodology
- Executive summary of findings
- A detailed breakdown of data from each question in the survey
Also included should be a raw data file with all survey responses. This allows your company to dig into the details or even conduct further analysis.
Drive Research is a national market research company in New York. Our team has experience with dozens of successful brand awareness studies for clients of all industries. Check out our market research services.
Ready to contact our team? Here are 4 ways to reach us:
- Message us on our website
- Email us at email@example.com
- Call us at 888-725-DATA
- Text us at 315-303-2040
As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology.
Learn more about Tim, here.