Brand surveys are a great method for companies to measure their awareness and understand their performance on the market.
How to create an excellent brand awareness survey
Awareness and brand performance can be quite hard to quantify. That's why brand surveys must be structured clearly and logically to minimize the confusion consumers might have.
Some brands want consumers to recognize and choose their products over other competitors. Still, the questions' structure should stay neutral to keep all the brand names in the same position,
Most of the time, brand awareness surveys start with an open-ended question asking people to identify brands that create a specific category of products. Allowing customers to list brands and products before seeing questions about logos offers a more clear portrayal of their ability to tell who is in the market. Open-ended questions provide a non-leading path for people to recall whatever comes to their mind when asked about a product category.
Brand awareness surveys can include media such as logos recognition or association, ads, etc.
A survey aims to target the audience for a brand and determine how significant the marketing efforts are. The targeted audience can be broad or vary depending on the size and budgets of the brand.
Tips for creating a brand awareness survey
- Open with credentials. Think of it as an introduction to the survey to build the confidence of the participants.
- Explain what you are looking for and let them know that their answers and personal data remain confidential.
What should a brand survey cover
- The company that conducts the survey
- The primary purpose of the survey
- Relevant instructions
What should you consider when performing brand surveys
- Categorize the questions. For example, if you survey drinks, you can categorize your items from drinking habits, taste preferences, the price they are willing to spend, etc. Each category contributes to the purpose of the survey and contains multiple questions.
- Discourage neutral answers. These answers are vague and have little to no value for business research. So, it's your job to create questions that can minimize these kinds of neutral responses.
- Test the survey before publishing it to eliminate any errors. Test the survey to see how much time it takes to complete it, to see if the questions are clear enough, etc.