Whenever your customers buy a product, read an online review or compare experiences with friends, they make judgments about your brand. You cannot control these factors. What you can control is the quality of your communication and reacting swiftly to feedback.
Brand perception surveys help you understand how your brand is perceived in the mind of your customers and prospective customers. They create an opinion of your brand and how it is considered against your competitors, as well as help you understand who your customers are and what they expect from your brand.
Brand surveys are simple and effective. Customers with an opinion (both good and bad) can respond to targeted quantitative and qualitative questions as well as using reliable metrics such as the Net Promoter Score (NPS) and Customer Effort Score (CES). Areas of focus for your brand survey should include brand awareness, brand perception and brand value.
