How is your brand recognised against others within your industry?

Brand awareness research is a great tool for gathering insight into how your customers, and potential customers, view your brand against others that offer the same products or services.

Competitor research

Brand Research

The key to conducting successful brand awareness research is selecting the right panel of participants. Using customers who are loyal to your brand and purchase your products or services regularly, won’t produce the desired outcome for this type of research. Ideal participants are those that have little to no interaction with your brand.

To support with this, there are many research agencies who have their own panel of participants, across different customer demographics, that can get involved in different research studies.

Once you have selected your panel of participants, the next step is to design the structure of the brand research focusing on prompted and unpromoted awareness.

Starting with unprompted awareness, ask your panel of participants to list the brands they are aware of that operate within your industry, in the order that they come to mind. This identifies if there is a common theme of which brands come to mind first. Once your participants have written down this list, move straight onto prompted awareness.

Looking at prompted awareness, provide your participants with a list of brands within your industry and ask them to select which ones they are aware of, and then ask them to list those brands in order of familiarity.

These core elements will then drive the panel discussion focusing on areas such as, which brands they are most familiar with, why did they select those brands, what do those brands offer that other brands don’t? Really focusing on this feedback and digging deeper into the participants responses will allow you to identify common themes and what people prefer about different brands, which drive their buying habits.

Talk to one of our Research Consultants to find out how My View Research can design a bespoke brand research study for your business. To find out more about our research solutions, visit www.myviewresearch.com

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