What are the best ways to analyze brand perception with your questionnaire?

In measuring perceptions 3 key factors need to be considered in developing the best question in my experience 1) the competitive context of the question - who,how many , category etc 2) the depth required - unaided, scale , check, correlation etc 3) the time restrictions of the study in question that you can dedicate to this exercise

Measuring brand perceptions needs a clear understanding of the current brand position, what consumers need, and where competitors stand. Also, brand perceptions should be tracked long-term as permanent positive brand outflows require time and may not be reflected by short-term marketing activities. A research questionnaire can cover: 1. Cognitive Perception: Concepts/associations that a customer makes with your brand. 2. Emotional Perception: Gauge the emotional connection a customer feels with the brand. 3. Brand Recall: Likelihood of customers remembering your brand. 4. Brand Identity: The relevant brand elements that stands apart from the competitors, 5. Brand Image: Customers’ perception of your brand based on previous interactions.

Analyzing brand perception through a questionnaire is an art and science. Start by defining clear metrics: brand awareness, loyalty, and perceived quality. Craft questions that resonate with your audience's experiences and emotions. Don't just ask what they think; probe into why they feel a certain way. Use a mix of quantitative and qualitative questions to gain a holistic view. Remember, the best insights often come from open-ended questions where customers share stories and experiences. Analyzing these responses is key to understanding the deeper sentiments behind the numbers. And always, keep evolving your questionnaire with the changing perceptions and trends.

In my approach, I combine direct interactions with customers, and surveys to gather both quantitative and qualitative insights. Social media listening is a crucial part of my strategy, as it reveals real-time public sentiment. I also keep an eye on competitor analysis to gauge where my brand stands in the market, revealing areas for improvement and strengths to capitalize on. Tools like the NPS are invaluable for understanding the emotional connection customers have with our brand and their likelihood to recommend us. Additionally, conducting a thorough brand audit, encompassing a review of all marketing materials, website, and customer service interactions, may help understand how the brand is being presented and perceived.

This is where Marketing people always get confused and lose interest, right? Every time a researcher starts talking statistics, everyone wants to fall asleep hahaha. Simply put, you need statistics to know how one number relates to others. Something as “simple” as the people who say they were interested in your product are ALSO all between 25 and 30 years old. That’s the info you want to get :) and statistics is the means to do it. Just leave it to your researcher, if theyre good they will know how to get this insights.

In my experience these are the most helpful questions to ask. This is the perfect way to identify white spaces, not just for you but for your competitors as well. With this info you can more clearly state your differentiator and grow from there!

In my experience, the most useful way to summarize comparative evaluations of Brands across different attributes is by means of a Perceptual Map. Depending of how evaluations are requested in the questionnaire, you can use appropriate dimension-reduction techniques, like PCA, MDS, Discriminant Analysis, or Correspondence Analysis. This goes way beyond a mere visualization achieved with simple visualization techniques, and the resulting perceptual map will be useful to develop the Brand's Positioning Strategy.

Well-Designed Questionnaire: Balanced Questions: Include a mix of open-ended and closed-ended questions. Closed-ended questions provide quantitative data, while open-ended questions offer qualitative insights. Likert Scales: Use Likert scales for questions about attitudes and opinions, as they allow for nuanced responses. Brand Attributes: Include questions that specifically address the key attributes of your brand as perceived by the audience, such as quality, reliability, customer service, etc.

I love all the insights into advanced analysis methods, but don't forget that your respondents are people too! Throw in some questions that are more engaging or interactive, use emoji's as options for responses or ask the fun "if these brands were animals" questions. A great method for getting some qualitative insight via a survey is Online Metaphor Elicitation. This will add some color and nuance to brand perceptions that you won't otherwise get in a standard survey.