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Last updated on 2024年5月24日

What are the best ways to measure brand perception through market research studies?

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Understanding how consumers view your brand is crucial for your business's success. Brand perception can influence customer loyalty, market positioning, and overall profitability. Through market research, you can gather invaluable insights into what people think about your brand. This article will explore the most effective ways to measure brand perception, ensuring that your strategies are informed by solid data and genuine consumer sentiment.

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Mohammad Abbasi

SEO Specialist - Front-End Developer 20X ??Linkedin Top Voice Badge in SEO , Digital Marketing | Front-End | Real…
Jean-Philippe Galan

Full Professor of Marketing - AI & Market Research, Quantitative & Qualitative methods in marketing and consumer…
Michelle Pontes

Business Development | Visual Identity | Consulting & Services

1 Surveys & Polls

Surveys and polls stand as a cornerstone in market research for gauging brand perception. They offer direct feedback from consumers about their thoughts and feelings towards your brand. By carefully crafting questions that range from open-ended to scale-based ratings, you can obtain both qualitative and quantitative data. This method allows you to tap into the consumer psyche and understand the reasons behind their perceptions, providing a clear picture of where your brand stands in their minds.

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Mohammad Abbasi

SEO Specialist - Front-End Developer 20X ??Linkedin Top Voice Badge in SEO , Digital Marketing | Front-End | Real Estate and ...
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1.Targeted Surveys:Craft surveys with specific questions to understand customer thoughts on your brand's attributes, values, and messaging. Tools like Qualtrics offer options for both quantitative (multiple choice) and qualitative (open-ended) data to capture a holistic view. 2. Social Media Listening: Track online brand mentions using platforms like Brandwatch. This allows you to see how people discuss your brand organically, revealing unfiltered sentiment and emerging trends. 3. Brand Audits:Conduct a comprehensive analysis of your brand identity and how it's perceived by internal and external stakeholders. This helps identify areas of misalignment and opportunities for improvement.

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Jean-Philippe Galan

Full Professor of Marketing - AI & Market Research, Quantitative & Qualitative methods in marketing and consumer behavior, Social Marketing, Wine Tourism, - IAE Bordeaux - University School of Management
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The accessibility of surveys & polls is just as important as the quality of the questions. It is important to have a responsive design for your questionnaire because today a majority of people use a smartphone to respond. Therefore, you must ensure that your CSS code allows for proper display. Furthermore, it is essential that your questionnaire be hosted on a site with an SSL certificate (URL starting with https:// and not https://) otherwise owners of recent smartphones will not even be able to access your questionnaire due to security settings.

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Fabienne Sch?fer

Communication is key | Marketing Allrounder | Zielgerichtete Marketingstrategien | After Work Social Club
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Umfragen und Abstimmungen bieten eine direkte M?glichkeit, die Meinungen und Einstellungen deiner Zielgruppe zu erfassen. Zum Beispiel k?nntest du, je nach Zielgruppe, eine Umfrage auf Social-Media-Plattformen wie LinkedIn oder Instagram durchführen, um die Meinungen Ihrer Follower zu einem bestimmten Thema oder Produkt zu erfahren. Diese Daten k?nnen wertvolle Einblicke liefern, um Ihre Markenwahrnehmung zu verstehen und zu verbessern und so eine dauerhafte User Centricity gew?hrleisten. Hierbei eignet es sich besonders Marken-Assoziationen abzufragen, um die Markenpositionierung zu sch?rfen.

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2 Social Listening

Social media platforms are where conversations happen, and social listening is like having your ear to the ground. By monitoring mentions of your brand, industry keywords, and competitor activities, you can gain insights into the public sentiment. It's not just about counting likes or retweets; it's about analyzing the tone and context of the conversations to understand how your brand is perceived in the unfiltered public arena.

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Michelle Pontes

Business Development | Visual Identity | Consulting & Services
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...and to add to this, social listening focus should be to inform product development and positioning. This is a great way to refine your offerings.

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Fabienne Sch?fer

Communication is key | Marketing Allrounder | Zielgerichtete Marketingstrategien | After Work Social Club
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Um maximalen Nutzen aus Social Listening zu ziehen, ist klare Definition der Zielgruppe entscheidend. Digitale Interaktionen wie Erw?hnungen und Empfehlungen bieten wertvolle Einblicke in Kundenbedürfnisse und Trends. Frühzeitige Identifikation potenzieller Probleme erm?glicht schnelle Reaktionen zur positiven Beeinflussung der Markenwahrnehmung. Zudem l?sst sich aus den Diskussionen ableiten, was dem Nutzer besonders wichtig ist und welche Werte in der Kommunikationsstrategie von zentraler Bedeutung sind, um die Markenwahrnehmung positiv zu beeinflussen bzw. zu festigen.

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3 Focus Groups

Focus groups bring together a small, diverse group of individuals to discuss their perceptions of your brand. This controlled setting allows for in-depth discussions and can uncover nuanced opinions that surveys may not capture. The dynamic nature of focus groups can lead to a deeper understanding of consumer attitudes and the factors influencing their perceptions, making it a powerful tool for measuring brand sentiment.

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Edward T. Parrack

Founder at NOW Applied Imagination LLC
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Look elsewhere for the flaws of focus groups: Heisenberg effect. Moderator bias. Screening flaws. High cost of geographic dispersion. Yes, groups can be thought provoking, but much more useful information can be gained from in depth multi-day individual ethnographies. And now that such can be conducted virtually, ethnographic costs are much more affordable. In our experience, the Alpha - and perhaps originator - in this space is The Low Down Company. Founder: James Mairs. He’s on LinkedIn. And you’ll see his spectacular client list.

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Fabienne Sch?fer

Communication is key | Marketing Allrounder | Zielgerichtete Marketingstrategien | After Work Social Club
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Fokusgruppen bieten die M?glichkeit, tiefergehende Einblicke in die Wahrnehmung deiner Brand zu erhalten. Besonders im frühen Stadium z.B. bei Neueinführung eines Produktes, ist es wichtig immer wieder die Meinung seiner Zielgruppe einzuholen, um bestm?glich auf den Customer Need einzugehen. Die Gruppe sollte aus Personen mit unterschiedlichem Hintergrund und Meinungen zusammengestellt werden, um detaillierte Feedbacks und Einsichten zu erhalten, die dir helfen, deinen Brand Messages and Brand Strategien zu verfeinern. Hieraus lassen sich wunderbar verschiedene Persona ableiten, die in der Kampagnen- und Strategieerstellung eine zentrale Rolle spielen.

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4 Brand Tracking Studies

Brand tracking studies are conducted over time to monitor changes in brand perception. By consistently measuring key indicators such as brand awareness, brand loyalty, and customer satisfaction, you can identify trends and shifts in public opinion. This longitudinal approach provides a comprehensive view of your brand's health and can inform strategic decisions to enhance or correct brand image.

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Fabienne Sch?fer

Communication is key | Marketing Allrounder | Zielgerichtete Marketingstrategien | After Work Social Club
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Im einem dynamischen Marktumfeld kann man durch kontinuierliches Monitoring das Analysieren von Markenmetriken wie Bekanntheit, Image und Kundenzufriedenheit über einen definierten Zeitraum zentrale Consumer Insights gewinnen. Hierbei müssen die Metriken, die die spezifischen Ziele und Herausforderungen einer Marke widerspiegeln. Diese Daten erm?glichen es Unternehmen, Trends zu identifizieren, potenzielle Probleme frühzeitig zu erkennen und ihre Marketingstrategien anzupassen. Letztlich tragen Brand-Tracking-Studien dazu bei, die langfristige Wettbewerbsf?higkeit einer Marke zu festigen, weshalb eine Kontinuierliche Datenerfassung und -analyse relevant ist, um Ver?nderungen im Marktumfeld zeitnah zu erfassen und darauf zu reagieren.

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5 Customer Feedback

Customer feedback, whether it's through reviews, testimonials, or direct communication, is an authentic source of insight into brand perception. Paying close attention to what customers are saying after interacting with your brand can reveal strengths and weaknesses in the customer experience. This feedback is invaluable as it comes from those who have engaged with your brand and can offer specific, actionable insights.

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6 Net Promoter Score

The Net Promoter Score (NPS) is a widely used metric that measures customer loyalty and satisfaction by asking one simple question: "How likely are you to recommend our brand to a friend or colleague?" Based on their responses, customers are categorized as promoters, passives, or detractors. This score provides a clear indication of your brand's standing among consumers and often correlates with overall brand perception.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to measure brand perception through market research studies?

1

2

3

4

5

6

7

1 Surveys & Polls

2 Social Listening

3 Focus Groups

4 Brand Tracking Studies

5 Customer Feedback

6 Net Promoter Score

7 Here’s what else to consider

Market Research

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What are the best ways to measure brand perception through market research studies?

1

2

3

4

5

6

7

1 Surveys & Polls

2 Social Listening

3 Focus Groups

4 Brand Tracking Studies

5 Customer Feedback

6 Net Promoter Score

7 Here’s what else to consider

Market Research

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