What are the key metrics to consider when evaluating brand perception in market research?

Here are additional methods and strategies to enhance brand awareness assessment and improvement: - Utilize digital tools and analytics to track online mentions and the spread of your brand across social media platforms. - Consider employing brand tracking studies over time to measure awareness and see trends in brand recognition and recall. - Implement Google Analytics to monitor website traffic from branded searches, which can indicate how often people are searching for your brand. - Engage in strategic partnerships and sponsorships to increase brand visibility across different audiences and sectors. - Leverage retargeting advertising campaigns to reinforce brand recognition among users who have previously interacted with your brand.

If we survey Indian consumers with "Name 3 brands of health-focused biscuits", how frequently does the name of a particular brand come up? Do they immediately recall it (unaided), or only when presented with a list (aided)?

Brand perception in market research involves evaluating key metrics such as brand awareness, brand image, brand equity, share of voice, customer satisfaction, perceived quality, brand differentiation, and purchase intent. These metrics provide insights into consumer perception and help assess brand performance, enabling informed decisions to strengthen brand strategy. Tailoring measurement approaches to specific industry and market contexts is recommended.

What words or feelings come to mind with a particular brand of biscuits? Do words like "healthy", "fiber", "reliable", or "boring", "bland" dominate? This tells us how consumers perceive the brand.

Let's say XYZ is a brand in the category of health-focused biscuits. What percentage of customers repeat their purchase within a set timeframe? How long is the average customer relationship? Are there hardcore fans who consistently buy vs those who try once?

In blind taste tests, how do XYZ biscuits fare against similar health-focused competitors? Do consumers rate them as tastier, blander, etc.? Is packaging considered high-quality?

Ask consumers to map XYZ against competitors on a chart with axes like "healthy vs indulgent" or "affordable vs premium". Where it lands shows how distinct it is in the market.

NPS is used as a measurement for many customer or guest service related businesses. However, the results can be biased when a customer/guest is encouraged by the service personnel to give a score of 9 or 10 as many bonuses are tied to a high NPS scores. Therefore, mystery shoppers are still being used to audit such practices.

How likely are XYZ customers to recommend them to friends? Analyzing those 'whys' behind the NPS scores might reveal if it's about taste, health focus, or something else entirely.

When evaluating brand perception in market research, it’s crucial to look beyond traditional metrics and delve into the emotional resonance of your brand. Beyond standard measures like brand awareness and reputation, consider metrics that capture sentiment, such as emotional connection, brand loyalty, and the alignment of brand values with consumer beliefs. These metrics provide deeper insights into how your brand is perceived and can guide strategic decisions to strengthen your brand's position in the market.