How can you measure brand perception effectively using market research?

Measuring brand perception requires both Qual and Quant research tailored to your brand, industry & target audience. To begin, Questionnaire has to be designed to gauge customer perception towards your brand on various factors like Quality, Innovation, customer service, cost. Use both close and open ended questions. launch a brand tracking study through CATI,.Track key metrics such as brand awareness, favorability & purchase intent, etc among your audience,conduct focus group and monitor social media activities, Include online review and feedback. Set a competition bench marking & conduct analysis, this helps to develop more effective brand positioning strategies. CSAT and IDIs should also be part of data collection for insights & analysis

In my courses and conferences, I have always mentioned that quality market research is essential. To add something more to my colleagues' contributions, I would add that brands are currently very sensitive to changes in the environment. Therefore, it is essential to monitor their status permanently —not specific studies, but permanent or periodic ones.

To measure the perception of a brand using market research, you can conduct a brand survey among regular users or the overall market. The questionnaire that will be developed for the survey will include questions relating to numerous subjects such as brand awareness, quality, level of use, price of access to the brand and the different categories of brand users. This method will be an opportunity to collect users' opinions on their interactions with the brand and their attitudes towards the brand. Finally, with questionnaires, it is possible to collect quantitative and qualitative data that can then be analyzed, interpreted and drawn from the results.

Let's not forget that the technical data sheet of the surveys is fundamental, correctly designing the sample is essential when going to the field and finding consumer responses. Demographic data, SES, Geographic Area. It is vital information so that the information we obtain from consumers is easily interpreted when the data processing is completed.

To measure brand perception effectively through market research, employ a multifaceted approach that includes conducting surveys and questionnaires to gather direct feedback, monitoring social media for public sentiment, holding focus groups for in-depth qualitative insights, calculating the Net Promoter Score (NPS) to assess customer loyalty, conducting brand tracking studies to monitor perception over time, and performing competitive analysis to understand your position relative to competitors. This combination of quantitative and qualitative research methods will provide a comprehensive view of how your brand is perceived, enabling strategic decision-making and targeted improvements.

Les focus groupes apportent à votre Marketing Etudes une valeur ajoutée certaine. Certes, il faut un modérateur chevronné pour animer la séance mais pas que! Pensez à prévoir au moins un observateur (idéalement que les participants ne voient pas) et/ou à filmer. En effet, au cours d'un focus groupe il est possible de toucher du doigt l'image de marque per?ue non seulement à travers ce qui est dit, mais aussi ce qui ne l'est pas. Le non-verbal : gestuelle, posture, attitude, expressions du visage, voix .... sont autant d'informations rendue accessible à l'observateur averti. De plus les échanges des uns avec les autres ajoutent un dimension additionnelle à savoir l'influence des interactions sociales sur la perception de l'image de marque.

Knowing the perception of a brand can also be done using focus groups which are discussion frameworks with groups of users of a brand, consumers of products and services or targets of identified people. Thus, an exchange is established between the participants thanks to an interview guide which will serve to collect essentially qualitative and important data for a better understanding of the behavior and health of a brand as well as its perception towards the public. or users. Finally, conducting good group discussions requires having a moderator who will be able to address the different aspects of the brand and effectively organize the participants' speeches so as to obtain usable responses.

Leverage social media listening tools to monitor conversations and sentiments about your brand in real-time. Analyzing social media mentions, comments, and reviews can provide valuable insights into public perception, emerging trends, and areas for improvement. Brandwatch, as a leader in consumer research and social media management, can offer robust solutions for comprehensive social listening.

This category should be #1 on the list. Monitoring social media is different from posting and creating content. There should be follow up to watch for likes, follows, and responses to all posts for at least several days after. It also helps to do the same for your competitors. Knowing what people liked (and didn't!) about their posts is extremely valuable. Keep track of your findings for both your business and your competitors. You'll be able to see if or how they make adjustments and whether or not those adjustments help.

In my experience, social listening is indispensable for monitoring brand equity. It entails actively monitoring social media platforms for mentions of your brand, providing real-time feedback and sentiment analysis. Through social listening, I've been able to track conversations about our brand across diverse channels and promptly address both positive and negative feedback. This proactive engagement not only helps gauge brand perception but also demonstrates to customers our commitment to their feedback and needs.

Conduct thorough competitor analysis to benchmark your brand's perception against competitors brands or across industries. Identify key competitors and analyze factors such as brand positioning, messaging, engagement and sentiment. By understanding how your brand compares to competitors, you can identify areas of strength and weakness to inform strategic decisions.

I have presented entire workshops on this topic and still find it to be extremely helpful. Knowing what a competitor is NOT doing well is often a huge part of a solution you can offer a potential customer/client of yours. Try to make a purchase through their website and compare the process to how your business does it. Keep track of what they do better, and what you do better. Monitor their advertising, marketing, and social media constantly for any and every bit of information that could help you. For example, if they are open until 8 PM, consider staying open until 9 PM.

Competitor analysis usually gives you an idea of what market speaks! I would suggest one should research both the large as well as the niche players since there could be some potential opportunity coming from the niche players. whereas studying large players teach you the things, they are doing right; it could include loyalty programs , effective solutions, competitive pricing etc but what makes this worth is the outcomes usually could change your perception of a specific brand !

It is interesting to use measurement instruments such as the Net Promoter Score (NPS) to measure the perception of a brand. Indeed, the NPS will make it possible to identify the rate of promoters, detractors or neutrals regarding a brand. These indicators are important for understanding users' level of satisfaction with a brand and their level of loyalty. The NPS Score will be useful to measure the intention of recommending a brand by a user to those close to them. Whatever the technique used, it is then necessary to analyze the data collected, interpret them and produce the results.

A great brand tracking program requires a few key elements. First a strong framework for assessing buyer behavior, that includes key attributes such as awareness, usage, preference, etc. Although the exact attributes and how many will vary based on the needs of the client and the space you are observing. Additionally, you must plan to run a study several times, perhaps each quarter, or each year. So that you can observe the results of your own marketing actions and, importantly, those of your competitors. Ultimately, over a period of time you should hopefully observe the positive impact of your client's marketing actions on the marketplace.

Regardless of your goals, Brand tracking is valuable and with true help of the right platform you can monitor changes in brand perception over time. Track key metrics related to brand awareness, perception, and preference at regular intervals. This longitudinal approach allows you to identify trends, track the effectiveness of marketing initiatives, and make informed adjustments to your brand strategy.

Thrilled to share an approach to Brand Tracking from my experience in pharmacy: For pharmaceutical dermocosmetics brands, tools like PharmaRepConnect, which tracks sales representative interactions and customer feedback, can provide invaluable insights into brand perception and product performance. Additionally, platforms like Brandwatch and Talkwalker offer social media monitoring capabilities, allowing you to track mentions, sentiment, and trends related to your brand and products within the digital sphere. By implementing the right tools, and continously refining the tracking, we can establish a robust brand tracking framework that fuels informed decision-making and drives sustained brand growth.

Continuously monitor and track changes in brand perception over time to assess the effectiveness of your strategies and initiatives. Regularly conduct brand perception studies to stay informed and responsive to evolving consumer preferences and market dynamics.

Monitoring online reviews on platforms such as Google, Yelp, or social media can give you insight into how customers perceive your brand. You can track the number of positive and negative reviews, respond to feedback, and take action to address any negative comments.

Some brand analyses require projective approaches because you will struggle to get reliable answers from direct questionnaires or focus groups. I often use the shopping list method (scenario: you just found a list in a shopping cart, describe the person who left this list). This is an experimental design, half of your sample sees a list featuring your brand, the other half with your competitor's brand. You can observe changes in characteristics associated with the consumer and thus understand perceptions of your brand that you could never otherwise obtain due to social biases (this is particularly true for brands with strong social impact).

Consider incorporating emotional sentiment analysis, looking into different content sources, online reviews analysis and learn new methods when it comes to your market research to gain a comprehensive understanding of brand perception. Remember to collect data from multiple sources for a holistic view, and continually iterate your approach based on evolving market dynamics and consumer preferences. Brandwatch's comprehensive suite of tools can complement these efforts by providing actionable insights and analytics tailored to your brand's needs.

Include qualitative approaches where appropriate. While many brand studies are quantitative in nature, quant research never answers every question a brand manager or marketing leader may have about their brand. Ultimately, qualitative research, either conducted before or after a brand study, can help to provide answers than quant research simply can't provide. l