Question

Topic: Research/Metrics

Affordable Brand Awareness Study

Posted by Anonymous on 4/20/2010 at 5:39 PM ET 250 Points
Is anybody familiar with where I can get a reasonably affordable "brand awareness" study done ?



Also, I am curious whether the pool of respondents for a survey can be chosen from those people that are already aware of the brand (i.e.- the survey is done on the company website) and whether this would make the study invalid ?



Thx
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  • Posted by koen.h.pauwels on 4/20/2010 at 5:47 PM Member
    Sure this would make the study invalid - recruiting only from people visiting the website will make the brand awareness in your sample as close to 100% as a communist election :-)

    If you like the efficiency and speed of online, engage one of the many online panels: they will choose among their members, those with an affinity to the product category, but not necessarily with your brand. Almost all countries have such panels, eg in my host country Turkey: https://www.fikrimuhim.com/

    Of course, the people in these online panels may not be completely representative of the population you want to study (for one, they often include more younger, internet-savy folks). In that case, good old telephone surveys (in countries with high phone penetration) or even street polls are the way to go...
  • Posted by mgoodman on 4/20/2010 at 7:01 PM Accepted
    Sure, I can refer you to a market research professional who has done many of these studies. The cost will depend on the specs, of course. Let me know via email (in my profile) if you want the contact information.

    You need to start by clearly defining the objective of the research and the expected use of results. If it's clear what action you'll take based on results, then you can design the study to give you that answer. It will probably cost you less than if you go on a "fishing expedition" to see how much you can learn about brand awareness in your category.

    Depending on what you want to learn, and what you'll do with results, I can't imagine a case where you'd want to do this on the company website. As Koen points out, you'll get a greatly inflated awareness figure for your brand! What would you do with that?

    Suggestion: Determine in advance what the answer to your question is worth to your company. Then you can compare that to the cost of the study. If it's worth more than the cost, then you move ahead with it. If it's not, then why bother?
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