Question

Topic: E-Marketing

Survey Dissertation Help Needed

Posted by lhoudremont on 4/3/2013 at 1:38 PM ET 250 Points
Good afternoon!

I have chosen to research "How logo branding can influence consumer perceptions
on companies" for my school dissertation. I have had a successful number
of responses so far; however it would be great if I may be able to gather more
responses in order to provide a more accurate generalization.

https://www.eqts.ch/surveys/index.php?sid=22258&lang=en

I would like to thank you in advance for your time and consideration! I wish you
a pleasant week!

Kind regards,

Laurent H.

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RESPONSES

  • Posted by Moriarty on 4/3/2013 at 4:37 PM Accepted
    My thoughts on your survey are that many of the logos in question have been around for quite a long time. Have the logo designers actually considered the perspective of the customers in their dealings with the companies?

    I speak as one who was involved in industrial design (and if you live in Switzerland I can guarantee you have one of my product designs somewhere in your home) - and the amount of time given by the commissioning managers to the customer's ideas was practically zero. They were all saying just how in touch they were with their public, whilst being so far out of touch it was difficult for us to begin to tell them where to start looking.

    The most important thing for a logo to do is establish a visual link between customer and business. I would suggest a serious study of Goethe's Farbenlehre if you wish to really understand the nature of colours - and take a peek at the Lüscher colour test. Both have valuable insights into how humans perceive colours. Imagery is another matter altogether and requires a deep understanding of mythology.
  • Posted on 4/3/2013 at 6:16 PM Accepted
    Who is the target audience for this survey? Why are we appropriate respondents?
  • Posted on 4/3/2013 at 9:17 PM Moderator
    FWIW, I completed the survey, but it wasn't easy. There were many times when I almost bailed because the options seemed irrelevant/not meaningful. And I couldn't figure out how to indicate my country of residence is the United States! (So I became an Egyptian.)

    I'll be shocked if you get meaningful results from this instrument. You could really use some input from a market research professional.
  • Posted by Gary Bloomer on 4/4/2013 at 6:32 PM Accepted
    Done. I also found several of the questions odd. Anyway, done. Good luck to you.
  • Posted by lhoudremont on 4/9/2013 at 4:52 PM Author
    Thank you for your feedback and sorry for this late replay.

    Currently studying hotel management I am trying to find whether there is a correlation between consumer perceptions on logos and they represent from the companies perspective. In fact all the different words you were able to choose for the different logos come from the company’s websites logo description. With regards to the last part of the questionnaire where you are asked to select the industry you would associate it with, I simply want to compare two service industries (banks and hotels). I was hoping to give more choice to respond for the different cases, but I am afraid it might be too difficult to interpret with my given time frame.

    In order to draw more generizable conclusions it would be great if you could help me send the link to some of your friends or colleagues. This would help me a lot.
    https://www.eqts.ch/surveys/index.php?sid=22258&lang=en

    I thank you most sincerely for your time and consideration.
    Kind regards,
    Laurent H.
  • Posted by Moriarty on 4/9/2013 at 5:36 PM Accepted
    Laurent,
    the nature of your question is not one that is very easy to measure. Logos, colours and such things are always best arrived at in a manner that is circuitous. That is to say, the result of many other studies that point to this - and not the study of the logo itself.

    That means any evidence you are likely to arrive at will be both unclear and difficult to analyze properly. When people see the petroleum brand "Shell" as a logo, they recognize it as being such because it is imprinted through massive advertising and its ubiquitous presence. That most of the petrol in the Netherlands comes from one refinery in IJmuiden means nothing to the person who likes Shell garages and not Texaco or whoever. All of this points to the cart being in front of the horse: the logo is recognized as a logo. The colours and its design are very much secondary issues.

    The matter of choosing a colour to represent a bank or a hotel is frankly irrelevant. Few people have the necessary insight to understand what marketing is about, let alone Luescher's ideas on colour perception.

    I hope that this will help you in your dissertation - even if it means that much of your effort was not rewarded with the evidence you deserved with your persistence. If you can learn from your mistakes, you will become a much wiser person. I have made enough mistakes in my life to understand that much.
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