SURVEY TO IMPROVE THE COMPANY’S BRAND RECOGNITION IN THE MARKET
Standing out from the competition is important in competitive markets. The survey determines how the company stands out from the competition in the target market, as well as any pull and barrier factors.
OBJECTIVES OF THE BRAND SURVEY
- To determine the target group’s mental image of the brand
- How is the brand perceived against competitors in the market?
- Brand recognition and consideration in the target group
- What are the pull factors?
- What are the barrier factors and weaknesses?
IMPLEMENTATION OF DATA COLLECTION
All data collection methods are available to select the best possible collection method or combination of methods for the target group. For the majority of customer groups, the best data collection method are telephone interviews. Web queries are the right option for large customer groups. We can perform even the largest national and international survey data collection.
CONTENT OF THE SURVEY
First, the brand recognition, consideration and preferences are determined. Then, the brand image and its main competitors are established. The content draws on ready-made question structures and batteries updated with the customer’s brand objectives.
A brand survey report is prepared where the results are analysed by reference groups. Who finds the brand attractive, and who is not willing to use it? What are the regional differences? The report compiles the results into a summary, pulling together and analysing the strengths and development targets by target groups.
PROCESSING OF RESULTS AND DEVELOPMENT ACTIONS
Survey reports contain presentations and analyses of the results, as well as conclusions and further scrutiny of the key results. In the reports, the conclusions are processed so that the customer can easily make decisions on development actions based on the survey.