Brand Awareness Research
Brand awareness is more than just awareness
The most effective brand awareness focuses on perceptions. Perceptions of your brand, competing brands and the underlying reasons for those perceptions.
In fact, it’s the perception area that is often the most pivotal. Lets face it, if they know you but don’t think of you favorably, you’ve got work to do. The key is to understand the why’s of that ill perception. That’s the trickier part of brand awareness research.
The most effective brand awareness focuses on perceptions. Perceptions of your brand, competing brands and the underlying reasons for those perceptions.
Brand awareness research methods
The approach to assessing brand awareness varies by industry. For B2C industries, broad surveying is possible. For B2B industries, a more targeted approach may be needed, such as Voice of the Customer interviews, focus groups, or other high touch options.
Typically, brand awareness research is done anonymously, so the consumer isn’t aware that you are the sponsor of the study, survey, or interview.
It may also require some form of incentive to encourage respondents to participate.
When to measure brand awareness
The truth is, brand awareness is best measured regularly, over time, so you can see shifts in the market’s perception of you.
For example, assume you conduct brand awareness research this year to find out the percent of the market that knows of you. Then you launch a marketing campaign and sales effort to boost awareness in the same market. A year later you can repeat this research and measure the impact.
This type of regular check-in allows you to stay attuned to the market and quick to take action when warranted (something that can in itself be make or break).
Beginning your brand awareness boost
If you find yourself needing to measure awareness or simply curious about what brand awareness research could do for your organization, don’t hesitate to contact us with your situation and questions.
