Just finished converting your blog Measuring Market Penetration with Brand Tracking (+ Metrics & Examples) into an actionable playbook for our community.
I have a few questions that could help make it more actionable.
Employ customer surveys to measure NPS and CSAT.
- NPS: On a scale from 0 to 10, how likely are you to recommend [your company] to a [friend/family member/colleague]?
- CSAT: On a scale from 1 to 5, how would you rate your experience at [your company] today?
- On a scale from 0 to 10, how likely are you to purchase [product] from us again?
- For how long have you been buying [your product]?
- On a scale from 0 to 10, how likely are you to switch to a competing product in the future?
Measure brand usage, including how often, how much, when, and where your customers spend with you. Track the percentage of spending in the sector that your brand receives.
- When was the last time you used [your product]?
- How often do you use [your product]?
- Do you use our products exclusively, or do you switch between brands?
- Why is that?
- What do you use [your product] for? (for more comprehensive offerings such as software packages)
- When you purchase [X product] how often do you buy [your product]?
Measure brand awareness using awareness categories and audience segments, to help you understand how your messaging resonates with different groups of people.
- When you think of [product], what brands come to mind?”
- If they mention your brand: What stands out to you about our brand and why?
- If they mention another brand: What stands out to you about [competitor brand] and why?
- Have you heard of [your brand] before?
- On a scale from 1 to 10, how familiar are you with [your brand]?
- Which of the following brands have you heard of? (list your own + competitors)
- How likely are you to purchase from [your brand] next time you go shopping for [X product]?
- If your favorite brand in this category isn’t available, which brands are you likely to consider instead?
- Which of the following brands would you consider purchasing from in the next X months? (List your own + competitors.)
Use brand association studies to discover how consumers feel about your brand.
- When you think of [your brand], what feelings/words come to mind?
- On a scale from 0 to 10, how much do you trust [your brand]?
- What did we do to earn your trust?
- What can we do to keep your trust?
- What are some positive associations you have with [X brands]?
- What are some negative associations you have with [X brands]?
- How well does this statement apply to [your brand]? [Your brand] is
- Trustworthy
- Reliable
- Friendly
- Fast
- Convenient
- Approachable