Use surveys to conduct brand market research

Business benefits

Better understand how your brand is performing in the marketplace.

Set expectations and basic parameters for your brand market research.

Brand market research is most beneficial for measuring brand sentiment and awareness. It is not as effective for brand affinity or engagement.

Choose between unprompted recall or unaided awareness, in which your brand’s name is not mentioned in the survey, and prompted recall or aided awareness, in which your brand’s name is mentioned in the questions or your survey to measure sentiment and awareness.

You can measure your brand in one of two ways:

  • Unprompted recall or unaided awareness, in which your brand’s name is not mentioned in the survey, like “have you heard of any brands in this market?”
  • Prompted recall or aided awareness, in which your brand’s name is mentioned in the questions or your survey, like “have you heard about this brand?”

Choose unprompted recall for brand awareness measurements, which tends to reduce the noise in the answers you will receive.

Choose a survey tool that allows for quick and easy setup and analysis of market research conducted with your audience.

For example, SurveyMonkey and Google Surveys serve small businesses with niche audiences, relatively specific targeting, and low investment.

Set up your survey using questions about brand recall and brand recognition.

For brand recall, use a simple question like when was the last time you used this product category?, with answers ranging from in the last week to more than 12 months ago and never.

For brand recognition, ask these questions:

  • Which of the following brands have you heard of? – List your brand in a checklist alongside up to 5 competitors.
  • When did you first hear about our brand? – List radio button answers ranging from “in the last month” to “more than 3 years ago”.
  • In the past 3 months, where have you seen or heard about our brand? Select all that apply: – List all channels you’ve engaged in in a checklist.
  • How familiar are you with our brand? – List radio buttons from extremely familiar to not at all familiar.
  • How would you describe your overall opinion of our brand? – List radio buttons from extremely favorable to not at all favorable.

You can also use SurveyMonkey’s brand survey template ,and expand on it by adding your own questions and adjusting the question wording to your needs.

Ask questions like Which of the following best describes this brand? for your own brand and closest competitors.

This can help you to get a better sense of how people feel about your product compared to others.

Use net promoter score (NPS) surveys to measure brand sentiment.

Ask customers on a 1-10 scale how likely they would be to recommend your product. Score customers who answer 0-6 as Detractors, 7-8 as Passives or Neutrals, and 9-10 as active Promoters.

Run your survey every 3-6 months for updated results and trends.

This playbook seems to be focused on surveys as a form of brand market research, should the title reflect that? “Use surveys to collect brand market research”?

“Better understand how your brand is performing in the marketplace.”

The two types should be included in the step really as it’s better for the reader to know without having to look at the explanation.

Some of this explanation could be linked into the step to make it better for the reader.

The bullet lists are not easy to glance, maybe the secondary bullets can just be straight after the primary without a bullet so it compacts the list and makes it easier to follow.

The example at the end can be reworded. " you can also use SurveyMonkey’s brand survey template and expand on it by adding your own questions and adjusting the question wording to your needs."

Edits made to address all feedback