Knowing what level of brand awareness characterizes your client base is a must. After all, brand awareness is directly linked to brand preference (basically, people choosing your products/services over your competitors’).
In fact, 70% of consumers must be aware of your products/services before around 25% of them actually make your brand their preference.
Thus, when you find out what level of brand awareness your client base is at, you can start focusing on what kind of marketing strategies you need to run.
And the best way to find out that kind of info is through a survey.
Now, designing a brand awareness survey might seem a bit intimidating at first since there are plenty of aspects to consider. Still, we’re going to give you a helping hand to make everything easier for you by providing you with three helpful tips:
1. Disqualifying Questions Come First
Why? Because you need to make sure you’re targeting the right segment, and that you get data which can actually help your marketing efforts.
Here’s a basic example:
Let’s say you run an eCommerce store and want to see how popular your brand is with consumers who are over 30 years old. Using a disqualifying question from the get-go (for instance, “How Old Are You?”) will ensure you only receive relevant responses and don’t waste your time.
2. Unaided Questions Are Important
Yes, it’s true that aided questions (basically, questions with response options) are more hassle-free for the respondents, but they don’t provide you with as much quality data as unaided questions do.
Keep in mind that unaided questions will require the respondents to manually type in the answers, which means they won’t be likely to rely on guesswork. Instead, they’ll have to think about the answers which will offer you data about top-of-mind brand awareness levels.
For instance, you could include an unaided question that asks respondents to list a certain number of companies that offer the same type of products/services as you (to see if your brand pops up in the answers).
Of course, that doesn’t mean the entire survey has to consist only of unaided questions. You should also give respondents the occasional break by including aided questions too.
A good example would be using ranking questions to see how consumers perceive your brand in comparison to your competitors (essentially, the level of familiarity).
3. Ask Respondents How They Heard about You
You should have them answer exactly how they heard about your brand, as well as your competitors (you need to see where they’re focusing their marketing efforts, after all).
The data you’ll get from this type of question will be extremely valuable for your marketing department - especially if you need to find out which channels you need to focus on.
The unaided format works best here, but you can also use an aided format if you want to single out specific marketing channels.
Looking for the Right Survey Tool for the Job?
Well, we're happy to say you came to the right place. SurveyNuts has got everything you need to get started with a quality brand awareness survey.
For one, our platform offers an interactive survey editor which lets you see a real-time preview of what you're creating. On top of that, you can customize your messages with HTML code, and add visual elements anywhere you want (for better branding).
And with our tool's Branching Logic feature, you can easily re-direct people who are not a good fit directly to the end of the survey.
Furthermore, SurveyNuts will provide you with detailed analytics and reports that come in different formats: Donut charts, statistics, and even word clouds. And yes, you can easily export the results if you want to.
Plus, here’s what SurveyNuts can offer you:
Full mobile optimization - We found that, usually, over 30% of survey respondents use mobile devices, so our tool accommodates that audience segment.
Customizable themes - SurveyNuts already comes with dozens of amazing themes and templates, but you can create your own too (and have them resemble your brand).
IP filtering - Our tool helps you avoid dealing with a single person responding multiple times from the same IP address.
And our prices are more than budget-friendly. You can either register for free, or use a no-string attached Pro account for only $19/month or $190/year!