Measuring Brand Awareness
-
Upload
instantly -
Category
Technology
-
view
25 -
download
0
Transcript of Measuring Brand Awareness
Measuring Brand Awareness
Featured Guest
Welcome
• Audio Controls• Q&A session• Recorded presentation
available
Elance Introduction
Rich PearsonChief Marketing OfficerElance
First, a few questions…
Have you ever conducted a Brand Awareness study?
Which method did you use to conduct the study?
Brand Awareness
Brand Awareness measures the extent to which consumers are familiar with your brand or product.
Brand Sentiment
Brand Sentiment measures general attitudes towards your brand or product, often in relation to other brands.
Who is Your Audience?Establish Clear Customer Profile• Age, Gender, Ethnicity, Relationship Status, Employment
Status, Location, Income etc.
Awareness may vary among different groups. Tip: make sure you word the questions that resonate with demographic
Aided vs. UnaidedUnaided: No prompting or brand reference • Ex: Name three fruit juices you most enjoy.
Often measured with open-ended responses
Aided: Reference brand name in question• Ex: What adjective would you use to
describe Seiko watches? Often measured by listing the brands or showing logos,
images or other media
Common Questions
• When you think of facial tissue, what brand comes to mind?
• What is your overall impression of Nike tennis shoes?
• How familiar are you with Hulu?
What Are Your Goals?
• Gather Accurate Data• Positive Results That
Validate Campaigns• Refine Customer Profile• Target Your Messaging• Select New Advertising
Channels
Elance Case Study - Challenge
Gain insights into freelancers who weren’t using their service
Better understand company’s current awareness
Qualitative inputs on brand attributes and equity
Elance Case Study - SolutionOn-
demand audience
• Over 8 million people
• Audience recruitment
Integrated platform
• Survey authoring tool
• Audience Access• Analyze results
Instant feedback
• Immediate insights• Minutes, hours, days• Semantic clustering
Simplicity
• No outside researches
• No complex studies
Elance Case Study - Results• Compared and contrasted results with
our own audience• Informed our creative process• Improved our overall communication and message to
the market
“Relying on our own users to relay business insights is perfectly valid, but, we need to look externally to determine who could potentially be our users.”
Live DemoLet’s survey 300 people
To measure awareness for …
Exclusive Offer Webinar Attendees….
Brand Awareness Study1. Scripting2. Audience3. Analysis4. Debrief call with research
expert
$3000 $260020%
discount
Q&A
For additional questions, please email [email protected]