Brand Awareness, Attitude, and Usage Benchmarking

Brand awareness, attitude, and usage benchmarking research is often the first wave of a brand tracking program or a before-after ad testing project.

Why You Should Do It

We use benchmarking studies to establish a point of reference for future comparative analyses.

To measure the progress of your marketing and advertising efforts, you should conduct an initial measurement. The results will serve as a benchmark, providing control metrics for future comparison.

The Approach

Brand awareness, attitudes, and usage benchmarking studies are conducted using quantitative research in the form of surveys. However, if no prior research exists, qualitative research designed to capture relevant perceptions about your brand and the competition should be deployed prior to the benchmarking studies.

Qualitative research may include focus groups (online or in-person) or in-depth interviews (by phone or in-person).

Target Audience Recruitment

Relevant Insights can recruit qualified B2C and B2B participants through our sample provider partners for qualitative and quantitative research.

We determine the sample parameters by discussing them with your team and assist with developing screeners. We also manage participant incentives.

Implementation

In direct collaboration with your team, Relevant Insights will:

• Recommend the data collection mode depending on sample parameters and the industry in which your organization operates. Surveys can be conducted online, by phone, by mail or with a hybrid approach.
• Develop survey questions and metrics to support an analytical plan that meets the project’s business and research objectives.
• Discuss recommendations for sample size and sample sources. Sample size requirements will depend on the product category, target audience and incidence rates, among other factors.
• Program, test, and host the survey. In addition to testing the programmed survey for errors prior to its deployment, a “soft-launch” survey is sent to a small sample to detect any potential issues with actual participants before its distribution to a large sample.
• Monitor the field and provide daily progress reports and any issues that may arise.

If qualitative research is required, Relevant Insights will:

• Recommend the most appropriate qualitative research data collection method for the target sample.
• Develop discussion guides.
• Moderate focus groups and in-depth interviews.
• Rent facilities or online platforms as needed.

Analytical Plan

Common metrics in these studies may include:

1. Aided and unaided awareness.
2. Sources of brand awareness.
3. Attitudes towards your brand and competitor brands.
4. Brand perceptions based on brand statements and descriptors.
5. Brand purchase behavior and experience.
6. Motivators and barriers to use your brand.

Analytical approaches that may be used are:

1. Correlation analysis.
2. Correspondence analysis.
3. Perceptual mapping.
4. Gap analysis.
5. Regression analysis.

Reporting

Relevant Insights can provide different levels of reporting based on budget and time constraints including:

• Raw data only.
• Cross-tabulated tables by key variables.
• A short summary report with key findings.
• A full, detailed report with analysis, charts, tables, quotes, and graphics in an appealing format.

Typical Project Duration

Four to six weeks. If a preceding qualitative phase is included, add three to four weeks.

Factors that can affect project duration include:

1. The incidence rate of the target sample: The lower the incidence rate, the longer we need to stay in the field to gather the required data.
2. Client team responsiveness: A delayed response to requests for feedback during different steps of the project will stall a project and affect the delivery date.

Investment

The cost will vary depending on:

1. Data collection method (online, phone, mail).
2. Survey length.
3. Sample specifications and sample size.
4. Reporting requirements.
5. Inclusion of qualitative research.