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 so you may need to conduct separate tests.

Unaided vs. AidedUnaided: 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 female homemakers…

To measure Elance’s Brand Awareness and Sentiment.

Exclusive Offer Webinar Attendees….

Brand Awareness Study1. Scripting2. Audience3. Analysis4. Debrief call with research

expert

$3000 $260020%

discount

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