Measuring Brand Awareness Featured Guest
Measuring Brand Awareness
Apr 24, 2015
Do you know how your brand compares against your competitors in the market? How do your customers perceive your brand? If you aren't sure, you aren't alone. A lot of people think solving these problems is a daunting challenge but they can actually be solved pretty quickly.
In less than an hour, we will cover key best practices that will help you test brand awareness and discover your customer's perceptions of your brands.
What you'll learn:
Brand awareness vs. brand sentiment
The difference between aided and unaided tests
How to assess your brand's influence
Using the right wording in your questions
And more...
Our special guest speaker Rich Pearson, CMO of Elance, will share how the instant insights he gained from Instant.ly helped him "get smarter."
In less than an hour, we will cover key best practices that will help you test brand awareness and discover your customer's perceptions of your brands.
What you'll learn:
Brand awareness vs. brand sentiment
The difference between aided and unaided tests
How to assess your brand's influence
Using the right wording in your questions
And more...
Our special guest speaker Rich Pearson, CMO of Elance, will share how the instant insights he gained from Instant.ly helped him "get smarter."
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Transcript
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
Q&A
Sign up for a free account www.instant.ly
For additional questions, please email [email protected]
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