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Brand awareness and brand tracking research

Companies and organisations spend millions of dollars on advertising and promotions. Awareness surveys are simple surveys and usually consist of pre-coded questions with one or two open-ended questions. As a rule they have limited value on their own, but when conducted in a series of three or more over a period of time, they allow researchers to analyse awareness trends, which in turn will tell the advertiser whether the message is getting through or not and whether the money spent on advertising is paying dividends.

Brand-tracking surveys will track perceptions of a brand over time. They are especially useful for organisations that are attempting to shift perceptions of products, services or social attitudes and beliefs.

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