Brand Trends & Perception Survey Research

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Written By: Amir Kanpurwala

Published: 3/25/20

brand trend lines by demographic

The Best Way to See Brand Trends

Monitoring industry brand trends can be the difference between staying on top of your audience’s needs and falling behind your brand competitors. Conducting robust brand surveys is one of the best ways to monitor how your brand is performing over time to ensure that your company is building positive brand equity.   

View brand performance over time at the intervals you define with Compass by The Harris Poll. Request a free demo today.

What is a Brand Survey?

Brand perception surveys are tools that help you understand brand trends and how your company is perceived by your audience, stakeholders, and employees. These surveys are composed of a series of questions that help gauge how your audience interacts with your services and how those interactions compare to your competitors. Additionally, brand surveys are a great way to see how your consumers are reacting to your marketing efforts. This not only boosts brand intelligence, but it also helps you find out how much brand momentum is behind your company so you can capitalize on it.

Setting up a Brand Perception Survey

Setting up a brand survey is simple, but there are a few strategies that you should be aware of before you get started.

 

Questions to Include in a Brand Trends Survey

As you’re designing a brand perception survey, it’s important to ask the right questions. Focus your questions on four key areas of interest: cognitive, emotional, language, and action. Each area covers a different piece of your brand’s overall identity. These questions should start open-ended and then transition to list-style questions and questions that have an interactive positive-to-negative scale to get the best representation of your audiences’ thoughts.

Cognitive

These questions should focus on the positive and negative connotations that your consumers have with your brand.

Emotional

Emotional questions gauge the feelings consumers have toward your brand.

Language

These questions should help you understand how your audience digests and internalizes your brand and its marketing efforts.

Action

Questions surrounding action should outline the interactions your audience has had with your brand to see how positive or negative they have been.

The Three Best Questions to Include in a Brand Survey

While the questions that many businesses include on their brand surveys can vary widely, there are three specific questions that industry thought leaders recommend always be included. They may seem simple at first, but their impact on your business’ understanding of your brand perception is significant: 

  • How does this brand make you feel?
  • Would you recommend this brand?
  • In the past 12 months, where have you read, seen, or heard about this brand?

These specific questions are designed to paint a full picture of your brand’s perception. With these three questions, you’ll be able to understand the cognitive associations of your brand, the emotional impact of your brand, how the language your stakeholders use affects your audience, and the tangible or intangible experiences your audience has with your brand, in as few words as possible.

Why Trust Your Brand Research to Compass?

Compass is a great tool for observing brand trends because it is built to gather insights from your audience and consolidate them into easily-digestible pieces of content. Conducting brand research manually can be time-consuming, and can lead to results that may not accurately express your audience’s sentiments toward your brand. With a powerful brand tracking tool like Compass by your side, you can receive accurate, real-time insights that you can then use to inform your marketing and sales decisions.

See for yourself why Compass makes researching brand trends easy by requesting a free trial today!

brand trend lines compared to competitors

Harris Clients

Available for a fraction of the cost of custom research

Subscriptions to Compass offer you continuous, real-time tracking on five brands. With your membership, we will collect over 10,000 interviews per brand, giving you a robust ability to conduct pre-/post-testing and dive deep into various customer groups.

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