Course Evaluation

Course Evaluation

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Survey Analytics Brand Equity & Awareness Model

Vivek Bhaskaran

Executive Chairman

Survey Analytics

Survey Analytics.com | ContactPro.com | MicroPoll.com

Introduction

1. Are there "Clusters" of users that value my brand differently? For example, do males between the ages of 21-30 have a higher awareness of my brand than everyone else?
   
2. What is my brand awareness compared to my competitors? Do users recognize my competitors brand significantly more than mine?
   
3. Are users happier/satisfied with my competitors brands relative to mine? What kind of satisfaction levels do my competitors brands have?
   
4. What is the median spend for users in this product segment? What piece of the pie are we capturing?
   
5. Where is the Zero-Awareness Cluster (If it exists)? Are are clusters that are not aware of your (including your competitors) brand? Does this potentially offer a untapped/overlooked market?
   

Survey Structure

1. Consumer Oriented (Age, Gender, Household Income etc.)
2. Business Oriented (Employee Strength, Industry, Job Function etc.)

• Users who are aware of the different brand(s) -- Of the users that are aware of the brands the model "dives" into an individual probing segment:
• Users who have purchased/used the different brands over the last 6/12 months
1. Brand/Competitive Product Satisfaction -- Users who have used your/competitors brands are further probed on satisfaction with your/competing products.
2. Recommendation and Word of Mouth implications are also probed.
   
3. An estimate of "Spending" is also measured.
   
• Users who plan on purchasing/using the different brands over the next 6/12 months.
• Users who are not aware of any of your (or your competitors) brands are also recorded for cluster analysis for the Zero-Awareness Cluster.

Actionable Intelligence

• Detailed Frequency Analysis of the Demographic/Profiling section (Age/Gender/Industry/Employee Strength etc.):
1. Overall Distribution
2. Cross-Segmentation based on High Brand Awareness Product Vs. Your Product
3. Brand A Distribution Vs. Brand B Distribution of the profile
   
• Brand Awareness Distribution
1. Absolute Frequency Analysis on your brand awareness relative to the other brands.
2. TURF Analysis on the brand-awareness choice to measure Unduplicated Reach.
• Satisfaction & Recommendation Scoring
1. Relative measure of product/service satisfaction scores of each of the brands compared to yours.
2. Relative measure of product endorsement (recommendation) of each of the brands. Measure of "Word of Mouth" or Viral marketing.
• Median "Spend" on the product/service category.
  
1. Overall Median "Spend" Vs. Median Spend of users who are aware of your Product
• Identify and Report the Zero-Awareness Cluster.
  

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