While many companies re-opened their office doors back in September, new Covid variants like Omicron and Flurona have employees working remotely again. It is a welcomed pivot to some, as according to Provoke Insights’ third wave of in-house trends employee research, nearly half of Americans prefer to work at home. In this research, we set out to track habits, trends, and consumer attitudes in 15 different industries, including uncovering how the pandemic has impacted America’s workforce. 

Employees Prefer A Balance

Before the pandemic, two-thirds (68%) of employees went to the office daily. This model is trending downward, with only half of Americans working in an office setting full-time in 2021. However, some Americans prefer a change of scenery throughout the week as the Hybrid work model continues to climb, and exclusively working from home dips. While Americans can appreciate the comforts and conveniences of working from home, they may be missing a part of corporate culture they can’t get from their couch.

Less Pressure Means More Productivity

Three-fifths (59%) of employees report they are just as productive working at home as they were in an office. Not surprisingly, this is especially true among Generation X. This generation has felt the burnout more than most from pre-pandemic years of commuting and managing a work/life balance. Interestingly, only a third of those exclusively working at home believe they could be more productive in an office setting. 

Corporate Perks Are Not Persuasive

As we enter our third year of Covid, two-fifths (42%) of Americans say they are satisfied with working from home. Large company perks like free snacks, happy hours, and ping pong tables won’t necessarily lure employees back either. Those at companies with 5,000+ employees especially prefer to work remotely. This is also true of employees in the South. Who can blame them when venturing outside doesn’t involve bundling up in heavy jackets! 

For more information on this topic and other consumer categories, head here for all of Provoke Insights’ free, downloadable mini-reports.

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

Business-to-business (B2B) branding is more complex as communication is more technical, audiences are more difficult to reach, and the sales cycles are longer. Commissioning market research to better understand B2B targets, clients, and audiences can reveal intriguing insights for thought-leadership, brand awareness, and more. While market research can arm B2B brands with valuable assets, if not done right, they may encounter a few bumps in the road. Here are the pros and cons to consider if your B2B brand is considering commissioning research.

The Pros of B2B Research

Branding is Crucial for These Sales-Driven Firms

Compared to B2C firms, the B2B landscape is much more sales-driven. The power of brand equity, brand health, and brand awareness is extremely valuable, but often underrated. Market research that measures B2B brand health can result in traditional tangible ROI (e.g., boosted SEO, better customer satisfaction, and increased sales). It can also separate a company from the competition as it delivers unconventional insights that contribute to a better understanding of brand equity. 

B2B clients tend to look for functional brand attributes when selecting a firm, as opposed to emotional branding which appeals to the general B2C consumer. When embarking on this type of market research, B2B brands need to develop a questionnaire that fits this type of shopping journey versus the standard consumer survey. Attributes to help uncover key measures of brand equity can include memorability, brand affinity, innovation, and reputation.

Thought-Leadership Research Drives Sales and Engagement

The B2B market is saturated, and research for content marketing is a versatile way to leverage research above competitors. As B2B clients are more rational and relationship-based, thought-leadership research is the perfect method to set your B2B brand apart from the rest. Thought-leadership builds brand credibility and leads to trackable ROI. The metrics are proven: content marketing generates 3X more leads than other types of marketing. Small businesses can see a 126% increase in lead growth when they use content marketing. Story-telling is inherent in human nature. By using research to craft engaging stories, B2B brands can connect the dots between functional branding and logically-minded clients.

The Cons of B2B Research

The B2B Landscape is Changing Due to the Pandemic

Though the B2B space moves slower than B2C, firms may need to revisit or re-commission research multiple times in order to adjust to the whiplash caused by the pandemic. Research can become outdated as quickly as one quarter. This is particularly true during these unprecedented pandemic times, where COVID-19 can cause severe inconsistencies within corporations and global supply chains. While research is agile, firms may need to commit to multiple waves in order to stay relevant. 

B2B Market Research is Costly & Limited

In general, B2B research is more costly because the audience is harder to reach. As this audience are professionals, the pool of respondents is smaller and they have less time to participate in studies. Furthermore, these professionals may worry about sharing trade secrets.

Conclusion

B2B firms have much to gain from business-to-business research. Whether your brand is a small firm or a multinational corporation, there are many factors to consider regarding market research. B2B marketing/advertising stakeholders should regularly discuss market research and keep in mind the key benefits & limitations.

Interested in reading more on market research? Check out our other blogs here. 

• Differences Between B2B & Consumer Qualitative Research
• The Pros & Cons of International Qualitative Research
• Behind the Scenes of a Successful Insights Panel

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

Provoke Insights wants to thank your support in 2021, and we are excited for a great start to the new year. We love market research, and we are so happy that our blog has gained so much traction. Almost 15,000 people read our top blogs of the year!

As 2021 comes to a close, we wanted to re-share our most popular posts.

5. Research Norms: What are they and what they can tell you

The fifth most-read blog discusses research norms and explains why benchmarks are crucial in helping determine where a brand stands amongst the competition.

4. The Pros & Cons of In-depth Interviews

In 2021, we found quite a few clients requesting in-depth interviews for branding initiatives. The article explains why this methodology is so popular, and some watch-outs when using this methodology.

3. The Pros & Cons of Online Focus Groups

As Covid is unfortunately still here, many brands have asked about online focus groups. Many factors make in-person groups not ideal as the pandemic continues. So when should brands use online focus groups? Are there any shortfalls? And when should you look into other methodologies?

2. The Pros & Cons of Online Survey Research

The second most popular blog of the year explains why online surveys can be so advantageous to brands. It also points out that researching on your own has several potential downfalls, such as survey error and inherent biases being so close to the brand.

1. The Pros & Cons of Secondary Research

The top article of the year was about how to utilize the information already out there. Brands often skip this methodology and go right into primary research. However, secondary research has several benefits – there is no point in reinventing the wheel if the data is already out there. 

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

It’s a new year, and that means new trends. It’s about time we dive into our yearly tradition of looking at what to expect in the year to come when it comes to marketing and advertising. Here are a few trends to watch out for when planning for 2022.

The Return to Virtual…Again

It’s been a long two years of virtual offices and Zoom happy hours. Consumers’ fear of “going out” has made out-of-home advertising less relevant since the beginning of the pandemic. While we may have gotten a slight taste of normalcy over the past six months, new variants of the virus have set the clock backward on a full reopening. Travel plans are being canceled once again, and some offices are extending work-from-home or hybrid setups. As consumers tire of online activities, brands will need to get more creative about reaching audiences at home. Brands should try less traditional methods, such as influencer partnerships or social media contests, to get consumers excited online about their products. These companies need to remain flexible for when Covid cases decrease and people re-emerge for virtual settings. 

Politics Can Make or Break a Brand

Today’s American consumers are deeply invested in their beliefs. Many even think that companies should actively take a stand on political issues. Brands need to be conscious about where they do or do not comment on trending topics. Brands can pipe in on relevant issues in simple ways, like participation in trending social media hashtags or including messages in more elaborate marketing initiatives. In considering their advertising, companies will need to find the balance between pleasing one audience without isolating too many other consumers.

A Step Away from COVID-Centered Ads

Throughout the pandemic, brands have capitalized on the opportunity to plan advertising around togetherness, family, or other sentimental themes. Companies have been quick to mention the “challenging times” in their campaigns. However, moving into 2022, we could begin to see a drop in such campaigns. As states lift some of the restrictions of the past few years, and as the population goes through pandemic fatigue, brands may try avoiding the topic and focus on other themes instead.

Continuous Research is a Must

As the world continues to change daily, so do consumers’ interests, opinions, and attitudes. Research from three years ago, or even one year ago, can be outdated. As consumer sentiment fluctuates, their willingness to try new products or technologies change as well. Brands must stay aware of their audiences as they cycle through the roller coaster of today’s economy to successfully launch new products and maintain the health of existing ones.

Interested in reading more on research trends? Check out our other blogs here. 

• Behind the Scenes of a Successful Insights Panel

• Pros & Cons of Research with Kids

• What’s the Difference Between Unaided and Aided Brand Awareness?

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

Whether you are constantly fielding fire drill requests from internal stakeholders or trying to keep a pulse on the ever-changing consumer landscape, a custom insights panel is probably on your research wish-list. Many research professionals are tasked with answering some BIG questions with a little budget, and having a pool of consumers at your fingertips 24/7 is a game-changer. 

While we all appreciate automation thanks to smart technology, sadly, these panels cannot operate as a “set it and forget it” solution. Here are some tips to optimizing member participation so you can prevent your panel from fizzling out: 

1. Get Up Close & Personal

Get to know your members, and then get to know them again and again! Approach your initial recruit like you would a first date. Ask a lot of questions (like, a lot) and onboard your members with a survey designed to get to know them. Take inventory of their interests, hobbies, daily routines, and lifestyle choices. Members can get discouraged if they are constantly terminating out of surveys, so these profiles will help target future activities to only those who qualify.

And just like the seasons change, so do people’s interests, attitudes, and routines, so check-in frequently. A good rule of thumb is to re-field a version of your profile survey at least quarterly to keep up with these consumer shifts.

2. It’s a Destination, Not a Distribution List

Treat your insights panel as a true online community. A landing page will encourage members to visit without being prompted by surveys. Create a destination where they can interact with other members, participate in discussion boards & forums, and view content (i.e., news, tips, lists). You can even share results of fun polls and surveys they participated in so they can see the fruits of their efforts. In fact, it’s not just about cashing out – many members value the intrinsic rewards like leaderboards, badges, and member spotlights. Remember, these people are opting in – so make it worth their while.

3. Let Your Members Loose

The world may not be back to “normal,” but your qualitative research doesn’t have to suffer. The pandemic got us all comfortable using technology, so why not have your members lean in? An insights panel makes it easy to recruit for virtual IDIs and focus groups, but members can let their voice be heard in other fun & interactive ways, without the hassle of scheduling interviews. 

Instead of members typing out their open ends, give them the option to submit a selfie response. Offer big points for mystery shopping and encourage members to whip out a smartphone in-store to get real-time top-of-mind reviews and experiences. Don’t be afraid to have fun with your research; your members will appreciate a break from agreement scales and pre-lists (and you will too!)

Interested in reading more on research trends? Check out our other blogs here. 

• How Market Research Can Help You Open Up

• COVID-19 and Conducting Market Research

• Online Focus Groups During COVID-19

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

As more brands are now seeking the benefits of globalization, the need to conduct international qualitative research has become more important than ever to understand consumer behavior. Conducting research outside a brand’s home country brings illuminating insights with a caveat of unique challenges. In this blog, we will dive deeper into the pros and cons of international online qualitative research.

Pros of International Online Qualitative Research

Flexibility

Conducting online focus groups has fewer physical boundaries. There are no travel fees involved, as the moderators and participants can join within the comfort of their homes or offices. Though there are country-specific time zones to be mindful of when scheduling sessions, data is available for market researchers to analyze almost immediately. 

Unique Perspectives

Globally, consumers perceive brands differently and therefore have a unique relationship with a brand. Having said that, a key advantage of online focus groups on an international scale is that participants can share their perspectives for a specific brand. This data can be unique, multi-varied, and culturally sensitive. 

Advanced Technology

Now that technology has become so advanced, executing online qualitative research internationally has become much easier, efficient, and cost-effective. Various methodologies such as in-depth interviews and online focus groups can be utilized through web conferencing software to help brands understand what consumers truly think. Other unique research methods like AI qualitative research and selfie interviews reveal attitudes, thoughts, and beliefs about the brand or product.

Cons of International Online Qualitative Research

Communicating in the Local Language

Although conducting online focus groups allows for flexibility, searching for a moderator who can speak the local language can be challenging. Different dialects can also impact focus group responses. If the focus group is facilitated by a moderator who can speak the native language, participants will be more willing to share their attitudes and beliefs.  

Translating Culture

When it comes to international qualitative research, it’s important to be mindful of cultural sensitivities and nuances. Some cultures have taboo subjects or revered customs. Additionally, people of certain cultural backgrounds may be more apprehensive or quieter in focus groups. This can distort consumer insights. 

Lack of Technological Infrastructure

Although technological advancements have transformed market research, some countries may lack technological infrastructure. This can be a barrier to setting up and gathering sufficient, reliable insights.

Cost

Brands must consider cost when taking on a project internationally. It plays a major factor in the translation of transcripts, recruitment, and simultaneous interpretation. Each country that participates in a qualitative research study brings added insights–as well as added costs. 

There are many pros and cons to international online qualitative research. Overall, it can result in insightful takeaways on brand attitude and perception, it also comes with certain limitations. Depending on the study and KPIs, it’s important to weigh the benefits and costs for qualitative methodologies. 

Interested in reading more in our pros/cons series? Check out our other blogs here. 

• The Pros and Cons of In-Depth Interviews 

• The Pros and Cons of Qualitative Research 

• The Pros & Cons of Online Focus Groups

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here.

There are about 73 million children (under 18) in the US. This group, which accounts for almost a quarter of our nation’s population, has an incredible say in the market even though they may not even  have wallets yet. Conducting research for this audience is important both for brands currently looking to appeal to children as well as companies who want to understand their future customers. Here are some pros and cons to consider if your brand is thinking of commissioning research with kids:

Pros

Their Parents Like to Spend

Parents love to provide for their children. Today’s parents are spending more on their kids than ever before, accounting for billions of dollars in annual spending. A quarter of US consumers purchased toys in early 2021. In 2020, half of younger parents planned on spending more on entertainment for their children. Conducting market research on children helps brands understand which products and content can appeal to the audience. Brands can then turn to the parents and demonstrate how their products meet their child’s needs.

They’re Passionate and They Show It

It can sometimes seem like kids are just young innocent little people who are unaware of worldly issues happening around them, but this could not be further from the truth. As the most diverse generation, they are exposed to many of the same situations we think about regarding the working class–and they notice. Today’s kids hold strong opinions about some of the world’s biggest issues from school safety to gender equality. They also express their concerns with these issues as freely as some adults. One in 5 children have marched or protested about an issue they are passionate about. As adults are already forming opinions on companies based on their takes on worldly topics, brands should take an early opportunity to see what topics the next wave of consumers are thinking about.

They are Our Future Consumers

As mentioned before, understanding what children like can help a brand cater to parents for short term purchases. However, brands can work in advance to seek out developing behaviors and trends that can predict what these generations will care about when they are older. Brands can get a head start developing products and marketing campaigns that will appeal to these kids when they are older and have their own spending power.

Cons

They Lack Immediate  Purchasing Power

Though kids may be influential in their parent’s purchasing decisions, at the end of the day, they may not have the final say in spending. Though it could be lucrative to gain insight into the needs of future audiences, some companies may be looking to assess immediate needs. It could be more beneficial for these brands to conduct research on parents as opposed to children. Millennial parents say that their children’s habits influence their purchases. Speaking to or surveying parents could be more effective for examining the current pool of consumers.

They are Difficult to Reach

Gathering children for research is not as simple as it is for adults. Recruitment can be difficult and costly. Children are not directly connected to survey marketplaces or recruitment lists. This means researchers are really recruiting parents to volunteer and supervise their kids during the research. This factor puts an extra layer of targeting on top of other aspects that need to be accounted for in a specific study.

Developing Kid Friendly Research Requires Additional Innovation and Compliance

Conducting research among kids requires an immense amount of thoughtfulness and creativity. Survey questions and research guides must be engaging and easy to understand. They also must include age-appropriate material. Extra care must be taken to select the appropriate type of methodology for the targeted age group. For example, quantitative research among children under 5 years old is extra challenging. In all cases, parents will likely need to assist their children through the research. Finally, research on children must follow strict COPPA requirements which include revealing the research topic and how the research will be used.

Developing research for younger audiences can give brands insights into how they influence their parents current spending as well as help them predict what future trends may develop as kids grow older. Companies should consider these plusses and minuses, decide what their needs are, and evaluate whether speaking to tomorrow’s consumers can help them today.

Interested in reading more in our Pros and Cons series? Check out our other blogs here. 

• The Pros & Cons of In-Depth Interviews vs. Focus Groups
• The Pros & Cons of Market Research
• The Pros and Cons of Brand Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
• Sign up for our newsletters here. 

When brands set out to conduct qualitative market research, they are seeking deeper insights. Qualitative research methods give light to the consumer thought-process, emotional appeals, and the overall “why?” behind an attitude, thought, or belief. When it comes to qualitative research, there are two primary methods: in-depth interviews and focus groups. In this blog, we will take a look at the pros and cons of in-depth interviews versus focus groups.

In-Depth Interviews

Intimate Insights

IDIs typically involve one moderator and one interviewee. Since the pandemic began, researchers conduct almost all interviews virtually via a video conferencing software like Zoom. These interviews are incredibly intimate. As the questioning only involves one participant, the moderator is free to explore opinions without biases from others. Thus, researchers develop the interview guide of questions with more breadth and depth in mind.

Greater Flexibility

When scheduling in-depth interviews, there is more flexibility compared to focus groups. Participants are contacted directly by the research firm or brand. Since they can pick a time that works best for their schedule, there is an increased willingness for participants to agree to the interview. There are also unique incentives brands or market research firms can use. For example, offering a donation to a charity of the participants’ choice incentivizes them to take the time out of their day.

Focus Groups

Focus groups, on the other hand, are much more collaborative and broad in scope. This qualitative method is perfect for brands looking to follow up with quantitative audience segmentation research. Pre-pandemic, in-person focus groups were conducted in groups of five to ten in-person. They took place in a specially designed room with recording equipment, a two-way mirror, and no visible clocks. Nowadays, research firms conduct most focus groups online using video conferencing software. Due to the constraints of video conferencing, virtual focus groups involve fewer participants, typically three to four. 

Collaborative Ideas

Researchers may gain fewer personal, intimate insights from focus groups. As there are more participants, individuals may feel less inclined to speak without judgment. However, in focus groups, participants can brainstorm together and build upon each others’ ideas. As researchers conduct focus groups among groups with similar interests (for example, vegetarians), they may agree upon, or even more interestingly, disagree upon certain ideas and beliefs. This gives researchers a broad view of a certain segment, which can ultimately inform brand strategy.

Brand Team at the Forefront

Because focus groups are larger, representatives from the brand commissioning the research can observe the sessions in real-time. During in-person sessions, these individuals can watch behind the two-way mirror; during online sessions, they can join the Zoom as an “Observer.” In addition to the market researcher’s immediate topline summary and final deliverables, the brand can observe the commonalities and differences between participants themselves. 

Focus groups and in-depth interviews offer a range of key insights for brands looking to better understand an audience, launch a product, or test a concept. The pros and cons of in-depth interviews versus focus groups are varied in scope; they involve interview intimacy, feasibility, and client observation. Despite the shift to online sessions, there are still many opportunities for brands to take advantage of qualitative research that is more agile, asynchronous, and observable. With an experienced moderator, a robust screener guide, and willing participants, brands can sit back and watch the magic happen.

Interested in reading more on qualitative research? Check out our other blogs here. 

• Looking Ahead: The “New Normal” of Qualitative Research
• The Pros and Cons of Qualitative Research
• Differences Between B2B & Consumer Qualitative Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here. 

Market research is an essential part of what makes brands successful. Analyzing consumer behavior and market trends allows companies to capitalize on the main factors driving consumers to purchase their products. They can then optimize their strategy accordingly. Three of the many key questions market research aims to answer include: who is the target audience? What makes them buy a certain product? And, how can brands take advantage of trends to increase sales and brand awareness? In this blog, we will take a look at the pros and cons of market research as a whole.

The Pros of Market Research

Trackable Return on Investment 

The valuable insights that come from market research can allow a company to gain information about the market and make their product successful. For instance, knowledge of customer satisfaction, consumer behaviors, and competitors lead to informed strategic decisions. In the long run, brands can arm themselves with this research. 

Improved Sales

Market research allows a company to see their buyers’ wants and needs and adjust their product to meet those needs. Combining this with an increased awareness surrounding current trends and viral fads empowers a company with all the information they need to optimize their product, advertising, and business plan. Actionable strategy can lead directly to a large uptick in sales.

Increased Brand Awareness 

Knowing what people think about a brand and which audiences are aware of it is valuable information. With awareness research, brands can make decisions to increase awareness in certain target audiences and broaden the company’s reach as a whole. As a result, brands can take full advantage of tapping into markets they may not have known about previously. This can take the shape of anything from a small tweak in a company’s branding and advertising to a full-blown rebrand. Read more about brand awareness, the different kinds, and their benefits in Provoke Insights’ blog post about it.

The Drawbacks of Market Research

High Cost

Every rose has its thorn, and market research is no exception. The knowledge and insights it provides come at a cost. A market research campaign is pricey. This price tag comes from compensating researchers for the time spent researching, writing reports, and developing insights. The knowledge of target markets and trends gained from market research typically saves companies time and a lot of money in the long run. Due to this, many are willing to budget for market research firms’ services.

DIY Can Be Misleading

Market research doesn’t help a company achieve its goals if it doesn’t produce accurate results. Firms who try to do internal or ‘do-it-yourself’ market research often get faulty insights. This is usually due to a lack of experience and savvy in the field. DIY market researchers lack the necessary experience in several areas that can compromise their ability to conduct market research successfully. For example, a lack of questionnaire development expertise may lead to questions being designed improperly. Incorrectly programmed surveys can produce skewed or incorrect results. In addition, inexperience with sample selection and failure to test properly for validity and reliability of results can lead to biased conclusions. Hiring a market research firm with trained professionals is an easy way of avoiding this.

Final Thoughts

Though there are certain drawbacks with market research, including cost and technicalities surrounding DIY research, the benefits are undeniable. When looking at the pros and cons of market research, it’s clear that brands should outline their needs and goals first. Ultimately, hiring a market research firm can set brands above the competition, better identify targets, and result in short-term and long-term ROI.

Interested in reading more of our Pros/Cons blogs? Check out our other blogs here. 

• The Pros and Cons of Qualitative Research

• The Pros and Cons of Brand Tracking Research

• The Pros and Cons of Online Survey Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

Sign up for our newsletters here.

As retailers all over the world gear up for the post-pandemic surge in consumer spending, many are taking advantage of the wide variety of benefits market and branding research have to offer. Two of the most important aspects of branding research are competitive intelligence and brand awareness. In particular, analyzing consumers’ ability to recognize your company, product, or advertisement in comparison to key competitors is a strong indicator of how well-positioned your brand is. Aided and unaided brand awareness research both produce well-developed metrics for gaining a competitive advantage. Though they differ, the benefits of both are undeniably valuable at any stage of brand strategizing.

Unaided Awareness

Unaided awareness is the percentage of respondents aware of a product, brand, or advertising top-of-mind without assistance. This open-ended question asks respondents generally what brands they are familiar with in an industry. For example, an unaided awareness question asks,  “Which brands first come to mind when you think about clothing?” and gives participants the opportunity to input, unprompted, which brands they are most familiar with. This method of questioning measures brand recall.

Aided Awareness

Aided awareness evaluates prompted knowledge of a brand. Respondents are shown a list of brands and asked to mark down which ones, if any, they are aware of. This tests brand recognition. Aided awareness must always come after unaided awareness in a survey to maintain the integrity of awareness without prompting. It is also important to randomize the list of brands for each respondent in order to prevent sequence bias, which leads to the top choice being selected more often simply because it’s listed first.

Depending on the type of research a brand takes on, companies might seek out different insights. For example, brands seeking brand tracking research may evaluate region specific brands by adjusting survey options based on where a given respondent lives.

Two Sets of Data Are Better Than One

Total brand awareness is a valuable metric for companies to have. Adding the percentage of respondents that recalled a brand in unaided awareness with the respondents that recognized a brand in aided awareness (while removing duplicates) is a way of measuring total awareness.

Building brand awareness is crucial because 59% of consumers first check familiar brands when setting out to buy a new product. Furthermore, consumers cannot consider products they are unaware of. The more aware of a brand a consumer is, the more comfortable and the more likely they are to try it when browsing through the market.

Brand awareness research not only produces valuable information about how a brand stacks up against the competition, but also can acquire data that has the power to help drive sales, improve brand perception, open new channels, platforms and points of access to target audiences and more.

Interested in reading more on branding research? Check out our other blogs here. 

• The Pros and Cons of Brand Research

• The Pros and Cons of Brand Tracking Research

• The Advantages of PR Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here.