Project Overview
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This project involved designing and executing a comprehensive brand awareness and sentiment tracking survey for a large online retailer. The primary goal was to assess the retailer's brand visibility, customer perceptions, and emotional connections over time. This initiative aimed to provide actionable insights that informed marketing strategies, enhanced customer experience, and ultimately drove business growth.
Objectives
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Measure Brand Awareness: Quantify the level of brand recognition (aided awareness) and recall (unaided awareness) among the target audience.
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Assess Brand Sentiment: Understand the emotional perceptions and attitudes customers hold towards the brand.
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Identify Key Drivers: Determine the factors influencing brand awareness and sentiment.
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Track Changes Over Time: Monitor shifts in brand awareness and sentiment on a quarterly basis.
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Benchmark Against Competitors: Compare the retailer's brand performance with key competitors in the market.
Implementation
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Survey Design
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Questionnaire Development: Created a balanced mix of quantitative and qualitative questions focusing on brand recall, recognition, sentiment, and key drivers.
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Pilot Testing: Conducted a pilot survey with a small sample to refine questions and ensure clarity.
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Sampling​
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Target Audience: Identified and segmented the target audience based on demographics, purchase behavior, and online activity.
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Sample Size: Determine an adequate sample size to ensure statistical significance and representativeness.
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Recruitment: Partnered with an online gen pop sample provider to reach the target audience.
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Data Collection
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Survey Distribution: Partnered with an online gen pop sample provider to reach the target audience.
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Incentives: Incentives were handled by the gen pop sample provider.
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Data Analysis
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​Quantitative Analysis: Used SPSS to analyze numerical data, identifying trends and patterns.
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Qualitative Analysis: Employed text analytics AI to interpret open-ended responses and extract key themes.
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Key Results
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Brand Awareness Levels:
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Provided insights into spontaneous and aided brand recall and recognition, or top-of-mind, metrics, relative to key competitors
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Brand Sentiment Scores:
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Evaluated overall sentiment, including positive, neutral, and negative perceptions.
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Measured a "most favorite" score as a top-of-heart metric
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Key Drivers of Awareness and Sentiment:
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Identified factors such as product quality, customer service, price, and marketing campaigns impacting brand perception.
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Competitive Benchmarking:
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Provided comparative analysis of the retailer’s brand performance against key competitors.
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Demographic Insights:
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Presented a breakdown of brand awareness and sentiment by age, gender, location, and purchase behavior.
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See example results.
Outcomes and Impact
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Enhanced Marketing Strategies: Aided data-driven decisions for targeted marketing campaigns to improve brand visibility and perception.
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Improved Customer Experience: Identified areas for improvement in customer service and product offerings based on sentiment analysis.
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Strategic Business Decisions: Informed business strategies focusing on key drivers of brand awareness and sentiment.
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Brand Positioning: Refined brand positioning to better align with customer expectations and competitive landscape.
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Customer Loyalty: Increased customer loyalty and retention through a deeper understanding of customer needs and preferences.
Conclusion
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The brand awareness and sentiment tracking survey project provided invaluable insights into the retailer’s brand health, customer perceptions, and market position. By systematically measuring and analyzing these factors, the retailer can make informed decisions to enhance brand visibility, improve customer experience, and drive business growth. Regular tracking and analysis ensure that the brand remains responsive to market changes and customer expectations, fostering long-term loyalty and success in the competitive online retail landscape.