METHODOLOGY OF THE RESEARCH: STREAMING ONLINE-SURVEY BY THE METHODOLOGY OF RIVER-SAMPLING
To study the awareness of the brand was selected a “Top of mind” method. This method helps to define the brand of which the respondent thought in the first place (in a certain category of goods).
The level of brand`s knowledge with and without its name was also quantified.
Key figures are compared with competitive brands` figures and allow to define the market position of a certain brand.
“TOP OF MIND” RESEARCH SHOWS BRAND`S KNOWLEDGE BY TARGET AUDIENCE, HOWEVER IT DOESN`T IMPLY POSITIVE ATTITUDE OR WILLINGNESS OF BUYING PRODUCTS, QUESTIONS OF VIEWS OF THE RESPONDENTS TOWARDS BRAND AND ASSOCIATIONS WITH IT WERE ADDED
RESEARCH`S RESULTS: ACKNOWLEDGING THE LEVEL OF BRAND`S AWARENESS – INFORMATION FOR OPTIMIZATION MARKETING STRATEGY, DETERMINING DIRECTIONS OF ADVERTISING, POSITIONING THE PRODUCTS AND RECEIVING DEFINITE PORTRAIT OF YOUR TARGET AUDIENCE
WE ANSWER THE MOST COMMON CLIENT`S QUESTIONS BEFOREHAND
RESEARCH`S RESULTS
Who are the main consumers
Which associations are related to the brand?
How does a consumer estimate brand`s products?
The client received the most accurate data about how famous and popular the brand among potential costumers is.
Respondents said, which products are well-known and which aren`t.
We evaluated impressions of each brand`s product. Our Client can then correct and improve product`s quality.
RESEARCH`S RESULTS
How recognizable the brand is?
How well does the customer aware of the range of the brand?
Where is the best place to advertise the brand?
The client received the most accurate data about how famous and popular the brand among potential costumers is.
Respondents named all main associations with the brand.
Many respondents said they heard of the brand from an advertisement on TV, radio and on Internet.
RESULT OF THE “TOP OF MIND” RESEARCH SHOWS HIGH AWARENESS OF THE BRAND AMONG TARGET AUDIENCE
Key indicator in the research was chosen “brand`s knowledge”:
“Top of mind” respondents firstly chose (brand) as the answer, without any hint
Spontaneous popularity respondents chose (brand) as the answer, without any hint
Hinted popularity respondents chose (brand) as the well-known, with a hint
41,6%
85,8%
44,4%
85,8%
knows (brand) “well-known” + “heard of it”
QUANTITATIVE RESEARCH: TO INDICATE THE LEVEL OF BRAND`S AWARENESS A QUANTITATIVE RESEARCH WAS HELD, WITH THE HELP OF A SURVEY FOR FORMALIZED QUESTIONNAIRE AMONG REPRESENTATIVES, LIVING IN INDONESIA
Sample: 550 respondents
Method: online-survey
Place: Indonesia
SAMPLE SIZE
Method of social researches:
Mechanic: target and context advertisement
Sample size: ~550 resp
River-sampling – sample design and survey holding on internet without prior recruitment
Invitations – through advertising and mass social media (Facebook, TikTok, online-cinemas, theme sport, business platforms);
Different traffic sources (mobile, desktop) for coverage`s breadth and evenness.
By social-dem parameters (taken into account when processing data);