Brand Perception


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A deep dive into the hard & soft metrics all brand managers need to understand how the market views their brand versus its competitors.

Use this to:

Gain focused insight into the vital metrics of the brand.  Essential  in-depth market data for all brand marketing professionals who want to understand how the target market thinks and feels about their brand versus its key competitors.

Critical knowledge for planning highly effective brand communications strategy – whatever your market sector this is a critical resource needed by all brand managers.

What you get in the report:

The results include some well known metrics plus a selection of our unique, powerful and derived measures. These provide focused reference points for your brand within its market and also enable easy comparisons across sectors or geographies.

Satisfaction scores for brands used – which brand wins?

Net promoter scores for all brands used – which brand is likely to have the most advocates?

Emotive footprint of your brand showing key qualities observed in the brand and feelings evoked by the brand – what impression do your customers take away about your product/brand?

Verbatim explaining what your users think about your brand – what are your customers saying about your brand?

Assessment of the performance of your brand and key competitors on up to 10 Key Buying Factors.

In summary a pdf report showing what buying criteria are important in your target market plus the position of your brand versus key competitors (in the customers mind) on crucial indicators (both hard and soft) perceptions, satisfaction and advocacy.

Before we start your project, we will need some information from you using this download form to tell us about:

  • The name of the target brand and the names of up to 9 competitors
  • The name of the product category that your brand sits in eg. Breakfast Cereals or Ladies Hats or Power Tools etc
  • The list of up to 10 Buying Factors (if you have them already)
  • The time window in which the last/latest purchase was made, for some goods it may in the last week and for others in the last year

Advice about sample to aim for:

To get good indicative data on individual brands we need a minimum sample of at least 30-50 per brand (and preferably the more the better). So, if your total sample is relatively small (e.g. 100) you will not achieve this except for the brands with large shares (e.g. if your sample is 100 then for a brand with a 10% market share you might expect to get around 10 responses for that brand).   Advice from your friendly statistician would probably be to buy the largest sample your budget can afford.

Advice about data collection methodology:

Web (self completion)  OR CATI (computer assisted telephone interview).

Not quite right?

If you cannot find an off-the-shelf product solution to meet your requirements we offer two great additional solutions:

  1. CUSTOMISE OUR EXISTING PRODUCTS We are happy to take our standard products and customise them to your precise requirements (e.g. by adding extra questions or changing questions). This can be a very fast and cost-efficient way for clients to reach a perfect solution.
  1. COMMISSION A CUSTOM PROJECT We frequently carry out a wide range of custom research projects for clients – so whatever your needs please ask us.

In either case please either use the “Custom Research” option in the footer of this page OR email Chris or Mike directly with your questions:




Additional information


You can chose up to 4 competitors in addition to your brand

Sample requirements?

Do you need to buy in a sample or do you have internal resources to manage data collection/fieldwork?
Go to the Audience tab to specify you sample requirements.

Reporting requirements?

Do you need an in-person presentation workshop or will a pdf report by sent by email (with follow up phone call) be sufficient?
Please use the reporting options in the drop down list to specify your reporting requirements?

Any questions?

Please use the contact form to let us know?

Key Buying Factors?

Send us us your list if assumptions and we will get feedback. Maximum 7 buying factors.

Can I change the questions?

The questions are formulated to give you very high level of cost effectiveness. You can change the questions but this will add cost and result in delay.

Please use the contact form giving us details about the changes you are looking for. We can explain the cost and time consequences so you can decide which option is best for your situation.

What does the report look like?

A demo report is available for each product so you can see exactly what you get. All you need to do is enter the your email address so we know where to send it.

How quickly will I get results?

The speed of delivery of the report will depend the complexity of the sample that you specify. For example a large B2B sample requirement may take several week or a small consumer sample may take a few days.

What if I have my own list that I can use?

We can supply a URL only.

In this case you will be in control of the final sample that is achieved.

We will create the report as normal once you tell us that the data collection stage is complete.


Can I give the URL to a third party to secure the necessary interviews?

Please use the contact form and tell us.

What does it mean when it says URL only?

This is an option if you have your own database, email list  and want to take control of the data collection stage. We will deliver a URL for you to send out through your own CRM system. All you need to do at the start is tell us at what point you want to close the survey, this is usually defined by telling us the maximum and or the date by which you want results.

Can I brand the URL as my company?

Yes this is possible but there is a fee.

Please use the contact form to give us details about your request and will reply.

What if I need a target sample that is very specific to my industry but do not have customer list?

Go to the Fieldwork page on this site and specify your requirements.

I have a good list, can you use it for my project?

Yes, we will sign the necessary confidentiality agreements up front and can use your list.

We cannot be responsible for the quality of the list or the response rate that we get and will have to agree up front the number of time that we recontact people.


You just need to provide us with four simple pieces of information (either via the online form or via the downloadable form which you can email back to us).


  1. Define your market sector
  2. State the time period the brand usage question should cover
  3. List the brands you want us to test for awareness etc.
  4. List the attributes (buying criteria) we should test


For general perceptions questions we test up to 10 brands and we then zoom into one brand (the most recently purchased) in more detail.


For general perceptions questions we test up to 10 brands – they are defined by you the client.

 We ask each respondent a further, deeper, series of questions about one brand…the one they purchased in this sector most recently. Across the entire sample we therefore typically gather this deep feedback on a number of brands in the sector.


If you have a pre-defined list from previous research, we will use that (up to a maximum of 10 buying criteria).


If you don’t know which criteria are the most important in your sector then there are two options:

  1. Use our “Usage & Awareness” product to find out.
  2. Use our standard list of buying criteria. These can be applied to any market sector.


Ultimately you will only be sure which are the right attributes if you have carried out good quality research into your target sector. Don’t guess!


A good criteria to test is one which satisfies two tests:

  1. Differentiates between brands in the market place.
  2. Is important to the buyers in the market place.


Up to a maximum of 10. This is determined by you, the client. We generally advise to focus on a smaller rather than a larger number – in other words focus on the most important criteria.


To get useful indicative data on individual brands you need a minimum sample of at least 30-50 per brand. So, if your total sample is relatively small (e.g. 100) you will not achieve this except for the brands with large shares. For example, if your sample is 100 then for a brand with a 10% market share you might expect to get only around 10 responses for that brand.

If there are many small brands and no dominant brand, a small sample of 100 might be insufficient. But if there are just two brands in your market, each with rather similar shares then 100 might be a very useful sample.

In general, the larger the sample the better the data, although beyond a certain critical point adding more respondents does little to improve the strength of the results.

Consult a sample size calculator app for further guidance or please ask us for advice anytime.

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