What To Expect From Brand Awareness Studies
Awareness Metrics
We measure two types of awareness: unaided and aided. The first is the holy grail for brands as it measures top-of-mind recall. The second measures general brand recognition. These two metrics provide critical benchmarks to measure how well known your brand is today and if future marketing activities improve awareness over time.
Awareness By Segment
We can’t take it for granted that everyone knows your product equally. By collecting aided and unaided awareness from different types of category buyers, we assess awareness strengths and weaknesses across customer groups.
Key Category Metrics
Your primary goal may be to measure aided and unaided brand awareness.
However, you don’t have to stop there. We use awareness studies to collect additional intel—purchase drivers and barriers, product usage, etc.—to let you build a holistic understanding of the category and customer behavior.
When Is It Time To Perform A Brand Awareness Study
Obsolete Category Intelligence
If it’s been years since you’ve done a brand awareness study, it’s time to
dust off those cobwebs.
Dynamic industries are constantly changing meaning you need to regularly track how those changes impact you.
Emerging Competition
Are new brands popping up in your category? New competitors could impact how much awareness or share of mind they take up. Perform an awareness study to see if these upstarts are impacting your awareness numbers.
Launching Campaigns
If you’re planning on allocating time and resources to brand and marketing campaigns, you’ll want to know if they’re working. Perform pre- and post-brand awareness studies to build an objective measure of how well your efforts are working.
Ongoing Market Evolutions
Big changes in any industry—competitors, regulations, technology innovations—impact how much people think about your brand. If your category is experiencing change, an awareness study tells you how much your brand is impacted.
What Customers Say About Our Market Research Firm
PlanBeyond’s research enabled satisfaction benchmarking and gave our team actionable recommendations we applied to increase customer engagement and loyalty.
Kevin Nakao
Vice President Marketing, Remitly
PlanBeyond led a collaborative process, working as a team player in a project of utmost importance for our end client. Their high-quality and efficient work delivered a successful partnership.
Britt Stromberg
VP of Global Marketing, Sid Lee
Thanks to the broad range of market research work PlanBeyond executed, from customer segmentation to focus groups, we had data to build effective marketing campaigns and go-to-market plans.
Meghan Weinman
Product Manager, Puget Sound Energy
After securing a round of funding to jump start lead gen, we needed a roadmap to get the ball rolling. PlanBeyond developed and launched an action plan that was effective, measurable, and scalable.
John Lusk
VP & General Manager, Spire Global
Through hyper-detailed competitive landscape research, PlanBeyond helped us understand not just who our competition was but also how we could improve marketing elements to really stand out.
Chris Hammer
Principal, Scenic
Thanks to the work that we did with PlanBeyond, we were able to get substantial insights that we wouldn’t have been able to get without their support. They acted like our success was their success.
Elinor Chang
Chief of Staff, UXReactor
More About Our Brand Awareness Study Approach
Why Tracking Brand Awareness Is Not Enough
Brand awareness is often the first metric marketers reach for when gauging brand health. It’s a clear signal that your efforts are putting your name on the map. But while knowing how many people recognize your brand is important, it’s only part of the equation. Awareness alone doesn’t reveal how people feel about your brand, [...]
How To Perform A Brand Awareness Study
We perform brand awareness studies because a brand is such an important thing. Studies show the stronger a brand's awareness, the more likely people are to buy it. In fact, brand awareness has positive impacts on customer lifetime values (LTV) and customer acquisition costs (CAC). Why? Because trust matters. And a brand, if anything, is [...]
Running A Brand Awareness Study When Classic Approaches Don’t Work
Let's say you're ready to launch marketing programs and spend money to build awareness for your brand. Will it work? A classic approach to answer this question is launching a brand awareness study. This is a survey that polls relevant individuals before and after the campaign to see if you're moving the needle. It's an [...]
