One of the best ways to boost brand awareness and understand consumer perceptions is through surveys.
Surveys can provide honest opinions about your brand straight from the consumer, helping you develop a tailored strategy. This is especially important because, unlike the past when product functionality alone might have been enough, psychological factors now greatly affect purchase decisions. Accurately measuring and analyzing these factors is crucial. A survey is the starting point for building trust between a brand and its consumers, paving the way for sustainable growth. So what strategies can you devise?

Using Surveys to Analyze Brand Awareness

Brand awareness measures how well consumers know a specific brand. Surveys are essential for gauging how frequently consumers encounter your brand and the kind of impression they have. By asking targeted questions such as “Have you ever heard of our brand?” or “How did you first learn about our brand?”—rather than more subjective ones like “What do you think about our brand?”—you can gather more precise data. These insights form the foundation for marketing strategies aimed at boosting brand awareness.

Survey Strategies to Strengthen Brand Perception

Right alongside brand awareness is brand perception, which moves beyond mere familiarity and examines how consumers feel and evaluate the brand. Surveys can effectively measure this qualitative dimension, provided they feature questions aligned with the goal of understanding brand perception in depth. Here are some examples:

1. “If you could describe our brand in one word, what would it be?”

   • Gauges first impressions of your brand image.

2. “What sets our brand apart from competitors?”

   • Identifies unique differentiators.

3. “Have you had any positive or negative experiences with our brand?”

   • Pinpoints areas for improvement and highlights brand strengths.

4. “Do you feel our brand effectively meets consumer needs?”

   • Evaluates satisfaction with your product or service.

5. “How likely are you to recommend our brand to others?”

   • Measures your NPS (Net Promoter Score).

Additional questions like “What emotions did you feel when first experiencing our brand?” or “Do you consider our brand trustworthy?” reveal the degree and nature of consumers’ brand perception. Survey findings can guide you in adjusting your brand image and message to meet customer expectations, helping to either fix negative perceptions or further amplify your existing positive image. These steps pave the way for long-term trust and loyalty.

Refining Your Strategy with Survey Data Analysis

Collecting responses is only half the battle—what really counts is how you utilize the data. Survey analysis lets you clarify consumer behavior, discern brand perceptions, and outline your marketing trajectory.

• Segmentation
  By breaking down responses by age, gender, region, or other demographic variables, you can see variations in brand awareness and brand perception. This helps in forming marketing strategies that target specific consumer groups. Walla’s “Analytics” feature can help you create multifaceted analyses that highlight recurring concerns or negative feedback, making brand improvements more evident.

• Hidden Fields
  Use hidden fields during the survey design process to track referral URLs and special data points, allowing you to see how respondents found your survey. That means you can optimize your marketing efforts accordingly.

The Marketer's Ace: Hidden Fields

From Improving Brand Awareness to Securing Customer Loyalty

Plenty of South Korean companies have used surveys not just to boost brand awareness but also to enhance customer loyalty. For example, Baedal Minjok (a popular food delivery service) identified user pain points via a customer satisfaction survey. They then upgraded their UI/UX, introduced delivery-time notifications, and employed personalized recommendations. These changes—rooted in user feedback—both expanded brand awareness and elevated consumer loyalty.

Similarly, KakaoTalk, often called South Korea’s “national messenger,” conducts surveys before and after launching new features like “Chatroom Drawer” or “Emoticon Recommendations.” These enhancements, developed from user insights, contribute to positive brand perception and reduce customer churn.

Surveys are thus pivotal not only for brand awareness but also for raising satisfaction and establishing a favorable image. Listening to the “voice of the customer” (VOC) through surveys can strengthen the bond between your brand and its consumers.

Ready to Boost Brand Awareness and Perception?

Survey-based strategies can help you build consumer trust and drive sustainable growth. With the right approach to data collection and analysis, you can refine your marketing tactics and shape your brand’s reputation for the long term.

Why not start with Walla? Walla lets you create surveys quickly and easily, and offers a full suite of features—from data analysis to respondent rewards—in one place. Plus, its AI-driven analytics simplify open-ended responses, and the platform supports various templates and design customizations for on-brand surveys. If you’re looking to raise your brand awareness and perception, give Walla a try!