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Here’s a list of example questions that can help you uncover the brand insights you need.
Wouldn’t it be useful if there was a bank of survey questions and ready-made surveys to inspire your brand tracking project?
YES—that would be so useful!
And here it is!
Remember: the questions, their structure and their answers in this brand tracking guide are just examples and can absolutely change to suit your research needs.
And with that, let’s get stuck into the brand tracking questions!
It’s important to make sure you are asking the right people too. You’ll probably need to know if your respondents are active customers in your particular sector or market before you can know if they’ll support your brand health.
To find out which of your respondents you need to complete your survey, you could ask them a qualifying question.
In the example question below, imagine your brand offers Allergy aids.
You should include the product or service type you offer in this list—in this example, you offer allergy ads—along with a selection of other related items. You’ll either want to hear from people who’ve used your products, or you’ll want to hear from people who haven’t but might in the future.
You don’t want your respondents to know who or what they’re being asked about straight away, to avoid any potential bias. Because of this, you shouldn’t make your product or service stand out from the other list items. If you looked at the list above you wouldn’t know that ‘allergy ads’ is the answer that will qualify respondents in—that’s exactly what you want so you avoid dishonest responses.
Once you’ve established that you’re asking the right people you can move onto drawing up your list of questions. In general, brand tracking questions can be broadly separated into four areas: what people think; how people feel; what people say; and what people do.
Cognitive questions will help you establish what people think about when they think of your brand (or your competitors’…). Things like the concepts and words they associate with your brand, and the values they think your brand has.
The answers will help you establish where your brand sits in the wider market, as well as the qualities that your target audience is looking for in your product category.
Pro tip: You should avoid using pronouns in your questions that might identify your brand as the one asking the questions. Ideally you want neutral answers from your respondents, and if they have a preconceived opinion of your brand, they might answer differently when they know you’re asking the questions.
This question gives you a good sense of the unprompted awareness of you or your competitors’ brands. You can then follow it up with a prompted list of brands to understand your position among specific competitors…
It can sometimes be useful to use open-text responses for this kind of question. That way you’ll get feedback directly from consumers in their own language.
Emotional questions will give you a closer insight into how people feel about your brand. They’ll uncover the subconscious connections consumers have with your product or service.
The data generated by these questions will help you to find the right tone in your marketing messages and content.
How your target customer acts—or interacts with your product or service—is key to understanding their purchasing behaviour.
These questions can relate to how people discovered your brand in the first place as well as the most recent interaction they had with your customer service team.
Scale questions like these, including the common Net Promoter Score (NPS), can also be really good ways to gauge consumer opinion about your brand.
The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.