Have you ever conducted a Brand Awareness study? What was your methods?

Hi,

Yes I did a few years back. We used quantitative research method, i.e. a questionair to get the top of the mind brand recall and also another question to verify if the TOM brand was the one they used.

Yes, have worked on various categories such as FMCG, F&B, Retail etc. Identifying your target group and asking them their spontaneous mention/recall about the various brands of that particular category.

This will give you3 awareness levels of the Target consumers

1. TOM (Top of Mind) recall - the consumers generally have tendency to recall their most often used brand as the first brand that comes to their mind. This will be more or less similar to the current market scenarios (Market leaders will get most of the TOM recalls)
2. Spontaneous recall - apart from the first mention the consumer may recall some other brand, those are mostly the brands which they either use occasionally or use it as substitute brand (when their most often used brand is not available). These brands more or less forms the consideration set of the consumer.
3. Aided recall - some brands might be lying down under the mind of the consumer. If your brand is lying in this region, then your brand seems to be not effectively communicating to their Target consumers.