In a market flooded with numerous products and services, gaining a competitive edge depends on consumer "awareness," even if products offer similar features or content. When it comes to actual purchasing decisions, consumers are more likely to choose a product they "know" rather than one they "don’t know." Awareness surveys offer companies a means to quantify consumer familiarity, enabling them to understand better how well their products are recognized.

What is an Awareness Survey?

An awareness survey is a type of market research used to gauge how well-known a company’s product or brand is among the public and how widely it has penetrated the market. "Perception survey"  are often confused with awareness surveys. The former aims to understand how consumers perceive a product or service, while the latter primarily assesses whether consumers "know" about it.

Optimal Timing for Conducting Awareness Surveys

When is the most effective time to conduct an awareness survey? It is recommended to conduct these surveys during the following three occasions:

•  When Launching a New Product or Renewing an Existing Product

Conducting an awareness survey at the time of a new product launch or after a product update is highly effective. Assessing awareness shortly after introducing a product to the market helps identify marketing challenges early on. Companies can promptly adjust their marketing and promotional strategies if awareness levels are low.

•  When Product Sales Are Sluggish

If product sales are stagnant, an awareness survey can help identify areas that need attention. The survey can reveal potential bottlenecks by segmenting the purchasing process into stages—“Awareness”, “Interest”, “Consideration”, “Purchase” and “Repeat”. ​Companies can then focus on improving specific stages to enhance sales.

•  When Improving Corporate Brand Strategies

If a company’s brand is disadvantaged in a competitive market filled with comparable products, conducting an awareness survey can clarify the underlying causes. By understanding consumers’ awareness of the brand and its products and analyzing areas with low awareness, companies can identify potential improvements to boost recognition. This insight aids in generating ideas to increase brand awareness. It allows the company to understand how customers perceive their brand. The customer’s perspective can inform future branding and marketing strategies.

Effective Methods for Conducting Awareness Surveys

The choice of survey method depends on the objectives and target audience. Each method has strengths and weaknesses depending on the survey’s content, so carefully selecting the most suitable approach is essential. Here are some of the main techniques used:

• Online Surveys

Online surveys involve collecting responses from participants through web-based questionnaires. For instance, utilizing survey functions on social media platforms can effectively gauge product awareness. The advantage of online surveys is their ability to reach a broad audience across different regions quickly and cost-effectively.

• Central Location Test (CLT)

Central Location Test (CLT)  involve gathering respondents to conduct questionnaires or interviews at a designated location. This method lets participants interact directly with products or advertisements, providing authentic, real-time user reactions.

• Mail Surveys

Mail surveys involve sending questionnaires to respondents’ addresses and asking them to return their answers by mail. This approach allows for more in-depth responses, especially with open-ended questions. Mail surveys are also effective for reaching demographics that may not use the internet, such as older individuals. However, it is essential to consider the potentially excessive costs associated with postage and printing.

Leveraging Online Surveys

While there are various survey methods, starting with an online survey conducted via smartphones, computers, or other devices is often beneficial. If further insights are needed, you can then move to focus groups or in-depth interviews for more profound feedback. Online surveys are cost-effective and allow for data collection briefly, making them an ideal first step for gathering a wide range of consumer opinions.

At GMO Research & AI, we offer solutions like Quick Survey, which allows you to create a survey, distribute it to local consumers, and gather the necessary data in as little as one business day. Additionally, our Custom Survey solution leverages one of the largest consumer networks in the Asia-Pacific region, enabling you to collect targeted data and receive in-depth analysis reports swiftly.