The term brand recognition refers to the ability of consumers to identify a specific brand by its attributes over another one. Brand recognition is a concept used in advertising and marketing. It is considered successful when people are able to recognize a brand through visual or auditory cues such as logos, slogans, packaging, colors, or jingles rather than being explicitly exposed to a company's name. Companies often conduct market research to determine the success of their brand recognition strategies. Show
A brand is a name, logo, word, mark, tagline, or any other identifying characteristic that separates a company's product or service from others on the market. A brand is among the most important assets that a company has because it represents the company and helps keep the company in consumers' minds. Brands are normally protected using trademarks. Companies invest a lot of time and money to create brand recognition. In order for brand recognition to work, companies need to find a way to help consumers recall their brand. A company's marketing department often comes up with different cues—both audio and visual cues—to help set their brand apart in the marketplace. They can do this by using logos, colors, marks, or jingles. Logos like the Nike (NKE) swoosh and the Golden Arches from McDonald's (MCD), and taglines like "They're magically delicious" from Lucky Charms cereal and "I'm a big kid now" from Huggies Pull-Ups diapers all help further brand recognition. To measure brand recognition and the effectiveness of promotional and marketing campaigns, many companies perform market research through experiments on focus or study groups. Both aided and unaided recall tests may be used in these groups. With similar products, brand recognition often results in higher sales, even if both brands are of equal quality. Brand recognition is often paired with brand recall, which is why it's also known as aided brand recall. Aided brand recall is the ability of customers to think of a brand name from their memory when told to think of a category of products. Brand recall tends to indicate a stronger connection to a brand than brand recognition. For example, people tend to think of more brand names when prompted by a product than by a category. Brand recall is also called unaided recall or spontaneous recall.
Brand recognition is also referred to as aided brand recall, meaning the capacity of customers to remember a brand name off the top of their heads when told to consider a specific product category. Small businesses and big corporations can do much to build and maintain their brand recognition. This ensures they remain top of mind with customers who are ready to buy their products or services. Here are a few ways they can do this:
Brand awareness, which leads to brand recognition, is the extent to which people know that a brand exists. Brand recognition shouldn't be confused with brand awareness. Although they may seem similar, they're not. But they are related. Remember, brand recognition is the visual and audio cues people use to identify a brand. Brand awareness, on the other hand, is the knowledge that a brand exists. This is the extent to which the general public knows that a company, along with its products and services are available on the market. Brand awareness is what leads to brand recognition. For instance, if people didn't know about the Apple (AAPL) brand, they probably wouldn't recognize and associate the famous Apple logo with its products.
What is Qualitative Market Research?Qualitative market research is an open ended questions(conversational) based research method that heavily relies on the following market research methods: focus groups, in-depth interviews, and other innovative research methods. It is based on a small but highly validated sample size, usually consisting of 6 to 10 respondents. The small size enables cost saving, while the “importance” of the samples and the lack of a defined questionnaire allows free and in-depth discussion and analysis of topics. Usually, the discussion is directed by the discretion of the interviewer or market researcher. It is always better to have more heads than one. By canvassing a group of respondents for ideas and competence the quality of the data that is obtained is far more superior. This concept is known as crowdsourcing, derived from the two words “crowd” and “outsourcing”. Qualitative market research is most frequently used in political campaigning to understand voter perception of political candidates and their policies, interviewing business leaders and diving deeper into topics of interest, psychological profile studies and so on. Qualitative market research is a relatively less expensive method to understand 2 critical factors in details – “what” the respondents think and feel about a certain topic and “why” they think and feel that way. Why do we ask for an opinion? Any opinion for that matter? We ask because the person’s opinion matters to our decision making. None of the successful organizational decisions are made through mere guesses or speculations, but through real information gathered from real and valuable people. Market research, in general, has played a critical role in inducing a thought process in present day’s organizational leaders where information and data dictate policies and decisions. However, in market research, not all information is just numbers and quantitative. Some are just – conversational and qualitative! Remember the super hit series Desperate Housewives? And do you remember the lovely housewives calling their friends over for a cup of tea or a couple of drinks to discuss the flashy new products they have bought? It is not just a vague practice to flaunt these products but a thoughtful one because it matters what the friends think. Whether, they agree or disagree with the quality, brand and other features of those products. It matters what people think. Voila! Welcome to the world of qualitative market research. Qualitative market research is all about understanding people’s beliefs and point of views and what they feel about the situation and what are the deciding factors that influence their behavior. Qualitative Market Research Methods and TechniquesTo conduct qualitative market research usually, one of these market research methods are used:
Learn more about qualitative research methods Here are the steps involved in conducting qualitative market research:
4 Types of Qualitative Market Research Testing MethodsThere are 4 distinct types of qualitative market research testing methods that can be conducted. They are:
Examples of Qualitative Market ResearchSuccessful businesses tend to use qualitative market research to keep pace with the ongoing market trend, to make better-informed decisions and to achieve business excellence. Whether your business is a start-up or a well-established entity, qualitative market research is a powerful method to identify your target audience and understand how they will respond to your product. Before we dig deeper here are some of the real-time examples of qualitative market research case studies: Some examples of business expansion where qualitative market research plays a critical role by crowdsourcing concrete ideas for optimized decision-making :
Employee Experience: DefinitionResearch ethics are as important as important as the ethics in any other research field. It is important to safeguard the participants’ interest. Like there is training and formal processes for researchers in other fields like in healthcare and medical research, market research is also governed by similar policies. Due to the nature of qualitative market research, it is very important to have informed consent from a participant to be a part of the research study. This means that they are aware of basic information like:
What are the Applications of Qualitative Market Research?Since this is a relatively less expensive and a more flexible method of market research there are a few applications of this market research methodology:
Ultimately, qualitative market research is all about asking people to elaborate on their opinion to get a better insight into their behavioral pattern. It’s about understanding “Why” even before “What”. Advantages of Qualitative Market Research
Disadvantages of Qualitative Market Research
Online Qualitative Market Research Software- QuestionPro CommunitiesWith the increasing competition in the business world, the extensive need for business research has also increased. QuestionPro Communities is a qualitative research platform that is interactive, where existing customers can submit their feedback and also stay well informed about the market research activities, helps researchers undertake studies to maximize sales and profits. Through the communities platform, researchers can carry out research to effectively target and understand their customers, understand what is the market trend, prevent future problems and thereby reduce customer churn. This qualitative research platform helps in developing businesses to know their competitors and help identify the latest trends in the market. To carry out a well-directed research, businesses need a software platform that can help researchers understand the mindset of the consumers, interpret their thoughts and collect meaningful qualitative data. QuestionPro Communities is the World’s leading platform for conducting analytics powered qualitative research. This online qualitative market research software helps researchers save their time, using niche technology like text analysis, where computers are used to extract worthwhile information from human language in an efficient manner, increase flexibility and improve the validity of qualitative research. This online platform help researchers reduce manual and clerical work. QuestionPro Communities Qualitative Market Research Software and Tools Includes: Discussions The online qualitative research software and tool, Discussions, allows a researcher to invite respondents to a community discussion session and moderate the focus group online. This can also be done live at a specific time that is convenient to the researcher and offer the users the flexibility to post responses when they login to their community. Invitations can be sent out well in advance to a specific target group the researcher would like to gather feedback from. Idea Board In case you are looking for respondents to share their ideas and allow others to analyze and offer a feedback and vote on the existing submissions, then this is a great tool to manage and present your results to the key stakeholders. Topics In this online community, you can submit topics, cast your vote in the existing posts and add comments or feedback instantly. QuestionPro Communities is the only panel management and discussion platform that offers a seamless mobile communities experience. When it comes to engagement, how you reach respondents matter! Go mobile and take Discussions, Topics, and Idea Board anywhere your respondents go. Learn about the other market research method: Quantitative Market Research |