Looking to rebrand a current product/service or get feedback on branding for a new product/survey? There is a survey for that!
Before bringing your new product or service to the market, don’t you want to know how appealing the concept sounds?
Whether the brand seems trustworthy or not? Or, whether the target audience is interested in purchasing it?
A survey can answer each of these questions and more! Learn more about the objectives, approach, example survey questions, and survey findings that test new branding.
Ready for a proposal instead? Check out our free market research proposal template.
Objectives and Approach to a Branding Survey
A team is in the development of launching a new product in 2022. A specific target audience was discussed, which included their family role and age.
The goal of the research was to work with potential service and retail partners.
The team needed to finalize branding assets to communicate outside the company throughout 2022. In addition, the team needed to begin building consumer-facing marketing assets for launch.
The objectives of the branding survey were to evaluate:
- Name
- Logo
- Visuals
- Potential packaging image
- Brief description of the product concept to understand brand associations
💡 The Key Takeaway: Defining the objectives and approach to a market research branding study is key to success. During this process, the market research team will want to know more about 1) why there is interest in the project, 2) relevant history about how the project came to be, and 3) how the client plans to use the results.
Recommended Reading: Ultimate Guide to Ad Concept Testing Surveys
Branding Survey Example Questions
There are a lot of different questions that can be asked in a new branding survey.
Types of questions may include purchase interest, appeal, testing specific brand metrics (i.e., helpfulness, trustworthiness, uniqueness, differentiation), as well as heatmaps questions to gather feedback for potential branding mock-ups.
Check out these example questions written by our market research company below!
- Thinking about using the [example new product concept], how interested are you in purchasing it? Select a rating.
- Please explain why you rated your level of interest in purchasing the [example new product concept] as a [insert response] out of 5. Enter your response below.
- Thinking about the [example new product concept], how much do you agree or disagree with each of the following statements? Select a rating for each.
- I like the name of [Example new product concept]
- [Example new product concept] seems unique
- I like [example new product concept]
- [Example new product concept] seems unfinished
- [Example new product concept] seems reliable
- [Example new product concept] seems helpful
- [Example new product concept] stands out among similar products I’m aware of.
- Thinking about the [example new product concept], how much do you think the tagline below fits with the product? Select a rating.
- Please explain why you rated the tagline, [example tagline] as a [insert response] out of 5. Enter your response below.
- How much do you like the logo below for [example new product concept]? Select a rating.
- Please review the logo below and share what you like and/or dislike most about it. Click on a part of the image to provide feedback on that area. Then select ‘Like’ and/or ‘Dislike,’ enter any comments, and hit ‘Save’ when done. Select another point on the image to share additional feedback.
- Next, how much do you like the ad shown below for [example new product concept]? Select a rating.
- Please review the ad below and share what you like and/or dislike most about it. Click on a part of the image to provide feedback on that area. Then select ‘Like’ and/or ‘Dislike,’ enter any comments, and hit ‘Save’ when done. Select another point on the image to share additional feedback.
💡 The Key Takeaway: These example questions show how much can be tested in just 15 survey questions. In addition to questions like this, the market research company will also need to include screener questions in the survey to ensure the right target audience is being reached.
Results to Expect From a Branding Survey
The findings of a branding survey will help a team decide whether adjustments need to be made before progressing with the launch of the new branding.
The research can also include specific adjustments that could be considered to increase the interest and appeal of the product or service.
Types of deliverables for a branding survey include:
- Raw data file: This is exactly what it sounds like. Clients will get the full, line-by-line survey data.
- Online portals: This will give users question-by-question charts so they can easily walk through the survey results.
- Topline report: This is a quicker, summary-like report that is delivered via a Word document. It will include a full overview of the background and methodology as well as all of the most important key findings from the survey. It will also include a few data visualizations to help bring the data to life.
- Comprehensive report: This is a more detailed report that is delivered via PowerPoint document or PDF. It will include all of the details from the background and methodology, executive summary, key findings, and detailed findings. This also includes several data visualizations throughout the report.
💡 The Key Takeaway: Before signing off a branding study, ask the research team what type of reporting they suggest. If the client team is more comfortable with survey data or they have a smaller budget, they may suggest the topline report. Alternatively, if the client team is looking for both the overall key findings as well as the full details, they may suggest a comprehensive report.
Recommended Reading: Topline or Comprehensive Market Research Report: What’s the Difference?
Conduct a Branding Survey with Drive Research
Drive Research is a national market research company that designs custom qualitative and quantitative methodologies for clients across the country. Our team of certified market research professionals has 30+ years of experience working with industries and brands of all backgrounds.
Interested in working with Drive Research to help test the branding of your product or service? Contact our team today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Emily Taylor
As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.
Learn more about Emily, here.
