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Building brand recognition is critical since 59% of buyers look for known brands before purchasing a new product. Furthermore, buyers cannot consider items of which they are not informed. The familiar a consumer is with a brand, the more quickly they are with it and the more inclined they are to test it when purchasing.
Here, you will learn what unaided vs. aided brand awareness surveys tell us.
Brand awareness is a commercial phrase that refers to how well people know a product by its name. In an ideal world, customers’ brand awareness would include favorable judgments of the traits that set the product apart from the competitors.
A brand awareness campaign aims to acquaint the general public with a new or improved product while distinguishing it from competitors. Creating brand identification is a critical stage in promoting a new product or renewing an existing one.
Brand Awareness Guide by Voxco!
Brand awareness is crucial in projecting your products in front of the target customer. Learn how to engage with your customers and effectively establish an emotional connection with them.
And how surveys can help!
When potential customers contemplate purchasing decisions, brand awareness allows your brand to get to the front of their minds. Admittedly, a strong brand is crucial, but people must be aware of it to expand their business. Here comes the importance of unaided vs. aided brand awareness surveys.
Companies utilize various strategies to raise brand awareness, including marketing, social media, influencer programs, and, most importantly, brand awareness campaigns.
Following the campaign, you can send out a brand awareness survey to see if consumers know your brand. If they know the brand, you have a strong indicator that your campaign was successful and that people remember the brand due to seeing and paying attention to the commercials.
There are two types of questions in your brand awareness survey: unaided and aided. Both have distinct advantages, and when utilized correctly, they can increase your chances of getting great responses from participants.
Here we will look at the unaided vs. aided brand awareness survey.
Unaided brand awareness is the proportion of people who are familiar with your product, brand, or promotion without being assisted. It seeks an understanding of a brand without prompting.
For example, “When you think of sports shoes, what brands come to your mind?”
Respondents will mention Nike, Adidas, and perhaps other brands without prompting. Your determined unaided awareness statistic would be the total number of respondents who mentioned each brand.
When questioned, the percentage of responders who are familiar with your product, brand, or marketing is referred to as aided brand awareness. It is just the remark one receives when questioned about a certain brand.
For example, “Do you know about Nike sports shoes?”
Respondents will answer yes or no to define their aided awareness of each brand. Your computed aided awareness statistic would be the total number of respondents who mentioned each brand.
In the next section, we’ll discuss the difference between aided and unaided brand awareness and which one is better.
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Brand awareness analysis not only yields useful information about how a brand compares to the competition, but it also yields data that can be used to boost sales, enhance brand perception, create new channels, platforms, and points of entry to target audiences, and more.
Unaided awareness questions retain such brands in the thoughts of consumers. The following phase in the process, aided awareness, presents a choice list from which respondents can select the companies they are familiar. This list must be randomized and in the form of a multiple-choice question where they can choose any or all brands they are familiar with. Expect an increase in the percentage of unaided vs. aided brand awareness.
When selecting whether to use aided vs. unaided awareness surveys, businesses should consider asking both. However, remember to request unaided awareness prior to aided awareness.
If assessing both, businesses might consider restricting the list of firms in the aided awareness question to major rivals. Participants might easily get overwhelmed, especially if they have named one of the companies given in the unassisted question.
It’s also worth noting that surveys are one of many ways to assess aided and unaided awareness. These questions quickly adapt to qualitative research methods such as in-depth focus groups and interviews.
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Brand awareness is a significant idea worth considering. It reveals whether or not people have heard of or know your brand, and it also serves as a means of determining whether or not your advertising is effective. We have explained the significance and use of unaided vs. aided brand awareness surveys.
Practicing both aided and unaided awareness is beneficial in many circumstances. However, when this is done, unaided questions must be asked first.
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