Use Market Research to Tie Brand Awareness and Purchase Intent to Sales
- Which brands first come to mind when thinking of "category X"? (unaided awareness)
- Which of the following brands (list) have you ever heard of? (aided awareness)
Get a better picture of the respondents' product usage by asking:
- Which brand(s) within category X do you "regularly" purchase?
- Which brand is your favorite?
- Which brand did you last purchase?
- How often do you purchase this type of product?
(Light, medium, heavy user?)
- What percentage of "category X" purchases that you've made (within a certain timeframe) were "brand A"? (your share of customer)
For those who have used your brand, quantify purchase intent with the following question:
- The next time you need this product, how likely are you to purchase "brand A"?
Next, index awareness levels to sales to sales revenues. Be sure account for category sales within the same time period. Your actual sales may have gone down, but the entire category may have gone down as well, and you may in fact have gotten more than your previous share of the category sales.
As you track these metrics over time, you will be able to quantify what a point of unaided awareness is worth in sales revenue. It's one tool that will help you understand the effect that your communications have on sales beyond the responses that you can count directly.