Evaluating brand health—why traditional survey methods are not enough

[shaownhasan]

Your survey design could lead to biased responses: You don’t know what you don’t know. Even now, an online conversation could impact how people will perceive your brand for months to come.

Even the most intentional question list can return biased results if it’s not informed by accurate insights.

You need timely insights: Brand health survey design and malaysia mobile database distribution takes a long time. If you need to understand how a current event is affecting your brand perception, you don’t have any time to waste.

NPS and star ratings don’t provide the whole picture: Net promoter scores (NPS) and star rating systems aren’t the most dependable brand survey methods.

They give you no contextual insights and are notoriously difficult to trust given that most users provide ratings arbitrarily. For example, ratings may depend on the mood of the customer or have nothing to do with the product but rather their interactions with staff. Unless there is a comment accompanying the rating, you have no way of getting actionable insights to improve your brand health.

Ratings discount customer segmentation: Customer demographics play a key role in market research as brand experience may differ vastly based on segmentations such as age groups or ethnic backgrounds.

For example, a resort may get different ratings from families with little children than from older guests based on the holiday, in-house entertainment facilities or proximity to transportation. That’s why blanket biannual brand surveys for customer ratings can give you skewed data.