What is brand perception?

Brand perception refers to the collective beliefs, attitudes, and opinions consumers hold about a brand based on their interactions and experiences. It encompasses individuals' overall impression of the brand, shaped by factors such as brand identity, messaging, product/service experience, customer service, and social proof. Positive brand perception leads to loyalty and advocacy, while negative perceptions can result in avoidance or brand switching. Understanding and managing brand perception is essential for businesses to build strong relationships with consumers and maintain a competitive edge in the market.

Qualitative research to uncover brand perception

Qualitative research, which combines market research and UX research elements can help achieve brand perception objectives. Through methods like focus groups and interviews, researchers explore the nuances of consumer attitudes and behaviors. By understanding the context in which perceptions form, they uncover subtle associations and unspoken feelings that affect consumer choices. This approach provides detailed insights beyond simple metrics, capturing how consumers talk about and relate to the brand. 

Moderated vs unmoderated studies

Moderated and unmoderated studies present distinct approaches to gathering research insights. In a moderated study, a researcher guides participants through discussions, interviews, or testing sessions, facilitating conversation and probing for deeper insights. This direct interaction allows for real-time feedback and clarification, allowing researchers to explore unexpected avenues and explore participants' perspectives. Conversely, unmoderated studies involve participants completing tasks or surveys independently, without direct interaction with a moderator. Participants follow instructions digitally, responding at their own pace and convenience. While unmoderated studies lack the immediacy and depth of interaction seen in moderated studies, they offer scalability, efficiency, and cost-effectiveness. Remote platforms and tools facilitate unmoderated studies, allowing for a broader reach and larger sample size. Ultimately, the choice between moderated and unmoderated studies depends on research objectives, budget considerations, and the desired level of participant interaction.

Unmoderated studies to uncover brand perception

In an unmoderated study aimed at uncovering brand perception, participants independently engage with various brand materials, such as advertisements, websites, or products, without direct interaction with a moderator. Tasks involve:

• Viewing brand advertisements to gauge their effectiveness and resonance.
• Exploring the brand's website or social media presence to assess the user experience and messaging.
• Interacting with the brand's products or services in a simulated environment to evaluate quality, functionality, and overall satisfaction.

After engaging with these materials, participants are prompted to provide feedback via surveys or open-ended questions. This feedback may include:

• Expressing their thoughts and feelings about the brand based on their experiences.
• Describing their perceptions of the brand's qualities, values, and personality.
• Highlighting any positive or negative associations they have with the brand.

Additionally, quantitative measures such as rating scales or Likert-type questions (survey questions where respondents rate their agreement with statements on a scale) may be included to gather more structured data on specific aspects of brand perception, such as perceived quality, trustworthiness, or brand personality traits. Diary studies can be leveraged here as well, where pictures of brand ads, products or services can be shared along with close-ended questions eliciting thoughts, opinions or first impressions.

Recruitment for the study may be conducted via online platforms to ensure a diverse range of demographics, allowing for a comprehensive understanding of brand perception across different segments of the target audience. Finally, the data collected from the study is analyzed to identify trends, patterns, and insights into how the brand is perceived by consumers, providing valuable guidance for brand management and marketing strategies.

Brand perception is vital for consumer behavior and marketing strategy, shaping how people perceive and engage with brands. Qualitative research, including moderated and unmoderated studies, provides valuable insights into consumer attitudes. Unmoderated studies, in particular, allow for independent engagement with brand materials, yielding feedback on various brand experiences. By combining qualitative and quantitative measures, researchers can gain detailed insights into consumer perceptions, guiding brand strategies effectively. 

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Cover Image by Charlotte May

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