In this article we run through the practical steps of designing, setting up and running a brand awareness survey.

Answers to open-ended questions in online surveys can produce valuable insights in respondents’ own words, which add colour and a human voice to the results.  However, often they can be disappointing, repetitive or appear throw away or low engagement.

With the current disruption to the qual world, it’s not looking feasible to do focus groups for packaging research in the near future. However, various online research methods are an increasingly viable alternative.

When designing a brand awareness survey, there are various questions that typically need to be included in the questionnaire.