Description
- Awareness, perceptions, attitude and behavioral questions
- Focus on one or more brands
- Extensive demographic and lifestyle array
- Sample sizes are typically large—allows analyses within smaller cells
- Extensive analyses of data, including advanced statistical techniques
- Typically a minimum of 20 minutes in duration
Applications
- Major brand positioning studies for one or more products/services
- Reveal market opportunities
- Develop models of consumer/customer behavior
- Awareness/recall of marketing efforts including media, messaging and overall image
- Delineate demographic, lifestyle and market differences
- Segmentation analysis
Limits
- Relatively large investment
- Requires purchase of reliable sample
- Sensitive to subject cooperation rates
- Requires multiple attempts at reaching each sample point
- Survey length may cause break-offs
- Lengthy time period for questionnaire development, programming and field work
- Limited open-ended questions with probes
Value
- Large, random sample allows for reliable estimates of population and sub-cell statistics
- Capable of identifying important sub-cells such as lost and potential customers
- Data lends itself to more extensive and advanced statistical analyses and modeling
- Data allows for critical decision making with a high level of confidence
