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Brand Tracking Survey Essay Sample

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Brand Tracking Survey Essay Sample

This is a brand tracking survey that Steinlager beer might use. You will see where you can insert your own product category and brand name. Notice how the questions go from broad to specific. Keep that format if you add your own questions. Keep all of these questions! Be aware that in some situations, brand tracking may be concerned with which products the brand reminds consumers of (when the brand is on multiple products), instead of which brands the product reminds people of (as we do here). Parts of this survey come from:

Keller, Kevin Lane (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, New Jersey: Prentice Hall, p382-383.

You would conduct this kind of survey by telephone or in person. The interviewer can complete the questionnaire1. Alternatively, give respondents a printed copy to complete, but save any pages that mention the target brand until they have completed the first part. Always begin with an introduction that tells who you are, what you are doing and what you will ask them to do. Use one like the one provided here.

Introduction Information for Participants

“I am conducting a short interview on consumer opinions about certain products. This is part of my study about brands at the Waikato Management School. I’m in Dr Carolyn Costley’s class on Brand Strategy. The questions will take about ten minutes. You do not have to answer them. If you do, I will combine your responses with other people’s responses and include them in my report for class. They will also go into a database that the lecturer will keep for future comparisons. Would you be willing to answer some questions?”

Note to interviewers: Please record the country of residence of people you interview. I don’t mind if you collect data from friends and family in your home country. Feel free to translate the questions so that you may interact in the most comfortable language.

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