Brand Tracking Survey
Finding the baseline in awareness, attitudes, and favorability of a higher education institution among college students and the general population for an upcoming ad campaign.
*'The School' is anonymous for confidentiality reasons.
Role: Lead Researcher
Method: Survey
Company: Mid-Size Creative Agency
Insights
'The School' has strong brand awareness (aided and unaided)
'The School' is present in recent conversation
'The School' is favored as a community college in Idaho
People have similar perceptions towards 'The School' as they do towards community colleges in general
Population
A survey was sent via Survey Monkey to two populations: Boise metro area general population and Idaho college students.
TARGET:
95% confidence interval
6% margin of error
COMPLETED:
353 Boise metropolitan adults
258 Idaho college students (I personally recruited 100)
Methods
A survey was created with a mix of open-ended questions, Likert-type questions, and multiple choice.
The questions established metrics for each population that measured:
Brand Awareness (Aided and Unaided)
Brand Preference
Attitudes
Brand Favorability
The survey was written in a style that could be replicated to measure progress after the ad campaign launches.
Analysis/Report
Results from the survey were cross-tabbed between the two populations and between the different demographics of our sample.
Percentages, averages, and mode were calculated for likert-type data and presented with histograms. Additionally, the open-ended questions were coded for common themes.
Overall, this report for successful in providing the ad agency with a baseline of key metrics to compare against when they launch their campaign and redo the survey.
Return Home
Next Case Study