Going From Measuring Marketing To Measuring The Market
Market research, analytics, and business intelligence all exist to help us make more sense of the marketing we produce and its effect on the consumers we want to reach.
And yet, many of our measurement tools only allow us to measure the things we control: websites, social media properties, ad platforms, etc.
But what about the rest of the places on the Internet that we don’t control? Heck, what about the entire physical world?
There are so many more ideas and perceptions out there about your brand that can’t possibly be seen by looking at your internally-focused dashboards and reports.
This realization is the first step in going from measuring your marketing to measuring the market.
In order to measure the market, you need to have consistent, meaningful ways to quantify and qualify the thoughts and opinions of all consumers, not just your customers or prospects.
Introducing brand perception questions like the ones described above as a part of an ongoing consumer surveying strategy is a brilliant way to measure and grow your brand.
If you’re struggling to think of a list of questions to use, take these three questions and put them into any survey platform. Then identify a good group of consumers either through digital advertising, email lists, or a consumer panel/surveying service.
Getting this all set up takes less than a half hour once per quarter, and the information you’ll learn as a result will often trump even the most exciting insights that our analytics platforms can reveal.
If you haven’t started asking brand perception survey questions yet, get started today and be amazed by how much your VoC efforts will advance.