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SurveyMonkey 能滿足各種使用案例和需求。歡迎探索我們的產品,瞭解 SurveyMonkey 能為您提供什麼協助。

使用領先全球的線上調查問卷服務,獲得以資料為導向的深入解析。

探索集合於單一強大平台上的核心功能和進階工具。

建立並自訂線上表單,以收集資訊並接受付款。

可與超過 100 款應用程式和外掛程式整合,讓您事半功倍。

量身打造的解決方案,滿足您所有的市場研究需求。

利用內建的 AI 打造更優質的調查問卷並快速獲得獨到見解。

範本

測量客戶對貴公司的滿意度和忠誠度。

瞭解如何讓客戶滿意,使他們成為您忠實的擁護者。

取得可化為實際行動的深入解析,改善使用者的體驗。

向潛在客戶、受邀人等對象收集聯絡資訊。

輕鬆收集並追蹤下一場活動的邀請回函。

瞭解出席者的期待,使下一場活動更成功。

發掘能提升員工參與度並改善績效的深入解析。

收集出席者的想法和意見,把下一場會議辦得更好。

運用同儕的想法和意見來協助員工提升績效。

打造更好的課程並改善教學方法。

瞭解學生對課程資料和教學狀況的評價。

瞭解客戶對您的新產品構想有何看法。

資源

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有關問卷調查、商務技巧及更多其他內容,都在我們的部落格。

SurveyMonkey 的使用教學與指南。

頂尖品牌如何透過 SurveyMonkey 推動成長。

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Brand tracking surveys to measure marketing efforts

Learn what smart brand managers do to run successful branding and advertising campaigns

When you perform a brand tracking survey, you’re essentially taking your brands’s vitals by asking: How aware are consumers of your brand and whether they’re customers; what they feel about your brand; what they expect from you and your competitors; and whether they plan to purchase your product or service.

In any case, if you’re a brand manager or in marketing, you know it’s important to monitor your brand health so you can stay in step with your competitors. But tracking your brand equity can also help you measure how you do over time, as well as measure the impact of marketing and brand advertising campaigns.

Say you’re a shoe manufacturer who launched your latest brand advertising campaign with posters touting your newest running shoe in buses and subways. Do you know if the ads influence your target market, or translate it to a lift in sales? Maybe using a QR code or a special offer can give you some loose indication of the posters’ impact, but counting scans or downloads doesn’t tell you how consumers feel about your brand as a result of the campaign.

When you conduct a brand tracking survey in conjunction with your advertising campaigns, you can get a much better sense of the overall impact–and get customer insights to help inform future campaigns. The key is to find out how consumers feel about your brand before you launch your ads–then to reassess after. That way, you can see if (and how) your new brand strategy is affecting your target market. Additionally, you can set benchmarks to measure your brand health over time.

If you want to create a comprehensive brand survey, make sure you cover the following areas:

Brand awareness is how familiar consumers are with your brand. If, for example, someone is asked to recommend a great running shoe, which brand will they suggest? Will they recommend Nike simply because it’s one of the most well-known athletic brands? You may be missing out on sales if your brand isn’t present in consumers’ minds. Find out where you stand with consumers with a brand awareness survey.

How frequently do consumers purchase your product or service? Are they purchasing from your competitors? If runners recommend Nike to all of their friends–and you’re trying to break into the market–how can you show consumers you’re a better brand? Understanding consumers’ brand usage will help you see where you stand, and enable competitive analysis to help you find the right niche.

What do consumers think your brand should do for them? Are you meeting their expectations? What benefits and pitfalls do they associate with your product category? A part of the reason consumers may think positively of your brand is not based on convenience or price, but how well you fulfill their needs. Getting consumers’ opinion about your brand attributes can help you understand where you’re doing well, and what you need to improve your message.

Be sure to include questions that ask consumers whether or not they’re planning on purchasing your product or service in the future. Comparing purchase intent before an after an advertising campaign is a great way to see how you’re doing.

When you want to see how aware consumers are of your brand, the best way to make sure you’re getting a true measure of whether or not you’re present in consumers’ minds is to give them an initial survey with unaided questions (questions that do not include your brand name–consumers recall your brand without being given a hint.)

Example: When you think of running shoes, what brands come to mind?

Respondents can write in any brands they can think of, and you can use the answers to give you an accurate measure of whether or not consumers know who you are. In addition, you now know who your major competitors are–and can measure your brand against them in other surveys down the road. Measure how aware consumers are of your brand with the Brand Awareness Survey Template.

With brand usage questions, you want to measure if people have used your brand in the past, if they use it now, and how frequently they purchase your product or service. You should also ask if they’re purchasing other brands. Remember, you already know which other brands to include in your survey questions because you asked consumers to name brands in your brand awareness question.

Example: Please indicate which of the following brands you buy or use regularly. (Select all that apply.)

  • Brooks
  • Nike
  • Mizuno
  • Asics
  • New Balance
  • Other (Please specify)

Make sure to include an “Other (Please specify)” option so that you don’t force respondents to choose an answer that doesn’t reflect how they truly feel. You can also learn about other popular competitors by including a text box that allows respondents to provide their own answer.

In an initial survey, ask open-ended questions to see what consumers expect from products like yours.

Examples:

  • What are some positive words you would use to describe running shoes?
  • What are some negative words you would use to describe running shoes?
  • What are some traits would you say is most important for running shoes to have?

To get deeper insights, follow up by asking respondents to rate your competitive set on attributes that you know are important to consumers. This approach will help you see which characteristics consumers associate with your brand (and your competitors) so you can play up certain concepts in your brand advertising campaign.

Example: We would like to know whether or not you associate the following characteristics with each brand provided. Select all of the characteristics that apply to each brand. If you have never heard of a particular brand, please leave those rating boxes blank.

To see how purchase intent changes after your campaign, ask the same question before and after, using a Likert scale to measure how likely they are to purchase your product.

Example: How likely are you to purchase Brooks running shoes in the future?

  • Extremely likely
  • Quite likely
  • Moderately likely
  • Slightly likely
  • Not at all likely

You can also ask purchase intent questions about where consumers will make their purchase (online or in-store); if online, through which site; and when, (in the next month, 6 months, 12 months) so you can track and predict purchase behavior that will inform the timing and location of your next campaign.

You can run an initial demographic survey to find people who’d be inclined to purchase running shoes–and continue to target that demographic frequently. After you perform your initial brand tracking survey, and you’ve got your first set of data, you should repeat that survey often to note trends over time. Through SurveyMonkey Audience, we can also help you find thousands of qualified respondents.

Rapidly growing companies or companies in a quickly changing market should engage in brand tracking research on a quarterly basis. Companies in other markets should run brand surveys 1-2 times a year. Whichever interval you choose, be sure to stay consistent so you can accurately monitor positive and negative trends–so your next brand advertising campaign will reach the right people at the right time (and send the right message).

Want to learn more about managing your brand’s performance? Visit the Branding and Brand Identity resource page.

Kvinne med rødt hår som lager en spørreundersøkelse på en laptop

探索我們專為特定角色或產業設計的眾多工具組,幫助您善加利用意見回饋。

En mann og en kvinne som ser på en artikkel på en laptop og skriver ned informasjon på gule lapper

在離職面談中詢問合適的問題,以減少員工流失。立即開始使用我們的員工表單建立器工具和範本。

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透過自訂同意表單,取得所需的權限。立即免費註冊,開始使用我們的同意表單範本建立表單。

Kvinne som ser over informasjon på laptopen sin

輕鬆建立和自訂專屬的請求表單,以收集員工、客戶及其他對象的要求或申請。使用專家建立的範本,幾分鐘就能完成。