Other surveys have found that people

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Often claim to eat healthy foods, but if you open their trash cans, you'll find that's not the case. So how do you understand it? The customer's mind is deep and you can't guess it. So, use two ways of thinking to study it: Qualitative Research - Written Description Free association: Ask customers what images come to mind when they think of the brand. Projection method: Give consumers an incomplete stimulus and ask them to complete it. This method believes that consumers will reveal their true ideas and feelings during the test .



Storytelling, personification exercises, role-playing, experimental methods, etc. Quantitative research - numerical description By using various scale questions, a numerical description and summary of the brand number data is formed. The main questions are: brand awareness (recognition and recall), brand image, brand response (purchase intention / recommendation intention), etc. In short, everything is numerical. The higher the score on the table, the better. 2. Asset results Evaluate asset results, that is, look at the performance of your brand in the market.





The market performance here cannot be simply understood as sales volume or profit, but the value of the brand in the entire industry or market. We need to know that when an airplane is flying, the pilot has to consider a series of data displayed by the instrument. The same is true for brands. Here are two methods to evaluate: Comparative method. Holistic approach. Comparative method: testing consumers' attitudes and behaviors toward a brand. Brand comparison : Observing the responses of two groups of consumers to a brand and competing brands under the same marketing program. Marketing comparison: