Brand Perception · Measuring perception · Component
The instrument
What is asked, of whom, how often — held constant between waves, because improving the survey destroys the trend it exists to produce.
The deliverable
What it is
Perception moves slowly, which means the trend is the point. A reworded question or a changed sample makes the trend measure the instrument rather than the brand.
The instrument should be designed once, with more care than feels proportionate, because it will be difficult to change for years afterwards without losing comparability.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The questions
What is asked, in the exact wording used.
3 attributes: Question · Question type · Version
LearnThe sample
Who is asked, and how they are selected.
3 attributes: Population · Sample size · Selection method
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Design the instrument once with disproportionate care. Changing it later costs the entire trend.
The other components in measuring perception
The reading
The results, with the sample and response rate that qualify them — because a figure without its denominator is not a finding.
LearnThe limits
What the method cannot see, and who was not asked — recorded alongside the result, because every method here is biased in a known direction.
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