Brand Perception · Measuring perception · Component
The 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.
The deliverable
What it is
Surveys collect considered answers to questions people had not thought about. Social sentiment collects the views of the minority who post. Interviews collect what people will say to a stranger. Each is useful and each is biased.
Recording the limits alongside the results is what stops a single method being read as the truth, which is how most brand research is misused.
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 known biases
How the method distorts, and in which direction.
3 attributes: Bias · Direction · Estimated size
LearnThe not reached
Who is missing from the sample.
3 attributes: Missing group · Why · Likely difference
LearnThe second method
What a different method would add.
3 attributes: Method · What it adds · In use
Learn
Lapsed customers and those who chose otherwise hold the unflattering view. Their absence from the sample is systematic.
The other components in measuring perception
The instrument
What is asked, of whom, how often — held constant between waves, because improving the survey destroys the trend it exists to produce.
LearnThe reading
The results, with the sample and response rate that qualify them — because a figure without its denominator is not a finding.
Learn