Brand Perception · Measuring perception · Component
The reading
The results, with the sample and response rate that qualify them — because a figure without its denominator is not a finding.
The deliverable
What it is
Perception readings move within a band from wave to wave for reasons that have nothing to do with the brand. Knowing the band is what allows a real change to be recognised.
Response rate is itself a reading. A falling rate changes who is represented in the sample and is frequently the most important thing in the report.
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 results
The figures themselves, per measure and per audience.
3 attributes: Result · Audience · Previous wave
LearnThe response rate
How many of those approached actually answered.
3 attributes: Response rate · Responses · Trend
LearnThe movement
What actually changed, against normal variation.
3 attributes: Change · Normal variation · Waves sustained
Learn
A falling response rate changes who is in the sample. Report it next to every figure it qualifies.
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 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.
Learn