Hey there…have you heard of me?
In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer.
Awareness should be measured in two ways – unaided and aided. Unaided awareness is captured via an open-ended question. For example:
Please name three brands of dishwashing....