Navigating Brand Health Monitoring in the Digital Age

Written on:
February 26, 2024
Pawee Sriwareerat

Brand health research enables companies to gain valuable insights into how a brand is perceived, how it compares to competitors, and how it resonates with consumers. This is to make informed decisions, refine marketing strategies, and ultimately strengthen their brand presence. The evolution of brand health research in the online sphere reflects the shifting dynamics of consumer behavior and digital technologies. Traditionally, brand research relied on offline methods, but the rise of the internet has transformed how brands engage with and understand their audiences. Incorporating online survey tools and platforms, allows brands to adapt their strategies quickly, stay relevant in a fast-paced digital environment, and build stronger connections with their online audience.

Debunking the Myth: Traditional Methods Are More Reliable for National Population Representation

There exists a persistent belief that traditional offline methods, such as telephone surveys or face-to-face interviews, are inherently more reliable for achieving national population representation compared to online methods. Or that the online brand research predominantly captures the opinions of tech-savvy demographics. However, in today's digital age, it's essential to critically evaluate the validity of this assumption and recognize the strengths and limitations of both online and offline research methods. Here are the 5 reasons why online research is close to representing population.

  1. Diverse Online Audience: Contrary to popular belief, the online population is incredibly diverse, encompassing individuals from all age groups, socioeconomic backgrounds, and levels of technological proficiency. From teenagers to seniors, and from urban to rural areas, people from all walks of life actively engage in online activities, making online research accessible to a broad demographic spectrum.
  2. Device and Access Considerations: Modern online research platforms are designed to accommodate various devices and access points, including smartphones, tablets, and desktop computers. With more than 90% mobile penetration in ASEAN market, it can help reaching individuals with varying levels of technological literacy.
  3. Inclusive Sampling Techniques: Online sampling techniques have evolved significantly. Advanced sampling methodologies, such as stratified sampling, quota sampling, and random sampling, enable researchers to ensure representation across diverse demographic groups within the online population.
  4. Targeted Recruitment Strategies: There are multiple targeted recruitment strategies that can be chosen to engage underrepresented demographic groups in online research. This may involve partnering with online communities, forums, or social media groups that cater to specific demographics, or leveraging paid advertising campaigns to reach diverse audiences effectively.
  5. Data Weighting and Analysis: To account for potential sampling biases, researchers can apply data weighting techniques during analysis to adjust the representation of different demographic groups based on their prevalence in the overall population. This can ensure the accuracy and reliability of findings.

Best Practices and Tips for Effective Brand Health Research Online

#1 Establishing Clear Objectives and KPIs

  • Define Clear Objectives: Before embarking on brand health research online, it's essential to establish clear and specific research objectives. Determine what aspects of brand health you want to measure or improve and can take action on.
  • Set SMART Goals: Ensure that your objectives are SMART (Specific, Measurable, Achievable, Relevant, Time-bound) to provide a clear roadmap for your research efforts. This will help you stay focused and track progress effectively.
  • Identify Key Performance Indicators (KPIs): Choose relevant KPIs that align with your objectives and provide actionable insights into your brand's performance online. Common KPIs include Top-of-Mind Awareness, Consideration, On-strategy brand proposition attributes. Focus on capturing essential brand health metrics. This ensures that respondents are not overwhelmed with excessive questions and can provide meaningful responses.

#2 Implementing Robust Research Design

  • Define Your Target Audience: Clearly define your target audience based on demographic, psychographic, and behavioral characteristics. Understanding your audience's preferences, interests, and online behavior will help you design targeted research studies and sampling strategies.
  • Leverage Online Panels and Communities: Tap into online panels, communities, and social media groups to access diverse and engaged audiences for your research studies. These platforms offer access to pre-screened participants who are willing to provide feedback and insights on various topics.
  • Balance Quantitative and Qualitative Data: Strike a balance between quantitative and qualitative data collection methods to gain both breadth and depth of insights into brand health. Focus quantitative survey to KPIs to ensure audience isn’t fatigued from long survey, and exploring qualitative to understand why.

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With Milieu Canvas survey platform, monitoring progress on target audience and survey distribution channel is intuitive in a few clicks.

#3 Adapting with market dynamic

  • Monitor and Adapt: Continuously monitor the progress of your brand health research study and be prepared to adapt your research design as needed based on emerging insights, changing market conditions, and stakeholder feedback. Flexibility and agility are essential for optimizing the effectiveness and relevance of your brand health research over time.
  • Explore Emerging Technologies: Stay abreast of emerging technologies and trends in brand health research, such as artificial intelligence, machine learning, and natural language processing. Experiment with innovative research approaches and tools to uncover new insights and opportunities for your brand.

 Milieu Canvas Platform “Analyse” is intuitive analysis and dashboard tools to help team monitor KPIs across organization with all your data, in one place in an agile manner.

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