Market Awareness & Perception

Companies implement awareness, image and perception marketing research studies to understand the level at which consumers are familiar with and have positive opinions about their products or services.  A high level of awareness is important to a  company that is trying to grow larger market share.

Market Awareness

Awareness level measures whether consumers know about and are familiar with a company, organization, product, or service.

Awareness can be measured in two forms:

  • The extent to which consumers think of a company or product on a top-of-mind basis in unaided awareness. A survey might ask, “When you think of companies that provide these kinds of products, which company first comes to mind?”
  • The extent to which consumers who know about a company or product are familiar with that company or product is aided awareness. A survey might ask, “How familiar are you with this company? Would you say you are very familiar, somewhat familiar, or not familiar?”


Perception focuses on the consumers’ opinions about, experiences with, and attitudes toward a company or organization and their brand as compared with that of competitors.  KRG can measure a company’s brand image by asking consumers, decision-makers, or key markets to rate the company and its competitors on factors such as:

  • Quality of products or services
  • Reputation
  • Appeal of products and services
  • Customer service
  • Price or value
  • Sales and marketing
  • Delivery
  • Timeliness
  • Warranty and complaint resolution

Measurement of Awareness and Perception

KRG uses a combination of qualitative and quantitative research methods to measure awareness and brand image.  For example, we might use one-on-one interviews with key decision-makers to identify important factors within a particular market that influence whether people are familiar with a company or organization, how they decide which product or service they will purchase or use, and the emotional and rational components of the brands of the major competitors in the industry.

We may use the qualitative research results to design representative quantitative research surveys – most frequently telephone surveys – to determine with a high degree of accuracy how well-known our client’s brands are and how people perceive them as compared with competitors.  We might limit the survey to our client’s existing markets, or include potential markets, giving our clients a good sense of the resources they may need and the steps they must take to effectively enter new markets.

Companies and organizations use market awareness and perception research to support their key operational and marketing decisions.  Clients use the results to guide decisions about mission, goals, product design, customer service, personnel, delivery, marketing, communications, and public relations.

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