Brand Measurement: Blending Sample Suppliers
- Posted by Alex Brooks
- On April 18, 2022
For your company to grow, it’s important to measure your brand. Brand measurement allows you to prosper because it provides vital insight into consumers’ awareness and preferences.
When conducting a study measuring brand, be it awareness, familiarity, engagement, etc., it is critical to construct a sampling plan that includes blending multiple study suppliers. Why? Because all suppliers recruit differently so relying on a single supplier can result in potentially inflated, deflated, or plainly inaccurate results.
For example, a brand study for a dog food company performed by a supplier who recruits respondents who buy premium dog foods, or includes a panel resource affiliated with the brand, will likely result in inflated awareness of certain dog foods. By using only this one supplier, you’re likely to end up with higher brand awareness scores than one would normally see in the general population of dog owners. In other words, the dog food company may be led to believe they are performing better than they really are.
To prevent this risk of bias, make sure to understand how each supplier recruits panelists and how they get into the respondent population. It can be somewhat of a herculean task to identify the recruiting practices of the hundreds of suppliers in the marketplace. Ask us how we can help.
Once you’ve done your research, create supplier blends that will offset the bias created by certain recruiting practices.
Once you select your suppliers, follow these two steps:
- Prevent single supplier dependency. Allocate a certain percentage of completes across all suppliers ensuring no single supplier is responsible for more than 20% – 30% of your total respondents.
- Continuously monitor key metrics (incidence, awareness, familiarity, etc.) among suppliers to determine if any supplier is producing results that are considered outliers. If you do find outliers, further examination and removal or replacement of certain suppliers may be up for consideration.
Executing your brand measurement study with a multi-supplier blend takes into account and offsets the different details in the composition of each panel, which will go a long way in preventing bias.
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