The QSP Brand Awareness Study aims to objectively and clearly measure the level of awareness and visibility of a brand, product, event or initiative among its target audience. This study focuses specifically on awareness and answers a fundamental question: who knows the brand, and to what extent.
The analysis covers the different levels of brand awareness:
- Top-of-Mind Awareness
- Spontaneous Awareness
- Aided Awareness
This approach makes it possible to understand not only whether a brand is known, but also the strength and accessibility of the brand in consumers’ minds. It is particularly relevant for assessing the impact of communication activities, campaigns, launches or events.
The QSP Brand Awareness Study can be applied across multiple contexts, including:
- Brands and products
- Events and initiatives
- Institutions, projects or concepts
- Pre- and post-campaign evaluation
The methodology is tailored to the specific objectives of each project and to the audience under analysis, ensuring clear, comparable and actionable results. These insights are valuable both for ongoing monitoring and for ad hoc evaluations.
EXAMPLE OF ABRAND AWARENESS STUDY OUTPUT
KEY BENEFITS OF QSP Brand Awareness Study:
- Objective measurement of brand or initiative awareness levels
- Assessment of the impact of communication and activation campaigns
- Monitoring of awareness evolution over time
- Strategic support for the definition and optimization of communication strategies
The QSP Brand Awareness Study provides a direct and focused view of brand visibility, serving as an essential tool to measure impact, guide investment decisions and support strategic choices in communication and branding.