One of the most important things companies do to grow is to monitor how people perceive their brand. Thanks to brand trackers that collect this information on brand perception, companies can better understand the effectiveness of their marketing efforts and use consumer opinion as a barometer to direct their business decisions.
\nIt is therefore crucial that brand trackers collect this information in an effective and accurate manner. One of the biggest contributors towards achieving this is through the design of the survey. At best, a poorly designed survey will only result in fatigue and frustration for the respondent who is committed to providing honest answers. However, a more likely and common outcome is that respondents lose interest in the survey, either responding with minimum effort or abandoning it entirely.
\nThe problem with addressing survey design for brand trackers is that any change in the survey will inevitably result in a major fluctuation of data, which will ultimately mean previously collected data from the originally designed survey will be incomparable to newly collected data from an improved survey design. While this problem is not desirable for insights companies, the detriments of using old and outdated survey designs outweigh the inconveniences of updating methods.
"}},"cardsHorizontal":null,"titleCardsRight":null,"mediaCardsRight":null,"videoAutoplay":null,"playVideoWhenInView":null,"showVideoControls":null,"videoShareUrl":null,"videoPosterImage":null,"pageReferences":null},{"__typename":"ContentfulLandingSections","id":"e52e9b7e-ec8b-5e0d-aadf-a16bbbd58441","variant":"image-right","backgroundGradientsBottomLeft":null,"backgroundGradientsBottomRight":null,"backgroundGradientsTopLeft":null,"backgroundGradientsTopRight":null,"backgroundGradientsWidth":null,"brandImages":null,"brandImagesScrolling":null,"bulletpoints":null,"colorScheme":null,"title":{"title":"More Whitepapers"},"subTitle":null,"description":{"description":"Learn more about advanced brand tracking."},"mobileMedia":null,"media":{"__typename":"ContentfulAsset","id":"5fb581ef-10ec-598a-a4f2-46aa45bbf6f9","description":"","title":"People talking next to graph with purple background (Article Image)","file":{"contentType":"image/svg+xml","url":"//images.ctfassets.net/7so8go2zrvbw/6svGHcwGeYm6rzEoYETKRe/3b354152d882f980162c45f5c6af42ee/Footer_img_animated.svg","details":{"image":{"width":508,"height":243}}},"gatsbyImageData":null},"mediaToFitSection":null,"embedYoutubeId":null,"buttons":[{"__typename":"ContentfulButton","id":"52c077ee-7cb7-5c70-b1c6-e097ba40fa38","label":"Learn More","variant":"primary","newTab":false,"bypassTheme":null,"link":{"__typename":"ContentfulPage","id":"7e13b9de-84bc-5849-ae02-605f2e8a6bd7","slug":"whitepapers"},"customBehavior":null}],"cardsTitle":null,"cardsDescription":null,"cards":null,"category":null,"scrollCardsOnMobile":null,"files":null,"layoutAlignment":"content-first","mediaAlign":"right","mediaSize":"medium","newsletterFormPurple":null,"titleSize":"48/30","titleLevel":null,"theme":null,"anchor":"more-whitepapers","typerwriterContent":null,"grid":null,"accordionComponent":null,"customSpacing":null,"additionalText":null,"cardsHorizontal":null,"titleCardsRight":null,"mediaCardsRight":null,"videoAutoplay":null,"playVideoWhenInView":null,"showVideoControls":null,"videoShareUrl":null,"videoPosterImage":null,"pageReferences":null}],"secondaryImage":null}},"pageContext":{"slug":"whitepapers/mobile-optimized-surveys-bring-tracking-insights"}}, "staticQueryHashes": ["1309664487","207871099","2248897157","2816198605","3308694364","3649515864"]}