Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers.
Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey data, we should find additional methods that seek to analyze consumers’ relationship to brands in the field by observing real-world consumer attitudes.
We can start with blogs.
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