Tracking brand reputation on a budget

Running a brand tracking study often means drowning in complex data and spending lots of money, but it doesn’t have to be that way. Survata allows companies to perform simple brand tracking studies, asking a few core questions, that provide meaningful and statistically significant findings. Performing a regular study for as little as $1000 per quarter can give insight to how your reputation is evolving, or clue you in on any aspect of how consumers view your brand.

For example, a business might want to gauge the longer term payoffs of a new PR campaign. By asking questions concerning brand trust or favorability on a regular basis, companies can measure whether their efforts are moving the needle. Obviously, brand reputation can fluctuate with things like current events, emerging competition, or company news. By staying on top of key numbers, brands can take preventative measures before experiencing a full-on PR disaster. A tracking study can also be useful for small companies, as tracking brand awareness can help evaluate company growth in comparison to the competition. Survata makes performing periodic market research easy and affordable, and allows you to track your brand without the hassle of hiring a large consulting firm.

Try your first brand tracking study today!

Airbnb logo redesign: More people see hearts than naughty parts

Airbnb recently launched a massive site redesign, complete with a brand new listings page and company logo. The new logo immediately caused media uproar, as many thought the Bélo depicts something more scandalous than a “symbol of belonging” as explained by Airbnb. Online discussion was less about whether the logo has human anatomical associations, and more about narrowing in on the specific private part the logo depicts. Survata has helped many designers and company executives evaluate their logos (since sometimes your logo may inadvertently look like underwear). So, we were inclined to immediately collect data on the topic, and find out whether the public at large was able to keep their minds out of the gutter.

The day of Airbnb’s redesign unveiling, we displayed their logo to several hundred online respondents and asked a simple question:

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The data indicates that innocence is perhaps not entirely lost. While responses like “boobs,” “vagina,” and “butt” came in relatively high numbers, “paperclip” and “upside-down heart” were by far the more common answers. One takeaway from this study is one we already knew: Internet commentators can shade hypercritical (or at least enjoy perpetuating a joke that might not be as apparent to a neutral party). But another is that performing quick consumer research on a logo can be a timely way to clue you in on logo issues before they are trending on Twitter.

Here’s a visualization of how people answered the above question, and you can download the underlying data here.

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