How to Measure Consumer Awareness

by Charlie Gaston - Updated September 26, 2017
Couple shopping

Measuring consumer awareness requires more than just approaching a consumer and asking, “Have you heard of our product?” It requires measuring sales, tracking consumer preferences, and determining a show of interest for the product or service. The process is not easy and in most cases requires several steps to accomplish. Whether you want to measure consumer awareness for a single product or a complete product line, you can use one or all of the following six methods to determine how familiar consumers are with your product or service.

Use the sales method. Measure consumer awareness based on volume of sales. Determine how sales increase over a tracking period as advertising and marketing tools are used to promote consumer awareness. For example, pay attention to increases in sales revenue after an ad campaign or in-store sales promotion.

Incorporate aspects of the “trial-and-error” method to follow up on the sales method. Rely on sales figures to measure the effectiveness of your marketing campaign. If immediate increases are not seen, test out other methods to increase consumer awareness. For example, instead of just offering a weekly flyer, you can also add in-store banners and coupons to make more of an impression on consumers.

Rely on the show-of-interest method. Measure how many in-store, phone and mail inquiries are made regarding your product or service. This cost effective method is easy to track and provides a clear understanding of how well sales and marketing tools move your product(s) out of the store.

Rely on the awareness/preference method. Determine consumer awareness based on how many consumers show a preference for the product or service. In-store feedback cards and product testing stations are an ideal way to implement this method. Ask consumers to state their preference among competitor products and explain why the selected product is superior.

Conduct a study to measure consumer awareness. Use the readership/viewership method to determine if your target audience is exposed to your marketing message and how they responding to it. Conduct an in-store study or use a ratings system if available.

Round out your search by using anecdotal information such as information about how helpful your staff or company website is in offering product information. The Anecdotal Method provides you with useful anecdotal feedback to measure if your marketing message is getting through to your target audience.

Tips

  • Measuring results for your marketing efforts will help your store or corporation to determine how consumers feel about your product or service.

About the Author

Charlie Gaston has written numerous instructional articles on topics ranging from business to communications and estate planning. Gaston holds a bachelor's degree in international business and a master's degree in communications. She is fluent in Spanish and has extensive travel experience.

Photo Credits

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