When you are carrying out research to create awareness for your product or service, whether you use unaided or aided, awareness is still a positive outcome.
There are several different metrics that go into calculating a brand’s value, but one of the most important is awareness. Many businesses are focused on raising brand awareness, but it’s important to realize that there are different levels of awareness. The most important distinction is between top of mind (or unaided) and aided awareness. To identify these differences in awareness, you need to ask certain questions. There can be significant disparities in the outcomes that different types of awareness lead to.
Companies care a lot about understanding both how many people know about their brand without any prompting, as well as how many people can name the brand after being given a little bit of a reminder. This distinction is important because it helps to measure the strength of the company’s name recognition. To do this, researchers will ask questions in different ways. For example, they might ask people in a focus group or survey to name three fast-food restaurants off the top of their head.
A person’s first answer to a question is usually the correct one. Therefore, unaided awareness is so important to any brand. When a customer can think of your product without any help, it means you’ve made a lasting impression.
Brand awareness research is important for a variety of reasons. Not only does it let you know how your brand is doing in comparison to others, but it can also help to improve sales, change how people perceive your brand, allow you to connect with new audiences, and much more.
There are two main types of awareness when it comes to brands and marketing: aided and unaided. Aided awareness requires prompt, like seeing the brand name in a list or hearing it in a commercial. Unaided awareness is when people can name brands without any assistance, like if a product is the first thing that comes to mind in its category.
Aided and unaided awareness are two different types of market research that provide businesses with useful information. Aided awareness is when people are prompted to name a brand after being given a list of options, while unaided awareness is when people are simply asked to name brands in a certain category without any prompts. The data gathered from these studies can improve a business’s brand by helping them understand how their customers view them.
Unaided Awareness
Unaided awareness is the percentage of respondents aware of a product, brand, or advertising top-of-mind without assistance. The respondents’ awareness of your product, brand, or advertising is by far the most important metric. It indicates how well they remember your product and branding without being given any direct prompts or assistance. This type of question asks respondents generally what brands they are familiar with in an industry. For example, an unaided awareness question might ask, “Which brands first come to mind when you think about clothing?” and give participants the opportunity to input, unprompted, which brands they are most familiar with. This method of questioning measures brand recall.
Unaided awareness is when you think of a brand without being prompted. Unaided Awareness is when a person is not able to do any of those things. A person can be awake, but their awareness is impaired. For example, if someone were to ask you to name some brands of shampoo off the top of your head, the brands that you think of first would be your unaided awareness.
Aided Awareness
Aided Awareness is the term used to describe when a person is aware of their surroundings, such as their name, who they are, where they are, why they are in that place, and what is happening around them. Aided awareness evaluates prior knowledge of a brand that is prompted by a stimulus. Aided awareness always comes after unaided awareness to maintain the integrity of awareness without prompting. It is important to randomize the list of brands for each respondent to prevent sequence bias, which leads to the top choice being selected more often because it is listed first.
Depending on what type of research a company is pursuing, they might be interested in different types of insights. For example, if a brand is hoping to track how their brand is doing regionally, they could adjust the options in their survey to match where the respondent lives.
This could help give the company a more accurate idea of how their brand is doing in different areas.
Respondents will answer yes or no to confirm their awareness of each brand. If the respondent does not mention the brand unaided, then only aided awareness questions will be asked. To calculate the aggregate number of respondents mentioning each brand, you would add up all the individual figures.
Aided awareness happens when somebody is given a specific name and then asked their opinion on it. Herbal Essences shampoo would be an example of this because you are given the actual name of the product and then your thoughts and opinions on it are solicited.
As a marketer, you can’t stop at unaided awareness, you should aim for aided awareness. Read this article to know the difference between the two and to give you better insights.
We hope you enjoyed our discussion on the difference between aided and unaided awareness. We hope this blog post has been helpful. If you have any other questions or concerns about marketing research, please contact us anytime at www.philomathresearch.com. Thank you for reading, we are always excited when one of our posts can provide useful information on a topic like this!
