Unless there’s a sign on your door that says Google, you’ll have plenty of competition. This research tool helps you analyze brand positioning among relevant players so you can navigate the competitive jungle. In other words, it’s a subtle way to find out what people really think.
Make it likable with brief questions and visuals such as GIFs or images. If not, you’re gambling with people’s already short attention span. Most importantly, avoid leading questions that feel biased. They’re good for getting the answers you want but not the ones you need.
The public likely doesn’t think of your brand the way you want them to. You say you’re traditional, they say you’re boring. You say social, they say lame. When asking for things like word associations, use casual language outside of your brand guidelines.
Who has a better way of explaining what you do than your customers? Knowing how they think, and how they say things, can change how you see yourself. With their feedback you’ll avoid becoming “everything to everyone”, the Swiss Army Knife syndrome, so you can zoom in on what you do and why you do it best.