The bulk of brand research and measurement is accomplished through surveys. This involves asking people questions to understand their attachments and associations with a brand. While this is a natural approach, surveys can be expensive and slow, as finding the appropriate sample that is reflective of the desired customer base can be time-consuming. Additionally, this method of data collection can also be expensive as respondents usually require some kind of incentive to participate. Further, surveys have their inaccuracies, as people sometimes mistake their own brand connections when directly asked (Wind, Lerner, 1979).
However, BlueOcean goes beyond traditional 1st-party research by providing additional measures of performance, such as market data, non-incentivized customer sentiment, sales data, brand content analysis, and more, to provide a comprehensive and unbiased view of your brand health.
