Design the Survey for Analysing Consumer Behaviour and Attitude
During lecture#3 journal, we have completed a quick study on a Hong Kong based brand — CASETiFY, which is also one of the fastest growing tech accessories brands nowadays, and a platform that connects creatives and individuals.
By adopting the idea of customer-based brand equity pyramid method to the brand, we have defined and to identify CASRTiFY’s brand essence and brand equity. However, in order to create a complete branding project/research analysis, I believed that it is necessary to be acquainted with the target audience’s consumer behaviour & attitude, also to be aware of how they could receive the brand promising quality from the execution of touch points.
The objective of the project is to design a survey for analysing consumer behaviour and attitude, also to understand what will affect their judgment and decision making.
Target Audience: Existing customers — everyone who has registered a CASETiFY account and purchased any product on CASETiFY website will be the target group of the project.
Channels: The survey will be distributed to the target audience by direct email every time after one week of the purchase.
Duration: One month — to make sure the number of filled surveys could reach 3K.
Six questions will be included into the survey, however, only the first question is compulsory to answer before submission. The questions will be focusing on how satisfied they are with their purchased product, how willing they are to purchase again, and what is the most important element that engaged them in choosing the brand/product.
Throughout the positive survey study, the collected answers could be provided supportive data to the company by monitoring customer satisfaction and identifying improvement opportunities. Also to get the insights from the survey for reference future marketing and communication usage.
