What is the survey design?
There are forty different routes through each day’s BrandIndex survey, with each respondents being asked first to rate aspects of their own lives – the health, happiness, work, their sense of what is happening in the neighborhood, the country, and the world. This data is used for other tracking purposes, and establishes a sense of involvement on the part of the respondents. The survey then presents a screen of brands from one sector, and asks the respondent to click on those brands which are relevant to the prompt question (e.g., ‘of which do you have a generally positive impression?’) The same sectors / brands then appear with the negative form of the question. This happens six more times, each time with different sectors and different questions, until the survey ends with a series of ratings about things in the news or related subjects.
There are sixteen different routes through each day’s BrandIndex survey, with each respondent being asked first to rate aspects of their own lives – health, happiness, work, their sense of what is happening in their neighbourhood, the country, and the world. This data is used for other tracking purposes, and establishes a sense of involvement on the part of the respondents. The survey then presents a screen of brands from one sector, and asks the respondent to click on those brands which are relevant to the prompt question (e.g., ‘of which do you have a generally positive impression?’) This repeats with a new sector. The same sectors/brands then appear with the negative form of the question. Next, with two new sectors, a different aspect is examined. This happens five more times, each time with different sectors and different questions, until the survey ends with a series of ratings about things in the news or related subjects.
