What part of the Brand Keys questionnaire can be customized, and what part must remain constant?
The Jungian-based personification questions have been highly validated in published and peer-reviewed studies, such as the respected Advertising Research Foundation First Opinion Review. These questions cannot be changed, nor can their order, without compromising the predictive quality of the research. The ABVs are highly customized to each category. Brand Keys works with the client to establish these items, based on both the client’s and Brand Keys’ experience in the category. Brand and test variables-including competitive sets-are always customized. 4. Can the Brand Keys questionnaire be customized to deal with special issues? Absolutely, and most of the work Brand Keys conducts is customized research requiring customized questions.
