The importance of rank for shorter, smarter surveys

The traditional market research paradigm believes that, the more data you measure, the more potential for insight the data will hold.

The importance of rank for shorter, smarter surveys1

Kyle Findlay

TNS, Global Brand Equity Centre

Jan Hofmeyr

TNS, Behaviour Change

Alice Louw

TNS Asia-PacificAMEA Region

Introduction

This paper looks at how we can shorten surveys in a way that aligns with how the human brain works. We place a strong emphasis on survey measurement in terms of U&A (usage and awareness), brand equity and measures that link back to actual in-mark