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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands