Individual Project 2: Mini Brand Exploratory – 12% (60 points)
– What you will do is conducting a small-scaled consumer research because you work alone.
Let’s call it a brand perception analysis of your chosen brand: Investigate how your brand is
perceived and understood by the consumer (brand association/brand image, pros/cons consumers
have) and summarize your findings and suggest ways to solve the problems you find or to
strengthen its brand equity. You should ask 15 – 20 people about your chosen brand to complete
this small –scale brand exploratory. Questions that you may use for this assignment are given
below.
– This report should be about 5 pages long in a double-spaced WORD document.
Brand exploratory
– This part of the brand audit is intended to help you understand the brand through the eyes of the
consumer. Brand exploratory is conducting consumer research in order to understand what
consumers think and feel about the brand and find a way to improve and leverage the
brand’s equity. Originally brand exploratory includes qualitative research and quantitative
research, but due to the limitation of this summer online course, you will do it in a very small
scale.
– Develop a list of questions (a short questionnaire) comprising the questions in the below (1 – 8)
and conduct a short survey until you get responses from at least 15 people (or up to 20). The
questions can be modified for your brand, and you can add your own question. You can run this
short survey using a paper & pencil questionnaire (like doing a short interview with each
respondent) or an online using Google form by uploading it in your Facebook or sending out
emails to people that you know (or your classmates in this class). Data collection method is up to
you.
1) Brand Association (top of mind associations):
What comes to mind first when I mention brand X (your brand name) and/or “What are
the top five words that come to mind when you think of brand X?).
2) If brand X were a person, what would she or he look like? What would it be wearing?
Characteristics? Personality? Shortly describe the brand as a person.
3) Are you a current user of the brand?
4) What are the things you like the most about the brand?
5) What are the things you like the least about the brand?
6) How likely are you to recommend this brand to your friends/others? (1 to 5, 1 means not
likely, 5 means very likely)
7) How old are you?
8) Gender: Female ______ Male ______ Don’t want to disclose _______
– Analyze and summarize all responses in your report. If possible, categorize the brand
associations into a common theme. What are the major associations that consumers have with the
brand? What images does the brand have? Positive or negative? Any issues found? What are the
brand’s strengths/weaknesses that consumer have about the brand? What is the key insight about
the brand you find?
– Shortly include your respondents’ profile (e.g., age, gender, the current user or not, etc.) and
clearly present your research findings and suggestions to solve or dampen the problems that you
found through the short survey, in a five-page document.
– As you know, this project is done on a very small scale. You only collect data at most from 20
people. This sample size is so small that the findings or the responses you gather do not allow
you to conclude something legitimate/meaningful, nor generalize the findings to the entire
consumers about the brand. Despite that, we’re doing a mock-up brand exploratory purposefully
for our learning. Thus, when you work on your final thoughts/ make suggestions from this
exploratory, do not forget this limitation. At least we should be conscious of what we do and its
limitation.
