Consideration intention

Measuring consideration intent is valuable because it provides insight into the significance of brand awareness. High brand awareness is a positive outcome, but it is of little value if consideration intent is low. Consideration intent is often measured in the same way as aided brand awareness, this time by asking which organizations or brands someone would consider when they need a service or product that you offer. If someone would consider multiple organizations or brands, a follow-up question can be asked about which organization or brand is preferred. A conversion rate can be calculated based on aided brand awareness, consideration intent, and preference.

Motivation consideration

Mapping out consideration intent is a valuable first step. However, it is also valuable to know why someone does or does not consider your organization or brand. By asking your target group why they do or do not consider your brand, you can gain insight into what makes your organization or brand an interesting option, but also where there is room for improvement. The open nature of these questions means that an analysis of the answers given is often a useful addition to an image survey.