Want to know what your target audience really thinks about you? Conduct an image survey!

Even if your target audience is familiar with your name, it does not automatically mean they will purchase your products and/or services. Competition is fierce, and your target audience will (in most cases) want to make a well-founded, informed decision. An organization with an image that aligns with the target audience's preferences possesses a significant competitive advantage. Perhaps your organization has the image of being excessively expensive, even if this is not true; consumers will then be less likely to consider you due to this perception. At Markteffect, we map out the extent to which your current image aligns with your desired image and core values, enabling you to strategically manage your positioning. Thanks to our close relationships with clients, we understand the operational context of your brand, leading to actionable insights and tangible results that truly make an impact.

“At Groningen Airport Eelde, we have been collaborating with Markteffect for several years. The reason we consistently return to Markteffect is their exceptionally thorough and professional approach to co-developing research methodologies, among other things. Markteffect understands what works and what doesn't, even within our specific sector. Furthermore, communication is personal and efficient, and the advice from this market research agency closely aligns with our expectations.”
Eline van der Meulen, Marketing & Communications GAE

How is an image survey conducted?

A good image comes on foot and leaves on horseback. A well-known proverb that clearly illustrates that a positive change in image is a long and challenging process. Our image research is an important part of this process. The way in which the research is conducted depends on your target group. We provide customized services to ensure that the target group and potential customers are surveyed in the most effective way possible. The most common methods for this are online research, telephone research, and target group panels. Depending on the organization and the product or service, we can advise you to conduct quantitative or qualitative research to gain the most accurate insights. 

To conduct targeted image research, your company's identity and desired image are taken as starting points. "Who are we and how do we want to be seen?" The desired image can consist of characteristics in which the organization wants to excel, also known as your image values. An organization that wants to profile itself as innovative can use this to test the extent to which the target group recognizes this. This will allow you to determine the extent to which the target group finds the desired image values appropriate.

We have access to an extensive consumer panel and a large panel of participants from the business community. The large size of the panels ensures that participants take part in research on your brand no more than once a year. This keeps your research results relevant and accurate. Of course, we can also conduct image research based on your own customer base. We would be happy to discuss the possibilities with you! 

How does Markteffect make image research unique?

An important indicator of an organization's success is its conversion rate. Using a standardized method, we determine what percentage of the target group is aware of and considering your products or services, and what percentage prefers your products or services.

Your target audience is not only exposed to your organization's communications, but also to those of your competitors. By gaining insight into the most important metrics, you can determine a strategy that will lead to a higher conversion rate. We are happy to help you with this!

What are the benefits of an image survey?

At Markteffect, we prioritize ensuring that you can make decisions based on the best and most relevant insights. We possess extensive experience with image research across diverse industries. Every study is unique, and therefore, your research with Markteffect will also be customized.

During the reporting process, the results are presented visually. This is done, for example, using the image matrix. This matrix shows the various image aspects that were investigated, the extent to which the target group has an image of the aspect, and the extent to which the target group considers the aspect to be appropriate for the organization. The aspects that score relatively high on both values are what make your organization distinctive. The aspects that score lower are the ones that need to be looked at critically. This allows you to immediately see what changes you need to make to improve your image.

Want to get started with the image survey or curious to see what it looks like for you? 

Do you want to get started and understand how your company is perceived by your target audience? Request a quote from Markteffect, a specialist in image research, or contact us. We are happy to collaborate with you.

Markteffect has over 15 years of experience in the market research industry. With a comprehensive range of market research services and extensive knowledge across various sectors, we can optimally assist you with your challenges and provide subsequent advice.

We offer a personalized approach for every study. Together with you, we look for the best match between your issue and your organization. All our studies are based on scientific methods and are carried out by a team of experienced researchers. The results of the studies are presented in a clear and concise report.