Sociology in studying brand communications

The audience is central to most marketing and PR activities. Pleasing your audience, getting on the same page with them, conveying the right message, evoking emotions, and learning how to interact with a new segment of consumers are markers that help companies see, understand, and evaluate their success. A sociological survey is a tool for assessing a brand's audience.

What is sociological survey?

A sociological survey is a method of collecting information to find out the opinions of respondents regarding the subject of research and to understand the main parameters of the target audience (gender, age, education, etc.). This handy audience analytics tool allows you to obtain data that is not always available during direct observation or media research.

LOOQME offers its customers a sociological survey service. The online format of a sociological survey consists of thematic parts (blocks), such as socio-demographic block, knowledge, trust and attitude to the subject of research, and behavior of respondents in set circumstances. The socio-demographic block is mandatory and contains questions about the general sociodemographic characteristics of respondents, such as gender, age, education, employment status, marital status, and place of residence. 

Understanding Surveys: Types of Information and Questions

The socio-demographic block based on the given parameters makes it possible to understand who participates in the study and to whom the results apply. It allows you to assess the difference or similarity of the sample according to the selected criteria. Based on the obtained data, it is possible to conclude on which target audience the brand should focus its further communication. The survey targets a specific group of the population united by certain research criteria.

Other sociological survey blocks target the tasks and goals of the research. Suppose that you need to find out the attitude of the respondents to the brand. It should be measured using specific questions, for example: How do you feel about the fact that company X launched a new product on the market? When researching brand knowledge and trust, this thematic block will include questions to gather information about the respondents' awareness of the brand and determine the level of trust in it. This way, you can add questions about knowledge of a PR campaign, collaboration, personality, or event (what information you have heard/seen/read) to the questionnaire. When we are interested in the opinions about the brand in general, or a specific aspect, we record the answers regarding the expressed opinion of the respondents with the help of tools. For example, do you think that company X has a decent place in the market of its segment? The given examples show that a sociological survey requires an approach. Therefore, the survey tool cannot be universal. It is always worth starting from what you need to learn as a result.

Question examples:

N is any given potential company.

  • Did you know that company N organizes charity concerts in Ukraine and abroad and donates the money it raises to the Armed Forces of Ukraine?
  • Did you know that IT company N organizes annual thematic hackathons for novice developers?
  • Are you familiar with the new deposit program of bank N?
  • Have you seen environmental advertising materials from the charity fund N in your city?
  • Do you use the mobile application of the ticket reservation service from company N?
  • Have you heard about the collection of stories by military writers published by the N publishing house?
  • Did you know that Company N prepares food kits for people affected by the war in the East?

Perception of brands that left the Russian market: sociology and media analytics

Why order a sociological survey?

You can use a sociological survey either comprehensively or independently. For example, it can act as an extension of media monitoring. Where the monitoring of media and social networks makes it possible to monitor media parameters, a sociological survey helps to evaluate communication activity from the point of view of the audience and its reaction. In other words, the brand will see the influence its media PR campaign has on the audience and the dynamics of recognition and trust in the brand. It also helps track the impact of media factors on the respondent's mind and improve future communications.

an example of the distribution of answers by age, geography and income of the respondents

Case study: an international logistics company with a representative office in Ukraine carried out a rebranding, which became a popular infomercial in the mass media. The reaction of the media was assessed with the help of media monitoring, and the opinion of the audience was studied through a sociological survey. This approach helped obtain a comprehensive analysis (media and sociological) of the rebranding and find out how well it was perceived by the audience.

A sociological survey as an independent marketing and PR tool serves various purposes, for example, to find out the opinion of the audience about a company, personality, phenomenon, event, etc. It also lets you understand what the consumer thinks about your product so that you can improve it in the future.

Thus, sociological surveys help brands:

- improve the process of entering new markets;

- increase understanding of the possibilities and priorities of your audience;

- develop and offer better value to the consumer;

- choose effective strategies to develop communications and interaction with the media.

If you are ordering a sociological study for the first time, you should start by defining its goals and familiarizing yourself with examples of similar studies from the chosen contractor. It will help you understand what the final product will look like and what information the research will provide.

The results of sociological surveys allow you to assess the effectiveness of the brand's preceding actions and to create or improve the existing communication strategy, taking into account the opinion, capabilities, and preferences of the audience.

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