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-market behaviour, which is, after all, generally what clients really care about most.
Shorter surveys are a priority for the market research industry because, as we will show,...