Measure How Strongly
Your Brand Lives in
Consumers’ Minds.
Sapience measures how well consumers know your brand, from the first name that comes to mind to the logo or pack they recognise on a shelf, a screen or a sign. Our brand awareness research study separates spontaneous recall from prompted recognition and sets both against your competitors. Across the UAE and GCC, the findings show who knows you, who does not and where awareness fails to turn into consideration.
Discuss a Brand Awareness Study
Measure the recall.
Explore the reasons.
Measuring brand awareness includes asking a different question at each step: what comes to mind first, what is named without help and what is recognised when shown. Our surveys answer each in turn, and focused discussion explains the answers.
Recall Measurement
Consumers name the brands they think of in your market without any prompt. We record the first brand mentioned and all other brands recalled. The brand recall survey is run online (CAWI), face-to-face (CAPI) or by telephone (CATI), with quotas on age, gender and nationality.
Recognition Testing
After unaided recall is complete, consumers are shown names, logos, packs and colours one at a time and asked whether they recognise them. A brand recognition survey shows which cues carry the brand, and Arabic and English versions are tested separately.
Qualitative Exploration
Focus groups and in-depth interviews, in person or online, explore what the brand brings to mind and why. Participants describe the words, situations and qualities they connect with it.
Tracking & Benchmarking
Awareness is measured for your brand and for its closest competitors, so every result has a reference point. Repeating the brand awareness survey in waves shows how awareness changes after a campaign, a launch or a rebrand.
Brand Awareness Analysis
Beyond a Single Score
Spontaneous Recall
Brand recall research shows how easily your brand comes to mind when nothing prompts it.
Cue Recognition
Brand recognition research shows whether consumers identify your name, logo, pack or colours, and which of them carries the brand.
Audience Reach
Brand awareness analysis shows who knows you by age, gender, nationality, language and product usage, and which groups do not.
Brand Associations
Capture the words, qualities and situations people connect with your brand, and check whether they match what you intend.
Awareness to Consideration
Measure how many of the people who know your brand would consider it, and where the drop-off occurs.
Competitive Position
Compare your awareness with competitors and with your own earlier results, so every figure is read in context.
Reliable Scores
Unaided questions come before any brand is shown. A fictitious brand in the aided list helps identify over-reporting, so awareness estimates can be checked for inflation.
Awareness mapped.
Priorities ranked.
We turn survey and discussion findings into a structured view of where your brand stands, for brand, marketing and media teams.
Awareness Funnel
Top-of-mind, unaided and aided awareness and recognition appear in one view, set against your competitors and earlier results.
Audience Breakdown
Awareness is compared across age, nationality and language groups, showing which segments know your brand well and which do not.
Association & Consideration Analysis
The words people connect with your brand are set beside how many would consider it, showing where awareness is not turning into consideration.
Prioritised Recommendations
Direction on where and how to build awareness is ranked by impact and tied to the evidence behind each recommendation.
Careful questions.
Comparable results.
The value of a brand awareness study depends on how the questions are asked and who answers them. Sapience designs the questionnaire, controls the order of questions, and screens and recruits the sample, and one team carries the work through to reporting. With experience across the UAE, Saudi Arabia and the wider GCC, we build samples that reflect the mix of nationalities, ages and languages in your market, so results can be compared reliably from one wave to the next.
How well does the
market know you?
Share your market, your audience and the competitors that matter, and we will recommend how to measure brand awareness.
Discuss Your Brand