How would you describe the atmosphere of this festival?
Posted: Mon Dec 23, 2024 5:03 am
How bad is it if visitors do/do not find the festival 'overdone' (what do they even mean by this?). And what does the festival gain from knowing whether I find the image aspect 'festive' applicable? More interesting questions would be:
How important is the atmosphere surrounding a festival to you?
What makes a festive atmosphere?
Why does this festival feel more/less festive than other festivals?
What could the organization change to increase this feeling?
But that was not asked. I am very curious what this survey will yield for the festival organization. For now it seems to be mainly wasted subsidy money.
14 statements about a scouring pad home furniture equipment stores email list brand, seriously?
The example of the festival survey is unfortunately not an isolated case. The 'active knowledge' of consumers about products, brands, organisations and subjects is often grossly overestimated. Let's face it : every consumer's memory is bulging with information. If he stores any information about a brand or organisation at all, it often consists of a few keywords, a few images, a feeling.
Consumers' 'active knowledge' about products, brands, organizations and topics is often grossly overestimated.
Meanwhile, marketers and research agencies do not hesitate to present respondents with 20 to 30 statements about far-fetched image and personality traits. Well, if you ask people a question, they will answer. Even if it concerns things they have absolutely no opinion about. But what does this say about their active world of experience? Very little.
Measure the change you are aiming for
Measuring brand (knowledge, image) goals that are not relevant to your customers and/or that you do not steer on, is pointless. Rather focus on properly operationalizing the aspects that really matter, and that are actually leading for your communication. On which performance or image aspects do you want to score high or higher? On which change in brand knowledge and feeling do you steer in your marketing communication? What are the most important image aspects that you want to change, on which you want to maintain your lead.
How important is the atmosphere surrounding a festival to you?
What makes a festive atmosphere?
Why does this festival feel more/less festive than other festivals?
What could the organization change to increase this feeling?
But that was not asked. I am very curious what this survey will yield for the festival organization. For now it seems to be mainly wasted subsidy money.
14 statements about a scouring pad home furniture equipment stores email list brand, seriously?
The example of the festival survey is unfortunately not an isolated case. The 'active knowledge' of consumers about products, brands, organisations and subjects is often grossly overestimated. Let's face it : every consumer's memory is bulging with information. If he stores any information about a brand or organisation at all, it often consists of a few keywords, a few images, a feeling.
Consumers' 'active knowledge' about products, brands, organizations and topics is often grossly overestimated.
Meanwhile, marketers and research agencies do not hesitate to present respondents with 20 to 30 statements about far-fetched image and personality traits. Well, if you ask people a question, they will answer. Even if it concerns things they have absolutely no opinion about. But what does this say about their active world of experience? Very little.
Measure the change you are aiming for
Measuring brand (knowledge, image) goals that are not relevant to your customers and/or that you do not steer on, is pointless. Rather focus on properly operationalizing the aspects that really matter, and that are actually leading for your communication. On which performance or image aspects do you want to score high or higher? On which change in brand knowledge and feeling do you steer in your marketing communication? What are the most important image aspects that you want to change, on which you want to maintain your lead.