Awareness of Product / Service
English: % of respondents aware of the promoted [specify the product/service]
French: % de répondants connaissant l’existence du [spécifiez le produit/service] promu
Portuguese: % de inquiridos/as que conhecem a existência de [especifique o produto/serviço] promovido
Czech: % respondentů, kteří znají [určete daný produkt / službu]
What is its purpose?
The indicator assesses the proportion of the target group members aware of the promoted product or service. It helps you understand the effectiveness and reach of any promotion activities or initiatives to strengthen the marketing competencies of supported sellers / service providers.
How to Collect and Analyse the Required Data
Collect the following data by conducting individual interviews with a representative sample of your target group members:
RECOMMENDED SURVEY QUESTIONS (Q) AND POSSIBLE ANSWERS (A)
The phrasing of the question depends on what you are asking about, for example:
Q1 (about service) Do you know or have you heard of anyone [specify the service]?
Q1 (about product) Have you ever seen or heard about this [show the product or its photo]?
A1: yes / no
If the answer is YES, consider asking a question that will verify whether the person is really aware of the product, such as Q2: Can you please tell me how you heard about the [product / service]? or Can you please tell me what you know about this product? The answers can then be:
1) yes, the respondent is aware of the [product / service]
2) no, the respondent is not likely to be aware of the [product / service]
Calculate the indicator's value by dividing the number of respondents who were aware of the [product / service] by the total number of interviewed respondents and multiplying the result by 100.
Disaggregate the data by gender, location and other criteria relevant to the context and focus of your intervention.
1) Coordinating the collection of this data with any promotion campaigns or initiatives will help you assess their effectiveness.
2) Consider also collecting and analysing data on where / from whom did people see / hear about the product / service.