Brand Perception Research
Understand how your brand is seen — so you can shape how it’s chosen.
Brand perception research helps teams measure how target audiences understand, feel about, and differentiate your brand relative to competitors. It uncovers awareness, associations, positioning strength, and reputation drivers — providing clarity on what your brand means in the minds of real buyers.
When to conduct
Brand Perception Research
Conduct brand perception research when you want to evaluate current brand health, assess the impact of repositioning or communications, or compare perceptions against competitors. It’s most valuable when perception could materially influence demand, loyalty, or differentiation.
What is
Brand Perception Research
Brand perception research measures how your brand is seen across target audiences — including awareness, associations, preference, and emotional connection. It helps teams understand not just what audiences think about a brand, but why those perceptions exist and what drives change over time.
82%
of buying decisions are influenced by how audiences perceive a brand before tactical criteria like price or features come into play. Brand perception shapes consideration, preference, and loyalty — making it a critical early indicator of commercial performance.
Sample Research
Questions We Answer
Question 1:
How do target audiences perceive our brand today?
Brand perception research quantifies awareness, associations, and emotional resonance — showing how buyers currently see your brand relative to alternatives.
57%
of target buyers spontaneously recall your brand when thinking about the category.
42%
associate your brand with specific strengths (e.g., reliability, innovation) without prompts.
Question 2:
Where are perception gaps or opportunities?
By comparing perceptions against competitors and ideal positionings, this research reveals misalignments, confusion points, and areas for strengthening brand meaning.
38%
of buyers perceive competitors as stronger on differentiation, even when objective performance is similar.
31%
report neutral or weak brand preference, indicating opportunities to sharpen positioning.
Why trust Emporia with your
Brand Perception Research
Measure how the market actually perceives your brand — not how you hope they do.
Brand perception is a leading indicator of demand, preference, and competitive strength — but measuring it requires rigorous methodology and the right audience. Emporia’s brand perception research combines verified B2B respondents with expert study design to deliver reliable, actionable insights. We help organizations understand not just what audiences think, but why — giving teams the insight needed to refine positioning, messaging, and brand strategy with confidence.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
Emporia combines strong data quality with a team that genuinely cares about the work. They’re thorough, professional, and focused on getting the details right, which shows in the results.
