Why measure your brand awareness? Because brand awareness reflects how well consumers recognize or remember a brand. It is extremely important in marketing as it influences trust, loyalty, and purchasing decisions.
Strong awareness helps companies improve their market position and attract more customers, optimizing strategies for increased visibility and higher consumer engagement.
To evaluate the level of brand awareness among parents with minor children, KIDDO Play Academy commissioned MKOR to conduct a market study to establish the brand’s positioning in the market within this distinct category.
This data helps the client better understand the impact and recognition of the KIDDO brand among consumers. The company received access to valuable information to adjust its marketing strategies and improve its market positioning.
The Client’s Challenge: Positioning KIDDO in the Playground Market
The study conducted by MKOR measured KIDDO’s brand awareness among playgrounds in Romania.
We measured the brand awareness of playgrounds in Romania through two main components: aided awareness and the first choice considered.
Aided awareness refers to consumers’ ability to recognize or remember a playground when provided with a list of options.
The first choice considered reflects the playground that consumers instinctively choose when thinking about available options, indicating a strong preference for this brand.
MKOR’s study on Kiddo highlighted their performance in the brand funnel, with a high conversion rate, signaling that the brand is both popular and effective in building visitor loyalty.
Study Objectives: Measuring Awareness Among Parents
The research objectives for HYPE were:
- Evaluating KIDDO’s brand awareness among parents by analyzing aided awareness for playgrounds.
- Determining the first choice considered by parents when choosing a playground.
Strategic Benefits of the Analysis for KIDDO Play Academy
Evaluating your brand awareness, including aided awareness and the first choice considered, brings you 3 key benefits:
- Measuring brand recognition: It shows you how visible and well-known your brand is in the market, reflecting consumer perception.
- Evaluating position against the competition: By finding out which brands are preferred, you can understand your brand’s place relative to the competition.
- Anticipating consumer behavior: Identifying consumers’ first choice helps you adjust your offers and attract their interest, optimizing purchasing decisions.
Research Methodology and Tracked Indicators
This study involved primary research by collecting data directly from the source through an online opinion survey, conducted using MKOR’s own Panel.
- Target market: Romania
- Target: nationally representative sample
- Research type: quantitative and qualitative
- Research tool: Opinion survey (CAWI)
About the client
KIDDO Play Academy is a playground with a unique and innovative concept called edutainment (educational entertainment).
Specially created for children aged 0-12, they can develop their skills, talents, and knowledge exactly the way they like – through play and new experiences.
Do You Need a Similar Analysis? MKOR Agile Research is the Solution
MKOR offers fast and precise solutions for understanding consumer perceptions of your brand and its positioning relative to the competition.
With over 12 years of experience in the Romanian market, MKOR has launched Agile Research, a flexible service that allows for addressing specific questions to a nationally representative sample. Benefits include speed, flexibility, accessibility, and modern data collection methods, all within a strategic collaboration to provide essential answers for your business.
Why choose Agile Research by MKOR?
Speed and flexibility – Our studies are designed to adapt dynamically to your needs, delivering results in real-time.
- Accessibility and efficiency – You get valuable insights without huge investments of time and resources.
- Modern data collection methods – We combine technology with research expertise to provide relevant and actionable data.
- Strategic collaboration – We work closely with your team to select the most appropriate methods and obtain the essential answers for your business.
Do you want to make better decisions based on real data? Contact us and find out how Agile Research can transform your business!
Our team of consultants will collaborate closely with your company’s team to select the most appropriate research methods, providing you with valuable and accurate results from the market in which you operate.
We understand how important precise information is and we are here to provide you with updated data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
