Analyzing your brand’s awareness is crucial to understand how well your brand is perceived and recognized in the market.

This process provides valuable insights into how you differentiate from competitors and the impact of your marketing activities on the target audience. Knowing your brand’s familiarity level helps you identify both the strengths of your image and opportunities for improvement. By measuring the degree of recognition – whether unassisted or assisted – you can adjust communication strategies and more efficiently direct resources to increase brand visibility and attractiveness.

To better understand brand awareness in the gift voucher and meal voucher market, Edenred collaborated with MKOR to conduct an agile research market study. The research aimed to analyze consumer perception of Edenred.

Profile of Meal Voucher Consumers and Perception of the Edenred Brand

The study was structured to address both demographic questions and specific questions related to brand awareness. The goal was to obtain a complete picture of consumer profiles and their perception of the brand.

Demographic questions were designed to better understand consumer segments and their market behaviors. Thus, questions related to:

• Age: To identify consumption patterns specific to different age groups and to observe how younger or older groups perceive the brand or products.
• Gender: Allows for the analysis of perception and behavior differences between men and women.
• Employment Status: Identifying types of employees, entrepreneurs, or freelancers, and how each category interacts with the extra-salary benefits offered by Edenred.
• Education: Helps us understand the education level of consumers and how this influences the choice of products or services offered.
• Industry of Activity: Provides relevant data on how users perceive the brand based on their sector of activity, to better understand their needs and preferences regarding the solutions offered by the company.

Questions related to brand awareness were formulated to evaluate consumers’ general perception of the brand and to measure its degree of recognition among the target audience. They included:

• Extra-salary Benefits

Analysis of the benefits consumers receive from employers, such as meal vouchers, holiday vouchers, gift cards, or digital solutions, thus helping to understand how these solutions are perceived by consumers.

• Assisted and Unassisted Brand Awareness

These questions allowed for a comprehensive measurement of brand awareness. Unassisted awareness means respondents are asked to recall the brand without being given any clues or options.

In contrast, assisted awareness involves providing a set of options from which respondents choose the brand they recognize. This allows observation of both spontaneous recall and the degree of familiarity with the brand when mentioned among others.

Research Objectives

The study conducted for Edenred aimed to analyze extra-salary benefits and the degree of awareness of the Edenred Romania brand among beneficiaries of meal vouchers and gift vouchers.

And the main objectives were:

• Understanding the use and perception of extra-salary benefits among employees.
• Identifying the degree of Edenred brand awareness in the market.
• Evaluating how Edenred’s products and services are used by consumers.
• Investigating the value of meal vouchers offered to employees.

These research objectives are important for a better understanding of consumer needs, Edenred brand perception, and for optimizing the products and services offered in the market.

Benefits of Agile Research for Rapid and Relevant Brand Awareness Analysis

Brand Awareness analysis is crucial for understanding the degree of your brand’s recognition in the market and consumers’ perception of it. By measuring brand recognition, companies can identify both strengths and areas needing improvement, essential for increasing brand visibility and attractiveness.

Agile Research is an innovative approach that transforms the market research process, providing rapid market studies at much lower costs compared to traditional methods.

The flexible and iterative approach of this type of research allows for rapid adjustment of studies, and the information obtained is immediately applicable for optimizing marketing campaigns.

Here are some of the benefits of Agile Research for Brand Awareness analysis:

• Speed and cost-efficiency: Allows for data collection in a much shorter timeframe compared to classic studies, saving valuable time. We, at MKOR, conduct such agile research studies monthly.
• Flexibility: Because we conduct such studies monthly, you obtain market data allowing you to rapidly adapt messages and branding strategies.
• Continuous feedback: Allows for tracking brand recognition evolution and rapid adaptation to new trends or consumer behaviors.

Thus, Agile Research saves time and resources, optimizing the impact of marketing campaigns and ensuring that the brand remains relevant and well-known among the target audience. Through continuous feedback, companies can quickly respond to changes in consumer behavior, making informed and efficient decisions.

About the Meal Voucher Market Research

This study involved primary research by collecting data directly from the source, through an online opinion survey.

• Target Market: Romania
• Target: nationally representative sample.
• Research Type: quantitative
• Research Instrument: online opinion survey (CAWI)

About Edenred

Edenred is a global company that offers solutions for companies and employees, helping them more efficiently manage extra-salary benefits and payments. Through prepaid cards and vouchers, Edenred allows employees to cover expenses such as lunch (meal vouchers), holidays (holiday vouchers), cultural activities (cultural cards), or gifts offered by employers (gift cards). The company also provides digital platforms for personalized benefits, such as Edenred Benefit.

In Romania, Edenred has been present for over 25 years, offering services to more than 30,000 companies and supporting over 1.8 million employees. Additionally, it collaborates with over 57,000 partner stores and restaurants, facilitating access to various benefits and rewards.

Are You Ready to Focus on Your Business Potential?

MKOR is an innovative and agile research agency. We believe that information collected directly from the market about consumers and their perception of the brand offers a clearer picture of the potential, as well as the challenges, of the company you work for. Agility and empathy in business are our superpowers.

Schedule a meeting with us today for a personalized study, tailored to your organization’s research needs.

Agile Brand Tracking – Monitor Your Brand in Real-Time

Do you know how your brand is perceived in the market? Agile Brand Tracking by MKOR provides you with updated data on your brand’s notoriety, positioning, and perception, so you can make quick and informed decisions. With a flexible and efficient methodology, we constantly collect relevant consumer feedback, offering you valuable insights into the evolution of your brand and your competition.

What are your advantages?

• Continuous monitoring: you have access to rapid data (even monthly) about the impact of your campaigns and market changes.
• Maximum adaptability: you choose the frequency and measurement indicators that matter for your brand (we even have a special offer with 4 research waves per year).
• Quick and informed decisions: you optimize your marketing strategy based on concrete data.

Discover how you can grow your brand with precise and actionable data! Contact us for a personalized solution!