Although, many times, that relationship exists, being Top of Mind is being positively remembered, but it does not necessarily mean being the most consumed.
In this way, after achieving credibility , it is also necessary to invest in consistent communication. If you are part of people's daily lives, it is easier to become a reference.
This is why brands with national coverage tend to be more frequent among the responses in this type of survey and also because there are surveys or research, in general, with an exclusively regional focus.
How is Top of Mind research done?
There are various national, international and even regional investigations that seek to understand which brands are most present in the minds of the consumer public.
In general, research is done based on a single kenya mobile database question, the same one we asked you at the beginning of this text: what is the brand that comes to mind when you think of a certain product or service segment?
These surveys can be spontaneous, which makes the results broader, or induced, in which the options are presented, which limits the possibilities of responses and reduces the appearance of brands with a more regional focus among the results.
They are commonly carried out by sampling and can be done in person, online or by telephone.
Regardless of the approach chosen, it is important that they are prepared by qualified institutes that use valid methodologies.
In Brazil, for example, the Datafolha Institute is responsible for a national survey, published in the newspaper "Folha de São Paulo" since the 1990s, which investigates the brands most remembered by Brazilians in dozens of categories of products and services.
Each country has its own research institutes.
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