Relevance & Research Question
Top of mind is a question set often used in market research: the first brand remembered is asked followed by other brands mentioned spontaneously.
Rai Pubblicità, with Demetra’s methodological advice, decided to test which is the best way to ask TOM question in an online context, in order to gather Brand KPI and Uplift as more reliable as possible.
Methods & Data
Four different ways to ask the TOM question set are been tested:
. Wide text box: all brands are writed spontanously in one sole space. This is the method that Rai Pubblicità used still now.
. One space in the first page (TOM) and other spaces (other brands) in the following page. The question in the second page was: “If you remember other car brands, write it down in the following spaces"
. One space in the first page (TOM) and other spaces (other brands) in the following page. The question in the second page was: “Write in the following spaces other car brands that occur to you”
. Sole page with spaces that showing up when the previous is written.
The survey was carried out using the same questionnaire on two different online panel (Opinione.net and another provider used by Rai Pubblicità). The questionnaire was about cars and was computerised using two different platforms. For each group was reached 100 completes per panel (800 responses in total)
Results analisys shown that the best way to ask the question set is the one with the TOM in first page and other brands request in the following page (methods 2 and 3). This method leads to more brands mentioned (t-test pvalue: <0.05). Also the question text in the second page influences data quality: the question in the third option leads to mention more brands than the other one (t-test value: <0.05).
Our experiment starts from a real need and allow us to understand in an empirical way what is the best method to ask a set of questions widley used in market research. Using the same questionnaire in two different panels makes the study more stable and the results more reliables.