How to ask shoppers why they choose one brand over another
Marketers & Brand Strategists: Need to speak with shoppers who can clearly explain why they choose one brand over another?
There’s a survey question you can use to do that.
It’s especially useful if you need to show your client (or potential client) why brand building matters.
It will reveal the reasons people buy.
Opportunities for differentiation.
And the quantitative rigor you need to tell – and justify – your story.
It’s a simple “yes/no” question.
It assumes that most shoppers can’t clearly say why they choose one brand over another, and focuses instead on those who can.
Many in this group will point to price but a few will cite values, reputation, and other brand-building pillars.
This “informed minority” may be small in number.
But they disproportionately influence brand perception.
Like sea salt on a chocolate chip cookie.
So, what’s the question?
I call it the “do-you-have-a-specific-reason?” question, and it looks like this:
Is there a specific reason you use Venmo vs. Cash App?
Is there a specific reason you run with Nike vs. Adidas?
Is there a specific reason you use Tide vs. Persil?
Most people will select “no," which is the point.
You want to take everyone who selects “yes” and ask, “So what’s the reason?”
Have ChatGPT analyze their written responses, then visualize the output using the template in the image (see link below).
This approach is especially valuable for commodities and challenger brands.
But it’s flexible.
You can use it across several categories.
Want the keynote slide with the visualization along with the survey question sequence?
Keynote Slide with data visualization template.
Google Doc with survey questions.
Next Steps
If you’re considering creating a survey to uncover shopper motives, but you’re unsure about your approach, then consider getting a Survey Roast.
Send me your survey draft, and for $145, I’ll make a 15 minute Loom video with copy-and-paste edits and suggestions.
I’d love to help.
https://www.sammcnerney.com/survey-roast
Cheers,
Sam