No guesswork, no long wait times.
See how people describe your brand
Collect unaided feedback from target audiences to understand the associations behind your reputation.
01
ASSOCIATIONS
Capture what people connect with the brand
Brand perception begins with the ideas people recall without guidance. Those associations may differ from the position a company communicates in its advertising or product experience.
Canvass asks target audiences what comes to mind when they encounter the brand. Open responses preserve the language people use before the study introduces any suggested attributes.
Understand the beliefs behind reputation
People form brand opinions through product use, service encounters, recommendations, and public information. A positive or negative rating cannot show which experience produced the belief.
Conversational surveys allow respondents to explain why they hold each view. Canvass groups recurring explanations so teams can see what supports or weakens the brand’s reputation.
02
BELIEFS
03
DISTINCTION
See how people distinguish the brand
A brand may intend to occupy a clear position while customers describe it using the same language as other options in the category. Weak distinction makes preference difficult to interpret.
Canvass asks respondents how they compare the brand with the alternatives they know. Teams can identify the attributes people genuinely associate with the brand and the areas where its position remains unclear.
Compare perception across audience groups
Existing customers, prospective buyers, and people in different markets may hold different views of the same brand. An overall average can conceal those differences.
Canvass collects the respondent information required by the study and compares associations across defined groups. Brand teams can see where reputation is consistent and where experience has produced another view.
04
SEGMENTS
05
GAPS
Locate the gap between intent and perception
Brand strategy defines the qualities an organisation wants people to recognise. Research needs to establish whether the audience uses those qualities when describing the brand without prompting.
Canvass compares unaided responses with the intended brand position. Teams can identify which associations already exist and which claims require clearer evidence through product, service, or communication.
Keep perception findings grounded in responses
Brand discussions can drift toward internal opinion when teams lose the customer language behind a finding. A chart of attributes cannot explain why respondents selected them.
Canvass authenticates responses and preserves the explanations attached to each theme. Teams can review the audience and experience behind a perception before changing brand decisions.
06
EVIDENCE
No guesswork, no long wait times.