Studying the perception of a product, service, image

Key benefits from research

The key benefit of the research is avoiding the costs of further dissemination of products, advertising or images that are unattractive to the consumer. As well as receiving a list of improvements that need to be made to turn it into a product/advertising that evokes positive emotions among the target audience.

Opportunities of the method

Studying the target audience's perception of a product or service helps to understand the actual positioning. This provides information on whether the goals set for bringing the product to market have been achieved.

Perception studies are important to conduct before launching a product.

Image perception assessment is also carried out by famous personalities, politicians and political parties.

Sample size and timeline

If you choose a qualitative research methodology, the minimum period for conducting the research is 1.5 weeks. If a quantitative methodology is chosen, the size of the representative sample for the survey per region is 400 questionnaires. By region we mean any territory for which separate analytics is required (this could be, for example, a city or country). In cases where it is necessary to separately consider and compare data from, for example, 2 regions, the minimum sample is 800 questionnaires. The minimum period for surveying this quantity is 1 business day.


The cost of the project consists of the cost of focus groups, interviews or collecting a selected number of questionnaires (payment is taken only for fully completed questionnaires), as well as the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire for a hall test and home diaries (without taking into account rewards for respondents) using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a research is from 2000 £ (the cost is indicated for a minimum sample).

Sample report


Description of the approach

The most popular areas for studying perception are:

1. Assessment of taste qualities (for food products)
2. Evaluation of the appearance of the product (attractiveness, ease of packaging)
3. Assessment of the perception of the name, brand
4. Perception of image (product, service, personal image)
5. Product testing in terms of price-quality ratio, comparison with competitors
6. Study of the perception of advertising and images used
7. Assessing the visibility of placed advertising and its perception

Process of research

BCGroup's work on perception assessment is structured as follows:

1. A BCGroup specialist clarifies the reasons that necessitated such a study and understands the current situation;
2. An NDA (confidentiality agreement) is signed between BCGroup and the company;
3. A BCGroup specialist agrees with the customer on the research methodology and tools: a guide for conducting focus groups or interviews (in the case of a qualitative technique) and survey questionnaires (in the case of a quantitative technique);
4. BCGroup specialists collect data (focus groups, interviews, surveys) in a short time (focus group - at least 3 days, survey - at least 1-2 days);
5. Next, the BCGroup employee transfers the data array to the customer’s representative in Excel, SPSS, audio recordings;
6. After 5-7 days, a BCGroup employee sends an analytical report to the customer based on the results of a perception study (sample reports)

How to start?

Just send us a request using any of the forms. A BCGroup specialist will draw up a proposal by the end of the working day.

Send a request