Brand Funnel.

We identify valuable insights into the composition of your target group at each stage of the purchasing process.

Representative, worldwide, fast execution

We are professionals in the field of brand funnels

The Brand Funnel provides quantitative and qualitative information about the composition of the target group at each stage of the purchasing process. With us you have a professional partner for your brand research, who accompanies you from the conception over the data collection up to the analysis, without giving partial performances out of the hand.


Our SPLENDID BRAND FUNNEL covers the relevant questions in the five-step process, starting from the unsupported and supported brand awareness over familiarity, relevant set, purchase and loyalty of your brand and relevant competitors. The questionnaire is programmed online on our protected servers in all required languages.


We will recruit the sample from our Online Access Panel, either population representative or according to your quota specifications. The survey can take place in one country or as a multi-country study in more than 70 countries. We are available for one-time surveys and tracking studies.


We analyse the data collected about you brand funnel and relevant competitors and prepare the data in meaningful graphs that you can work with. In addition, we can provide you with the data as a data set and a set of tables with sociodemographic characteristics.

Packages and prices

As an international market research institute with its own online panels in more than 70 countries, we accompany you in measuring your brand funnel. With us you have a reliable partner who can provide competent advice, rapid implementation and high data quality.

€ 4.500

  • One-time implementation     
  • Unsupported and supported brand awareness     
  • Familiarity     
  • Relevant Set
  • Purchase     
  • Loyalty
  • 1,000 respondents
  • Representative by age (18-70) gender, state, income, education
  • Online conduct on our protected servers
  • Data delivery as Excel or SPSS file
  • No commented graph report

€ 7.350

  • Before and after a campaign     
  • Unsupported and supported brand awareness     
  • Familiarity     
  • Relevant Set
  • Purchase     
  • Loyalty
  • 1,000 respondents per wave
  • Representative by age (18-70), gender, state, income, education
  • Online conduct on our protected servers
  • Data delivery as Excel or SPSS file
  • No commented graph report

€ 4.400

  • Price per wave from four waves per year     
  • Unsupported and supported brand awareness     
  • Familiarity     
  • Relevant Set
  • Purchase     
  • Loyalty
  • 1,000 respondents per wave
  • Representative by age (18-70), gender, state, income, education
  • Online conduct on our protected servers
  • Data delivery as Excel or SPSS file
  • Annotated graph report
Delivery of data 48 hours after questionnaire approval (excluding weekends). Graph report plus 72 hours. If requested, a graph report will be prepared when booking SPLENDID BRAND FUNNEL START or CAMPAIGN; € 1,250 per report will be invoiced. Prices quoted are net prices plus VAT.

Individual solution desired?

You need an individual solution for measuring your brand funnel or you have a question? Contact us and we will find a solution.


  • High data quality
  • Very good accessibility of special target groups with low incidences
  • Organizationally smooth handling with a permanent contact
  • Excellent value for money
  • Short field times and thus fast project handling and fast data delivery
  • Our own global online panel, which is constantly being expanded
  • Long-term partnerships with our clients


This is how we measure the composition of your target group using the brand funnel

Our Brand Funnel Analysis (also called "Purchase Funnel") provides detailed quantitative and qualitative information about the entire buying process. Based on the brand awareness in a five-step process can be shown, which portion of the target group is transferred from one stage to the next and thus, at which point buyer potential is lost. The data of your own brand can be compared with those of other brands.

Specific strengths and weaknesses of the brand can be derived for the individual levels below. The data form a solid basis for your brand controlling.

Brand awareness
Based on the query of the brand awareness, we can decide which customers from the target group are even included in the brand funnel analysis. Unsupported queries ask for markers that are known from a particular area. Supported queries show brand names / logos.
Brand familiarity
The query of brand familiarity determines how well respondents know the brand, what it stands for, how it differs from others.
Relevant Set
To determine the relevant set, it is determined whether the brand is shortlisted in a purchase decision.
The level describes those who have already bought the brand before.
Brand loyalty
Loyalty refers to the usage frequency of the brand, whether it is bought again. This level can be supplemented with queries for brand ambassadors, recommendations and word-of-mouth.
The analysis of your own target group is essential for a solid brand management and a professional brand controlling. It helps identify where buyer potential is lost at each transition from stage to stage. From this, targeted measures can be derived or deeper analyzes can be carried out by, for example, using a brand driver analysis to find out why customers are leaving (weaknesses) or why they are being transferred (strengths).

Our solutions for your brand research

As a market research institute, we provide you with deep and valuable insights into various aspects of your brand, target group and competitive environment. As part of brand research, we offer different "out of the box" tools as well as individual solutions. What matters is that the research approach fits your brand and provides the maximum benefit.



In query about brand awareness, especially unsupported and supported awareness of one's brand and that of relevant competitors are queried.


To determine the brand image, characteristics of a brand are measurably displayed. Their characteristics are compared to those of the competitors.


With the analysis of brand positioning, brand awareness, brand image, brand usage, loyalty and potential are measured and compared to the competitive environment.


The Brand Funnel provides quantitative and qualitative information about the composition of the target audience at every stage of the buying process.


The brand driver analysis shows in detail why and in which stages of the buying process consumers jump off or are taken to the next step.


The action relevance matrix shows in comparison with competitors, if strengths and weaknesses exist, while taking into account the relevance of the purchase process.

In each case the survey is conducted via our own Online Access Panel, in which consumers of over 70 countries worldwide and from all conceivable target groups are registered.

Our global Online Access Panels

We support you worldwide in your market research with our own high-quality online panels. We have access to interesting target groups from the B2C and B2B sectors. We look after you professionally from the conception over the execution and - if desired - up to the analysis of the obtained data.

With our online access panels, we provide access to consumers in over 70 countries. The size of the country panels varies, but they all have one thing in common: a high quality.


The data quality that can be achieved with a survey via an online access panel depends, aside from a methodologically clean questionnaire and the sample, on many different factors. In order to meet our own high standards, we ensure our quality in all stages and leave nothing to chance.
  • Panel Recruitment

    Participants in our online surveys are registered members of our online panels and .

    The panelists are actively and passively recruited through various channels such as telephone promotions, advertisements on the Internet or in newspapers, referrals, PR contributions, etc. We dispense with affiliate-driven channels, as the quality of these panelists is poor and nearly exclusively monetary driven.

    Each participant registers completely voluntarily and is not misled into making false promises to register.

    A geo-IP check ensures that the participant is actually in the country where he claims to be.

    Each participant must validate their e-mail address to submit survey offers.

    After registration, the participants will receive suitable surveys either via e-mail and / or app directly on their smartphone. Geo-IP-Check also validates the location in the right country.

  • Panel Care

    Participants receive a small remuneration as an incentive and appreciation. These can be paid out via PayPal. We do not work with non-transparent points systems, coupons or competitions as an incentive to participate.

    The profiles are maintained regularly: on the one hand, the participants are asked to update existing data. On the other hand, new attributes are always included in the profiling in order to ensure the widest and deepest possible sample selection.

    In case of persistent inactivity or quality defects, the profiles of the participants will be deleted. This allows us to predict response rates very accurately and to estimate to what extent we can support our clients with very specific requests.

    Attendance and withdrawal behavior of participants is monitored to detect fraudulent behavior. In case of abnormalities, the participant is excluded from our pool.

  • Field Phase

    Self-selection is excluded in our surveys. The participants are actively invited to the survey and can only participate in this way. In doing so, we do not inform the participants in advance about the topic of the survey. We avoid survey junkies by only occasionally inviting participants to polls.

    The quality of the answers will be checked during the field time (and not only afterwards) and any bad cases will be deleted. In the process, certain points in the questionnaire are checked for contradictions or implausible statements. Only clearly deficient cases are removed; there is no interference with the data integrity.

    As part of the surveys, we regularly include several quality questions that can only be answered if the participants have conscientiously read the survey.

    The actual location of the respondent is verified by the IP address. Furthermore, a multiple participation over different profiles is excluded by cookies. If panelists fall through our quality grid, they are excluded from the panel.

  • Data Quality

    After the end of the data collection, the data set is examined for poor response behavior such as pattern, processing time, etc. The algorithms used are up-to-date and are being continuously developed.

    We work on the motto "data quality and panelist quantity," and that pays off for us and our clients. Our high quality standards from recruiting to the continuous and careful maintenance of our panel by our qualified team are impressive: we have above-average response rates and a high degree of commitment from our participants.

    This results in an answer quality that meets the highest demands and is therefore a solid basis for successful market research projects of our customers.

How can we enrich your brand research?

We are happy to support you in your brand research. Feel free to contact us or call us so we can talk about your project and our support in your market research project.

We are a member of the worlds most important Market Research association.

Barmbeker Str. 7a
22303 Hamburg

Phone: +49 40/69 45 366-0

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Barmbeker Str. 7a
22303 Hamburg

+49 (0) 40/69 45 366-0


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