It has been nearly two years since we last asked you to take what we call the One Word Survey. As brand perception surveys go, it’s simple and doesn’t leave much room for nuance. It’s more a word association game than a deep introspection into your feels about the leading brands in golf. (We’ll do that one later).
Despite its simplicity, the results are compelling and never fail to capture the attention of the golf equipment industry.
Given the rollercoaster the industry has ridden through COVID and all of 2020, we thought it was time to do it again.
As we sift through the results, we’ll not only look at what you had to say this time around but we’ll take a closer look at how perceptions have changed over the three surveys in this series.
Which brands are trending up? Which brands are trending down? Those are the questions we hope to answer.
The Quick Details
For the sake of consistency, we haven’t changed the existing survey questions, though we have added two additional questions this time around. Some of the words are unquestionably positive; language that golf companies want consumers to associate with their brands. Other words are unquestionably negative; language golf brands prefer you to associate with their competitors.
As always, we’re not interested in how brands position themselves. We want to know what you think about the leading brands in the golf equipment market today.
Give us just a tiny amount of demographic information. Then, for each word presented, choose the brand you most associate with that word. We’ll share the results in a few weeks.
Thanks in advance for helping us out with this survey.