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WHEN DEVELOPING YOUR SURVEY! PLEASE LOOK AT THE POWERPOINTS! I WILL LOOK TO SEE IF YOU APPLIED THE FORMATS PROVIDED! IF YOU NEED HELP PLEASE EMAIL ME AHEAD OF TIME OF SUBMISSION.

Step 1: Talk / Interview

Conducted in-person interviews to Employees or Former Employees (3 minimum people) online/analyze results findings:

 **You can try LinkedIn/Facebook**

· Internal Business Consumers (Employees)

· Some suggestions:

· Owner

· Manager

· Employee 1

· Employee 2

· Janitor

 

· What question you COULD ask (Employees)

1. How long have you been working here?

2. What do you think your company excel at?

3. What are the business value?  What do you strive for?

4. What’s the company’s mission?

5. Do you send out any promotions to consumers?

6. What do you think are the company’s shortcomings?

7. What makes the business unique? What separates you from your competitor?

8. What five words come to mind when you think of your company?

9. What three words come to mind that your company does not posses?

 

Step 2: Research Consumer

Survey (15 customers +). Develop a Survey on Survey Monkey or Google Survey and analyze findings:

· Submit Link or copy and paste the survey format

· What questions you COULD ask (Consumers)

1. How long have you been a costumer?

2. What is your go to Item at this company?

3. What items does this company sell?

4. Would you recommend this company to a friend?

5. Are you overall satisfied with this company?

6. What 5 words come to mind when you think of this company?

7. What are 3 words that come to mind that this company does not posses?

8. Is there anything this company can do to improve on?

 

TO RECEIVE FULL CREDIT YOU MUST USE LINGO FROM WEEK 3 SLIDE!

 

Step 3: Visualize Brand Image and Brand Identity (Negative and Positive Word Cloud)

 

 Step 4: Are there the GAPS? (Use your gap analysis chart to determine)

 

1.     What discrepancies (gaps) exist between brand’s identity (step 2) and brand’s image (step 3)? Image-identity gap can happen anytime there is between how the employees think about the brand and how consumers see the brand.

 

2.     Using the Identity-Image Gap Matrix (below), compare 4 sets: Using previous steps

 

3.     After comparing all four sets, identity where gap exist. It is likely that gap might exist in all four areas or might exist only in one area or might not exist all.

 

4.     Which identified gap types are most important? Why are they important? How the gap can be reduced (steps and measures)?

 

 

IMAGE-IDENTITY GAP MATRIX

 

	Brand Identity
	What employees think the brand IS:	What employees think the brand is NOT:
Brand Image	What consumers think the brand IS:	Attributes that both employees and   consumers think the brand have:	Attributes that   employees think the brand does not havebut the consumers think the brand have:
	What consumers think the brand is NOT:	Attributes that   employees think the brand have butconsumers think the brand does not have:	Attributes that both   employees and consumers think the branddoes not have:

 

3 word what it’s not:

5 words what it is:

 

Step 6: Summarize & Visualize your learning

Overview and Summary

1.     Describe your interview process for both consumer & employee

2.     What were your findings?

3.     What kind of gap did you find between consumer and business?

4.     What are your recommendations to narrow this gap?