The research provided by NAAU reveals insights into the market’s relationship with individual organizations and the industry as a whole. In addition to overarching findings, the NAAU delivers several “stand-alone” summary metrics that provide valuable information regarding the public’s awareness of a VSO’s brand, including:
- Awareness: The “awareness” metric quantifies the percentage of the public that recognizes specific organizations and their respective products and programs. The research measures awareness within demographics through both aided (“prompted”) and unaided queries.
- Top of Mind: The “top of mind” metric assesses the general public’s recall of VSOs and their respective products and programs compared to other, similar products and programs. This metric can be used to infer prioritization of an organization compared to its competitors.
- Message Knowledge: VSOs share a number of messages (in the form of outreach, advocacy, marketing, etc). The “message knowledge” metric assesses the public’s specific knowledge and perceptions of these messages.
- Ad Awareness: Many VSOs invest in paid media campaigns to inspire visitation to their respective organizations. The “ad awareness” metric assesses the market’s awareness of a VSO’s overall advertising effort segmented by campaign and media type. This segmentation allows organizations to measure the relative efficiency of specific advertising investments.
- Image Attitude: The “image attitude” metrics quantify the public’s perceptions of both individual organizations and the overall industry. They also quantity the strength of these beliefs. This is done using attitudinal metrics, which assess more hidden constructs such as “loyalty” and “trust.”
- Affinity Attitude: The “affinity attitude” metrics assess how the public relates to organizations. When combined with other data and findings, affinity attitude metrics help reveal otherwise hidden barriers to audience engagement, and inform the means by which organizations and the industry may overcome these barriers.
- Perceived Value for Cost of Admission: Research suggests that the “perceived value for cost of admission” metric is an indicator of a visitor’s overall satisfaction with the VSO. This metric significantly informs the development of both market potential and price models related to the VSO.
- Relative Perceived Quality: The “relative perceived quality” metric assesses the market’s qualitative perceptions of a VSO compared to its perceptions of competitors. This metric is useful as a benchmark to assess the market’s general attitudes about a VSO. It also serves as a data point to inform the organization of how the market may choose to spend its discretionary money and time in a competitive market.
- Intent to Purchase: The “intent to purchase” metric is a specific measure of the market’s intent to purchase a product from a VSO. Beyond the act of purchasing, this metric frequently associates a timeframe to the intention. This information is informed by asking questions such as, “I am likely to purchase a membership to …” and “I am likely to purchase a membership to the … within the next month.”
- Intentions: The “intentions” metric is a broad measure encompassing many potential actions, all of which relate to the public’s willingness and/or likelihood to behave in a certain manner. The intentions metric is an effective tool to predict the actionability of a VSO’s messaging.