Hear how people describe your brand when you're not in the room.
Brand perception interviews are conversations that surface how prospects and customers actually talk about your brand, unprompted and in their own words. Robbie runs the conversations, then shows you the language, associations, and feelings people reach for before you ever mention them.
How you describe your brand and how the market describes it are rarely the same sentence.
Brand perception interviews close that gap. Instead of asking people to rate the attributes you picked, Robbie asks open questions and lets them reach for their own words, the metaphors, comparisons, and feelings that come to mind first.
Not “rate our brand from 1 to 5.” A conversation where Robbie can ask “what made you say that?” and “who else does this remind you of?” and “what would you tell a colleague about us?”
The most useful brand signal is the one people give before you lead them. Robbie opens with broad, non-leading prompts, so the first associations are genuinely theirs, not an echo of your own positioning.
You find out which competitors you are mentally filed next to, which promises land and which fall flat, and the exact phrases worth putting on your homepage, because they are already how customers explain you to a colleague.
How it works
Brief Robbie
Describe the brand or product, who you want to hear from, and the perceptions you're trying to understand, awareness, associations, or how you stack up against a rival.
Share one link
Prospects and customers respond in their own words, by text or voice, on their own schedule. No panel or scheduling required.
Read the synthesis
Robbie surfaces the associations that came up most, the language people used unprompted, where perception diverges from how you position yourself, and standout quotes in their own voice.
15 brand interviews
Perception surfaces quickly once people start talking, so 20 minutes is enough, and 15 conversations gives you a confident read on the patterns. No annual commitment, no minimum. £10 per 30 minutes of interview time, invoiced the following month.
After each interview Robbie produces the associations that recurred, ranked by how consistently they appeared, the unprompted language people used, surprises that diverged from your intended positioning, and standout quotes in participants' own words.
Robbie pulls everything together, so you can tell whether a description was one person's take or the way fifteen people independently see you.
Robbie measures perception through conversation, not a statistically representative brand tracker. It tells you how people describe you and why, richly and in their own words, but it is not a nationally weighted sample.
If you need market-wide awareness percentages or a tracked score over time, pair Robbie with a quantitative brand-tracking survey. Robbie is for the language, and the reasons behind the numbers.
FAQs
- What is a brand perception interview?
- A brand perception interview is a qualitative conversation that explores how a customer or prospect actually thinks and feels about your brand, the associations, language, and comparisons they reach for unprompted, rather than the attributes you would have chosen to measure.
- How is this different from a brand tracking survey?
- A tracker gives you scores over time across a large sample. A perception interview tells you why those scores move and captures the exact words people use. Robbie asks open follow-ups a survey cannot, so you hear the reasoning, not just the rating. Many teams run both.
- How do you capture unprompted perception?
- Robbie opens with broad, non-leading questions before mentioning any specific attribute or competitor, so the first associations are genuinely the participant's. It only probes specifics once people have shared their own top-of-mind view.
- How many interviews do I need?
- Most teams see consistent perception themes emerge after 12–20 interviews per audience. Robbie pulls patterns across all of them, so you can see whether a description is one person's opinion or a shared view.
- Can I compare how different segments see the brand?
- Yes. Robbie captures role, segment, or any screening question at intake, so you can compare how prospects describe you against existing customers, or how one market differs from another.
- Can participants speak instead of type?
- Yes. Participants choose text or voice at the start and Robbie adapts. Audio is transcribed on the fly and no recordings are stored.
Related use cases
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