On August 23rd, 2012, tech giant Microsoft simultaneously announced and unveiled its shiny new logo. Unchanged for the past 25 years, the new logo has stirred up a great deal of discussion. The blogs, press, and forums are all debating whether the new design is too similar to the old logo; whether or not it’s a smart move for its storefronts; and simply acknowledging that this is bold move for the technology stalwart.
The day after the big reveal, we wanted to take a pulse of what consumers thought and by using SurveyMonkey Audience, we were be to be one of the first to report data on the topic.
Surely Microsoft did a significant amount of focus group testing and data analysis on how its new logo was perceived. But now that it’s been announced, how can bloggers and writers get the pulse of consumers and create some unique content to shape their stories? A survey, and an on-demand audience of respondents is often a great way to create fast, custom data.
Using SurveyMonkey Audience to collect a sample of American consumers (over the age of 13 and balanced for gender), we conducted an image test, the goal of which was to understand consumer preferences on logo design by asking the following questions:
- Which design consumers prefer
- Why do they prefer one design over the other
- What attributes consumers associate with the new design.
The results were quite clear: over 70% of respondents preferred the new logo. Furthermore, using our Text Analysis feature, we were able to surface some of the most commonly occurring phrases respondents used when asked which words came to mind when they saw the new logo:
To receive a copy of this “Unique, Custom Content & Information Creation” survey template and additional other SurveyMonkey Audience case study templates, contact firstname.lastname@example.org.
Interested in running your own project using SurveyMonkey Audience? Are you a fan of Microsoft’s new logo? Let us know in comments section below.