OUGD501 - Studio Brief 02 - ALDI Brand Research Continued

Further research into the brand must include factual information on the brand's demographic, including but not limited to age, gender, occupation, class, location, perception of the brand, personality, taste, interests etc. The most effective way to do this is through a live questionnaire that will survey a small sample of product consumers.

Questions to be included in the questionnaire:


What is your age?

What is your occupation?

Do you shop at ALDI?  Yes,  No

If yes, how frequently?  More than once a week, once a week, once a month, occasionally, rarely

If no, why not?

What are your perceptions of ALDI as a brand? Reliable, cheap, low quality, youthful, accessible, everyday, budget, off-brand, limited choice, fresh, old

What are your perceptions of the current ALDI logo? Modern, friendly, tacky, welcoming, naive, corporate, retro, aesthetically pleasing, progressive, off-putting, well designed, badly designed, accurate representation of your perceptions of the ALDI brand

How often do you see branding for ALDI stores?  More than once a week, once a week, once a month, occasionally, rarely

Where do you most often see branding for ALDI stores? Television advert, magazine advert, billboards, bus shelter adverts

Which logo would you make you the most likely to shop in ALDI? (image examples)

Considering that the target market for Aldi and this questionnaire is young professionals, students and families, it is more effective to ask questions relating to the general perception of the brand in every day life as apposed to more specific questions about the physical design of the logo. The majority of individuals within the target market will not have an in-depth knowledge of the role that graphic design plays within advertising and branding, and therefore questions of a more generic nature will produce answers that will give a more accurate representation of the brand's audience.

The questionnaire was created using Surveymonkey and then launched through social media channels for the duration of one week.