Why do brands pay for surveys?

Roasted chicken, the favorite dish of the French. Valuable information revealed by BVA for Doméo, broker in insurance and emergency assistance to Habitat. What is the chicken doing at the insurer? For Doméo, commissioning such a study from a polling institute makes it possible to develop brand awareness, generate content and numerous spin-offs in the press and on the Web. Under the effect of the digital revolution, brands must produce more content, well beyond their own daily news. To affirm their leadership and consolidate their credibility, the trick is to finance opinion polls whose first results are reserved for opinion leaders (experts, journalists, bloggers) before distribution to the general public. Being a partner in a survey is a good plan for a brand because it generates media coverage, provided you repeat the exercise regularly.