Anker US Market Brand Narrative Localisation Research Questionnaire

1. Your Gender

MaleFemaleother

2. Your Age Group

8-2425-3435-4445-5455+

3. Which type of electronic devices do you mainly use with Anker products?

Apple (iPhone/iPad/Mac)Android (Samsung/Google Pixel/etc.)Both

4. How long have you used Anker products?

Less than 6 months6 months - 1 year1-3 yearsMore than 3 years

5. How did you first learn about Anker?(Multiple-choice questions)

Official websiteYouTubeX (formerly Twitter)RedditAmazonE-commerce platformsKOL reviewsFriends/family recommendations

6. How frequently do you come into contact with Anker’s brand content (e.g., ads, product introductions, customer service)?

RarelyOccasionally (1-2 times a month)Frequently (1-2 times a week)Very frequently (daily)

7. Can you easily find Anker products that fit your personalized needs (e.g., travel/office/outdoor use)?

Yes, very easilyYes, basicallyNo, it’s a bit difficultNo, very difficult

8. Do you quickly understand the immediate value of Anker’s products (e.g., fast charging, durability) through its brand narrative?

Yes, very quicklyYes, basicallyNot sureNo, it’s a bit hardNo, very hard

9. How would you evaluate the response speed of Anker’s customer service (e.g., online chat, social media replies) to your inquiries?

Very fast (within 12 hours)Fast (12-24 hours)Average (24-48 hours)Slow (48-72 hours)Very slow (more than 72 hours)

10. Have Anker’s local service commitments (e.g., free delivery, 30-day return) been fulfilled as promised?

Fully fulfilledBasically fulfilledPartially fulfilledRarely fulfilledNever fulfilled

11. How would you describe Anker’s brand communication tone (e.g., language, expression)?

Equal and friendlyProfessional but not rigidNeutral and objectiveAuthoritative and distantArrogant and perfunctory

12. In Anker’s brand narrative, does it balance product functionality (e.g., performance, parameters) and emotional experience (e.g., design, scenario resonance)?

Yes, well balancedYes, basically balancedNot sureNo, more focused on functionalityNo, more focused on emotional experience

13. Which of the following factors enhance your trust in Anker?(Multiple-choice questions)

KOL reviewsOther users’ real feedbackProduct test dataClear service commitmentsBrand reputationNone of the aboveOther

14. Does Anker’s brand image (e.g., technological strength, value proposition) meet your expectations?

Fully meetsBasically meetsNeither meets nor disappointsPartially disappointsCompletely disappoints

15. Is Anker’s product information (e.g., model differences, compatibility) clear enough to avoid confusion?

Very clearBasically clearAverageNot very clearVery confusing

16. Are Anker’s brand narrative scenarios (e.g., home office, camping) closely related to your daily life?

Very closely relatedBasically relatedSlightly relatedNot very relatedNot related at all

17. Does Anker’s product design (e.g., portability, user-friendly functions) cater to your need for convenience and leisure?

Fully catersBasically catersSlightly catersBarely catersDoes not cater at all

18. Do you think Anker’s brand content fits the usage habits of different platforms (e.g., YouTube videos, X posts)?

Very suitableBasically suitableAverageNot very suitableVery unsuitable

19. What do you think are the advantages of Anker’s brand narrative in the U.S. market?

20. What problems do you think exist in Anker’s brand narrative localization?

21. Do you have any suggestions for Anker to optimize its brand narrative in the U.S. market?

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