Wikimania 2016 Community Brand Interview - Questions

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The full interview guide used during the Community Brand Interviews at Wikimania 2016.

Starting off[edit]

  • Hi, who are you?
  • Where do you come from?
  • How long have you been editing?

Explanation[edit]

This is an interview about Wikimedia, Wikipedia, and Wikimedia project brands.

When we say brand, we mean: the systematic understanding of signs (logo, name, website design) and associated meanings (use case, reputation, mission).

Our objective is: to learn about community perceptions of our brand personalities

Set 1: On Wikimedia[edit]

To learn awareness of Wikimedia brand... Show a page of Wikimedia project logos.

  • Which of these logos is the [Wikimedia/Wikipedia] logo? You can just point to it.
  • In your personal experience, how often do you find yourself explaining what Wikimedia is in the city where you live? All of the time, Most of the time, Sometimes, Rarely, or Never?

To learn personal associations with the brand

  • What is the first thing that comes to mind when you see this logo?
  • What is the first feeling you have when you see the words?
  • If Wikimedia were a person, what would its personality be like?
  • What is the most important thing a person should feel when they see the Wikimedia logo or read the words "Wikimedia"?

To learn opinions about [Wikimedia/Wikipedia] logo design

  • What characteristics do you like about this image?
  • What characteristics do you dislike about this image?

To learn about use of the [Wikimedia/Wikipedia] brand

  • In the last 12 months, about how many times have you put the image of the Wikimedia logo on something? (e.g. cakes, posters, websites, etc.)?
  • How did you use the logo?
  • How do you describe Wikimedia to your friends and family?
  • What stories do you share with your friends or family about your experiences with Wikimedia?


Set 2: On Wikipedia[edit]

To learn awareness of Wikimedia/Wikipedia brand Show a page of Wikimedia project logos.

  • Which of these logos is the Wikipedia logo? You can just point to it.
  • In your personal experience, how often do you find yourself explaining what Wikipedia is in the city where you live? All of the time, Most of the time, Sometimes, Rarely, or Never?

To learn personal associations with the brand

  • What is the first thing that comes to mind when you see the Wikipedia logo?
  • What is the first feeling you have when you see the words “Wikipedia”?
  • If Wikipedia were a person, what would its personality be like?
  • What is the most important thing a person should feel when they see the Wikipedia logo or read the words "Wikipedia"?

To learn opinions about Wikipedia logo design

  • What characteristics do you like about this image?
  • What characteristics do you dislike about this image?

To learn about use of the Wikipedia brand

  • In the last 12 months, about how many times have you put the image of the Wikipedia logo on something? (e.g. cakes, posters, websites, etc.)?
  • How did you use the logo?
  • How do you describe Wikipedia to your friends and family?
  • What stories do you share with your friends or family about your experiences with Wikipedia?

Set 3: On Wikimedia Projects and general brand needs[edit]

To learn attitudes towards the idea of Wikimedia as a"Brand"

  • What do you think is a great brand? (Any company or organization)
  • What makes this a great brand for you?
  • In your opinion, do you consider Wikimedia a brand? (How so? Say more? What does that mean?)Why or Why not?

To learn attitudes towards overall brand needs

  • Is it clear that these Wikimedia projects are related? Should they be related?
  • Do you think people in your country would recognize Wikimedia? Why or why not?
  • In what ways, if any, might the Wikimedia movement improve managing the brand?

To learn which logo designs are most appealing or least appealing

  • Which Wikimedia project logos do you like best? Why?
  • Which Wikimedia project logos do you dislike? Why?
  • How could Wikimedia project logos be better?