A Knowledge, Attitude and Practices (KAP) survey is a quantitative method (predefined questions formatted in standardized questionnaires) that provides access to quantitative and qualitative information. KAP surveys reveal misconceptions or misunderstandings that may represent obstacles to the activities that we would like to implement and potential barriers to behavior change. Note that a KAP survey essentially records an “opinion” and is based on the “declarative” (i.e., statements). In other words, the KAP survey reveals what was said, but there may be considerable gaps between what is said and what is done (USAID, 2011)
The method used by Sigma Research to reveal consumers’ opinions about the image/branding of a product/brand. From these results, you will know the perception of you product/brand. For example, if your product is mineral water so when consumers need mineral water, your brand that would called by your customers.