How do locals and outsiders see the Münsterland? How well known is the Münsterland? What associations do they have with the region?
To get to the bottom of these questions, the market research agency Interrogare conducts a representative survey about every two years on behalf of Münsterland e.V.. The aim was to gain insights into the awareness and perception of Münsterland in the self-image (inhabitants of Münsterland) and external image (inhabitants of other regions outside Münsterland).
As a zero point measurement, the study depicts the status quo of the current brand perception of Münsterland. It is thus a working basis and, if repeated, a controlling instrument for the ongoing branding process of the region. Started in 2016, in the course of this process the stakeholders in Münsterland have developed a positioning as well as brand core values, which since 2019 have been used to advertise under the claim "THE GOOD LIFE." is being advertised.
Who was surveyed? A total of 1,444 people aged 16 to 70 from all over Germany were surveyed, 435 of whom resided in Münsterland. The study was conducted as an online survey.
Towards the end of 2020, a first interim measurement was carried out. The focus was on the perception of one's own region through the Corona pandemic as well as the awareness of the logo and claim of the new Münsterland regional brand.
A follow-up measurement was carried out in February 2022, which still shows that Münsterland is perceived very positively. Furthermore, after a peak phase of the Corona pandemic, the Münsterland shows a high recovery power in perception.
Below we provide a detailed summary of all results as well as the two graphics shown at the top of this page for download. When using the results of the brand study, Münsterland e.V. must be named as the client and indicated as the copyright.