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Brand awareness survey template
Asks the unprompted question first, before your brand name appears anywhere, so recall is real. Only people who recognise the brand are asked where they saw it, whether they've bought it and how it comes across, while everyone else skips ahead to what drives their choices. Written for a coffee brand as an example, so swap in your own category and names.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Hi! We're asking people about the brands they buy. There are no right answers, and it takes about three minutes.
How often do you buy coffee to make at home?
When you think of coffee to make at home, which brands come to mind? List as many as you like.
Which of these brands have you heard of?
Where have you come across Brightside Coffee?
Have you ever bought it?
What's your overall impression of Brightside Coffee?
Which three words would you use to describe it?
Rank what matters most when you choose a coffee.
Where do you usually find out about new food and drink brands?
Which age group are you in?
Endings
Thank you ☕
Thanks for stopping by
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Long text
Multi select
Multi select
Single select
Opinion scale
Short text
Ranking
Multi select
Dropdown
What this template uses
- Single select
- Long text
- Multi select
- Opinion scale
- Short text
- Ranking
- Dropdown
- 2 branches
- 2 endings
Questions to consider
- Who is your audience? Screen out people outside the category so they don't dilute your numbers.
- Which competitors belong in the recognition list? Pick the brands your buyers actually compare you with.
- Is this a one-off, or a baseline you'll repeat after a campaign to measure the change?
- Where will you find respondents who haven't already heard of you? Your own email list will overstate awareness.
How to use the responses
Count how many people named your brand in the unprompted answer; that is your unaided recall, and it matters more than recognition. Compare it with the share who picked it from the list. Among people who know you, the 'where did you see us' answers show which channels are doing the work, and the three-word answers show whether people describe you the way you hoped. Rerun the same survey after a campaign and compare.
How to customize and share it
- 1Replace coffee with your own category and Brightside Coffee with your brand name in every question where it appears.
- 2Swap the competitor names in the recognition list for the brands your customers really choose between.
- 3Share the link with an audience beyond your own customers, such as a research panel or social ads, so the results aren't skewed.
Frequently asked questions
What is the difference between unaided and aided brand awareness?
Unaided awareness is when someone names your brand without being prompted. Aided awareness is when they recognise it from a list. Ask the unaided question first, or the list gives the answer away.
What questions should a brand awareness survey include?
An unprompted recall question, a recognition list, where people encountered the brand, whether they've bought it, and their impression. A screening question keeps out people outside your category.
How often should I run a brand awareness survey?
Before and after a major campaign, or at a regular interval such as twice a year. Keep the questions identical so results can be compared.
Why does this survey skip questions for some people?
Anyone who doesn't recognise your brand can't say where they saw it, so they skip straight to the questions about how they choose.