Brand Awareness Survey

Brand awareness research answers a question most businesses guess at: when someone in your market needs what you sell, do they think of you at all? This template separates unprompted recall — the names people volunteer without help — from prompted recognition, where they pick the brands they know from a list. The gap between those two numbers is usually the most informative result in the whole survey. The recall question comes on the first page, before your brand is named anywhere; keep it there, or the recognition questions answer it for them.

It also asks where people encountered the brand, what they associate with it — three words of their own, then how well six descriptions fit — how likely they are to consider it next time, and what drives their choice in the category. Associations tell you whether the positioning you intend is the positioning that landed. Sources tell you which channels are doing the work, which is often not the channels receiving the budget. People who had not heard of the brand before today can still answer every question honestly: each one gives them a way to say so.

Run it against a defined audience rather than your own customer list. Asking existing customers about awareness measures how well you remember each other, not how well the market knows you. Replace [product category], [Brand] and the competitor names before you send it, and switch on option shuffling for the brand list, keeping "None of these" last, so list position does not favour anyone.