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Brand awareness survey template

Measure unaided recall, aided recognition, source of awareness and perception of a brand against competitors.

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Question 1 of 5

When you think of [category], which brands come to mind?*

What’s inside the brand awareness survey template

This brand awareness survey asks which brands come to mind before it shows any names, so recall is unprompted. Then people pick the brands they know, and those who know yours say where they heard of it, which words fit and how much they trust it. Options shuffle to avoid order bias.

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  • 3 questions only appear when an earlier answer calls for them.
  • Hidden fields filled from the link: wave, panel.
  1. 1 Short answer: When you think of [category], which brands come to mind?
  2. 2 Checkboxes: Which of these brands have you heard of?
  3. 3 Multiple choice: Where did you hear about [Your brand]? (optional) (when needed)
  4. 4 Checkboxes: Which words describe [Your brand]? (optional) (when needed)
  5. 5 Rating: How much do you trust [Your brand]? (optional) (when needed)
  6. 6 Multiple choice: How likely are you to consider [Your brand] next time? (optional)
  7. 7 Multiple choice: Age group (optional)
  8. 8 Dropdown: State or territory (optional)

Why this template works

  • Unaided recall comes first, so answers are not prompted.
  • People who don't know your brand skip the source, words and trust questions.
  • A "wave" field compares results before and after a campaign.

Works with

Connect these after you publish, from the Connect tab.

  • Google Sheets Compare waves before and after a campaign

Questions about this template

What is the difference between aided and unaided awareness?

Unaided awareness is when people name your brand without a prompt. Aided awareness is when they recognise it in a list.

How do I measure a campaign's effect?

Run the survey before and after, with ?wave=pre and ?wave=post in the link, and compare the results.

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