MARKETING
Brand awareness tracker survey template
Measure unaided recall, aided recognition, consideration, and familiarity in a defined market category.
9 questions · 2 pages · 5 answer formats · About 2 min
Time is estimated from all questions, including matrix rows. Branching can shorten a path; reading, consent and longer written answers can add time. Confirm it with a pilot.
Free to use within your plan's response allowance. Edit the wording and options before publishing.
Use this template opens an editable draft after sign-in. Questions, answer options and configured logic carry over; nothing is published until you choose to publish.
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Try the actual questions, follow-ups and endings. Preview answers stay in this tab and disappear when you close or restart it. Nothing is submitted.
Who this is for
Marketing teams tracking brand recall, recognition, and consideration in a defined category.
Before you send it
Replace all brand and category placeholders. Preserve unaided recall before showing any brand names. Use a consistent audience and fielding method when tracking over time.
Questionnaire preview
These are the questions and answer options copied into your draft. Bracketed text is a prompt to customize. Matrix questions contain several statements, so allow time for each row.
Page 1
1. When you think of [category], which brands come to mind first? (required)
Short text
2. Which of these brands have you heard of?
Choose all that apply
[Your brand][Competitor A][Competitor B][Competitor C]None of these3. Which one would you consider first for your next purchase?
Choose one
[Your brand][Competitor A][Competitor B][Competitor C]None4. Which words fit [Your brand]?
Choose all that apply
TrustworthyInnovativeGood valuePremiumOutdatedComplicated5. Where have you seen or heard about [Your brand] recently?
Long text
Page 2: Context and next steps
6. Have you used [Your brand] before?
Choose one
Currently use itUsed it in the pastNever used itNot sure7. How familiar are you with [Your brand]?
1–7 scale (Not familiar → Very familiar)
8. What would you want to know before considering [Your brand]?
Long text
9. Which best describes your relationship with this category?
Choose one
Actively comparingLikely to buy soonMay need it laterNot currently relevant
Use the builder link to retain logic, piping, consent, scoring, and randomization. Plain text copies wording only; piped answers become editable placeholders.
How to read the results
Report unaided recall, aided recognition, and first consideration separately. Track prior usage alongside awareness: a sample with more existing customers can make awareness look higher without a market-wide change.
Preview your edited survey on desktop and mobile, run a small pilot, and review an export before inviting the full audience. Adding questions is optional: keep the ones that support your decision.
Keep building your study
Compare a short set of messages with a best/worst choice task, relevance ratings, and comprehension feedback.
Explore needs, behavior, attitudes, and purchasing context for a market segmentation analysis.
Explore resources, management, growth, and team culture with matrix questions and practical improvement priorities.
Count the questions and reading load before confirming timing with a pilot.
Start
Start with this template.
Make it your own.
Free to use within your plan's response allowance. 100 responses a month on Free, and no credit card.