Brand Tracker (wave survey)

The full brand funnel in one questionnaire that stays identical wave after wave: awareness, consideration, usage, advocacy and image profile.

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Brand Tracker (wave survey) – questionnaire preview

A brand tracker measures a development, not a state. The most important property of this questionnaire is therefore not what it asks but that it asks it the same way in every wave. The template covers the complete brand funnel: unaided awareness (top of mind), aided awareness, consideration, usage, advocacy and the image profile. Each stage builds on the previous one, so you can see where prospects drop out — not merely that the brand is known.

When should you use this template?

This template is a great fit for:

  • You want to follow brand development across quarters or years rather than take a snapshot
  • You are measuring campaign impact and need a before/after comparison
  • You want to know at which funnel stage you lose ground against competitors
  • You report regularly to management and need comparable figures
  • You are replacing an existing tracker and want the questionnaire logic documented

Every question in this template

  1. 1

    Which brands in this product category come to mind spontaneously?

    Please name the brand you think of first.

    Short text
  2. 2

    Which other brands in this category do you know without us naming them?

    Please name all further brands that come to mind.

    Long text
  3. 3

    Which of the following brands do you know, at least by name?

    Multiple answers possible.

    Multiple choice
    • Our brand
    • Competitor A
    • Competitor B
    • Competitor C
    • Competitor D
    • Competitor E
  4. 4

    Which of these brands would you seriously consider when buying?

    Multiple answers possible.

    Multiple choice
    • Our brand
    • Competitor A
    • Competitor B
    • Competitor C
    • Competitor D
    • Competitor E
  5. 5

    Which brand do you currently use most often?

    Single choice
    • Our brand
    • Competitor A
    • Competitor B
    • Competitor C
    • Competitor D
    • Competitor E
  6. 6

    How likely are you to recommend the brand you use?

    0 = not at all likely, 10 = extremely likely.

    NPS (0–10)
  7. 7

    How well do the following attributes fit our brand?

    Please rate each attribute separately.

    Matrix
    Does not apply at allRather does not applyPartlyRather appliesFully applies
    Trustworthy
    Innovative
    Good value for money
    High quality
    Likeable
  8. 8

    Where have you come across advertising or posts about brands in this category in the past four weeks?

    Single choice
    • Television
    • Online advertising / social media
    • Search engine
    • Print / billboard
    • Recommendation from people I know
    • In store / at the point of sale
  9. 9

    What else comes to mind about our brand?

    Optional — any thought helps us.

    Long text

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Frequently asked questions

How often should a brand tracker run?
Quarterly is the most common rhythm: often enough to see campaign effects, rare enough to stay affordable. Heavy advertising or fast-moving categories justify monthly waves; established brands in stable markets do fine with half-yearly ones. More important than frequency is regularity — uneven intervals make seasonality and campaign effect impossible to tell apart.
Why must the questionnaire not change between waves?
Because every change breaks the comparison. A reworded question, an added answer option or a reversed scale creates a jump in the time series that looks like a market shift but is not one. Where a change is unavoidable, document it and field both versions in parallel during one transition wave — that is the only way to account for the break later.
How many competitors should I include?
Five to eight brands is a good range: enough for a meaningful competitive picture, few enough that the matrix questions do not exhaust respondents. Include the brands you actually lose against, not the largest in the category. And randomise the order of brands so the first position gains no systematic advantage.
What sample size do I need per wave?
For overall figures, 300 to 500 cases per wave is typical. What matters is the smallest group you intend to report on: if you break results down by age group, each one needs a solid base — below 100 cases, changes between waves are hardly ever significant. Plan the sample from the intended analysis, not from the total.
How large must a change be to be real?
That depends on sample size and starting value, and only a significance test answers it. As a rough guide: at n=500 and a value around 40%, changes below roughly 5 percentage points are usually not significant. This is exactly why significance testing belongs in the running analysis rather than an appendix — otherwise every fluctuation gets read as a trend.
Why does the unaided question come before the aided one?
Because the brand list in the aided question influences recall. Someone who has just seen a list of eight brands names different brands spontaneously than someone asked cold. The unaided → aided order is therefore not a matter of style but a precondition for unaided awareness being interpretable at all.

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