Brand Awareness

Measure how present your brand is in your target group's mind – from spontaneous recall to aided awareness within the competitive field.

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Brand Awareness – questionnaire preview

This template measures brand awareness in the proven order: first unaided recall (top of mind), then aided awareness from a brand list, followed by usage, consideration and the first point of contact. This shows you where your brand sits in the funnel and which competitors you are up against.

When should you use this template?

This template is a great fit for:

  • Before and after advertising or campaign phases (pre/post test)
  • For recurring brand tracking over time
  • When entering a new market or audience

Every question in this template

  1. 1

    Which providers in this product category come to mind spontaneously?

    Please name all brands that come to mind without thinking further.

    Short text
  2. 2

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

    Multiple choice
    • Our brand
    • Provider North
    • Provider South
    • Provider West
    • Provider East
    • None of these brands
  3. 3

    Have you ever used products or services from our brand?

    Single choice
    • Yes, I currently use them
    • Yes, but no longer
    • No, never
  4. 4

    How likely are you to consider our brand for a future purchase?

    Single choice
    • Very likely
    • Somewhat likely
    • Somewhat unlikely
    • Very unlikely
  5. 5

    Where did you first hear about our brand?

    Single choice
    • Online advertising or social media
    • Search engine or website
    • Recommendation from friends or family
    • Traditional advertising (TV, radio, print)
    • In a shop or at the point of sale
    • Other

Frequently asked questions

What is the difference between unaided and aided awareness?
Unaided awareness measures which brands respondents recall spontaneously without any prompts. Aided awareness checks whether a brand is recognised from a presented list.
Why does the open question come first?
The unaided question must be asked before the brand list, otherwise the list influences spontaneous recall and biases the result.
Can I customise the brand list?
Yes. Replace the example brands with your actual competitors and add further options as needed.

Start with this template

Load the template into DataLion, adapt it to your brand and start collecting responses — GDPR-compliant, in minutes.

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