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Marketing & Growth

B2B Brand Awareness and Perception Tracker

Tracks unaided and aided awareness, consideration, and perceived positioning of your brand versus named competitors among B2B buyers and influencers. Includes a best-worst trade-off on what actually drives vendor choice, plus an AI follow-up that unpacks the reasoning behind recommendation scores. Built to run quarterly for longitudinal tracking.

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設問の例

テンプレートの内容をプレビューできます。すべての設問は公開前に自由に編集できます。

全14問・約7分
Q01
メッセージ

Thanks for taking a few minutes to share your perspective on vendors in this space. Your responses are completely confidential and anonymized. There are no right or wrong answers — your honest impressions are what matter. About 6-7 minutes.

Q02
自由回答（短文）必須

When you think of providers of (Replace with your product/service category), which brands come to mind? List as many as you can, in the order they occur to you.

Q03
選択式必須

Which of the following brands have you heard of, even if you know little about them? (Template note: replace with your actual competitive set before launching.)

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q04
選択式必須

Which of these brands would you actively consider for an upcoming purchase or renewal decision?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q05
オピニオンスケール必須

How familiar are you with (Your Brand) specifically?

スケール: 1 – 5
最小:Never heard of it before today最大:Know it very well
Q06
マトリクス必須

Thinking of (Your Brand), how much do you agree or disagree with each statement?

6行 × 6列
  • Is a credible, trustworthy provider
  • Understands the needs of businesses like mine
  • Offers innovative products or features
  • Is easy to do business with
  • Delivers strong value for the price
  • ほか1件
列: Strongly disagree · Disagree · Neutral · Agree · Strongly agree · Not sure / no opinion
Q07
ベスト・ワースト選択（MaxDiff）必須

When choosing a vendor in this category, which of these factors matters most and which matters least to your decision?

  • Price and total cost of ownership
  • Product quality or feature depth
  • Customer support responsiveness
  • Brand reputation and reviews
  • Ease of implementation
  • Existing relationship or contract
  • Security and compliance credentials
  • Vendor's industry expertise
各セットで最も良いもの・最も悪いものを選択最も良い:Matters most最も悪い:Matters least
Q08
オピニオンスケール必須

How likely are you to recommend (Your Brand) to a peer or colleague facing a similar decision?

スケール: 0 – 10
最小:Not at all likely最大:Extremely likely
Q09
選択式

Which brand does your organization primarily use or purchase from today for this category?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
  • None currently / not applicable
Q10
AIインタビュー

Probe the reasoning behind the recommendation score the respondent just gave for (Your Brand). If the score is 8 or higher, find out what specifically earned that confidence and whether it's tied to a recent experience or a general impression. If the score is 6 or lower, dig into what's holding them back, whether it relates to a specific unmet need from the vendor comparison factors, and what would need to change to move the score up. If they named a competitor as their primary vendor, ask what tipped the decision that way.

Q11
選択式

Roughly how many employees are at your organization?

  • 1-49
  • 50-249
  • 250-999
  • 1,000-4,999
  • 5,000+
  • Prefer not to say
Q12
選択式

Which best describes your role in vendor or purchasing decisions for this category?

  • Final decision-maker
  • Strong influence, not final say
  • Some input
  • No involvement
  • Prefer not to say
Q13
選択式

What industry best describes your organization?

  • Technology / Software
  • Financial Services
  • Healthcare
  • Manufacturing
  • Retail / Consumer Goods
  • Professional Services
  • Other
  • Prefer not to say
Q14
メッセージ

That's everything — thank you for sharing your perspective! Your responses feed into our quarterly brand tracking report, alongside industry peers, to help us understand where we're winning trust and where we need to improve.

含まれる機能

  • AIによる深掘り

    自由回答に合わせてAIが追加で質問し、固定のフォームでは拾えない具体的な内容を引き出します。

  • 注意確認設問

    急いだ回答や質の低い回答者を除外する仕組みを標準で備えています。

  • AIが作成する設問文

    文言、設問の順序、条件分岐をAIが調査の目的に合わせて作成します。

  • 自動レポート

    回答が集まると、テーマ、引用、わかりやすい要約が自動で作成されます。

他ツールとの比較

ほかのアンケートツールで最も近いテンプレートを調べました。それぞれの優れている点と、このテンプレートがさらに踏み込んでいる点をまとめています。

このテンプレートを選ぶ理由

  • Combines unaided and aided brand awareness with consideration and current-vendor-usage questions, so you see the full funnel from recognition to actual purchase in one instrument.
  • Includes a best-worst (MaxDiff) trade-off exercise to quantify what actually drives vendor choice, not just self-reported importance ratings.
  • Pairs a recommendation-likelihood scale with an AI follow-up interview that automatically probes the reasoning behind each score, surfacing the 'why' that static scales miss.
  • Captures firmographic and role-based segmentation (company size, purchasing role, industry) so results can be cut by buyer type, and is built to be refielded quarterly for longitudinal tracking.

Jotform

Brand Awareness Survey Form Template

A fielding-ready, fully customizable form template for measuring general brand awareness. It's built on Jotform's drag-and-drop form builder, geared toward quick deployment rather than B2B-specific competitive tracking. No named-competitor benchmarking or trade-off analysis is built in by default.

優れている点

  • Easy to customize via drag-and-drop builder
  • Quick to deploy for general brand awareness
  • Flexible for various industries and question types

物足りない点

  • Static question set with no adaptive AI follow-up probing
  • No built-in trade-off (best-worst) methodology for driver prioritization
  • No transparent, publishable methodology for how questions were designed

SurveyMonkey

Brand Awareness Questionnaire Template

A ready-to-field questionnaire template backed by SurveyMonkey's survey methodology expertise, covering standard awareness and perception metrics. It's a static question set intended for broad brand tracking rather than a B2B-tailored competitive-positioning instrument with trade-off analysis.

優れている点

  • Methodology-informed default question wording
  • Established survey platform with broad distribution options
  • Straightforward benchmarking against general awareness metrics

物足りない点

  • No adaptive AI interview to dig into open-ended reasoning
  • No MaxDiff-style trade-off exercise for vendor-choice drivers
  • No transparent prompt-level methodology since it isn't AI-driven

SurveySparrow

Brand Perception Survey Template

A conversational-style survey template focused on brand perception, using SurveySparrow's chat-like UI to improve completion rates. It's still a fixed, static question flow rather than an adaptive interview, and isn't specifically structured for B2B buyer segmentation or named-competitor tracking.

優れている点

  • Conversational chat-style UI that can boost respondent engagement
  • Focused specifically on brand perception rather than generic awareness
  • Simple to launch as a standalone perception tracker

物足りない点

  • Conversational UI is scripted, not adaptive AI probing based on responses
  • No trade-off/MaxDiff exercise to prioritize purchase drivers
  • No B2B-specific role/firmographic segmentation built into the template

Typeform

Brand Awareness Survey Template

A visually polished, fielding-ready template built on Typeform's one-question-at-a-time format, good for general consumer-facing brand awareness. It offers a pleasant respondent experience but lacks B2B-specific competitive benchmarking, trade-off analysis, or deeper qualitative follow-up.

優れている点

  • Clean, engaging one-question-at-a-time format
  • Easy to brand and customize visually
  • Good for quick top-of-funnel awareness checks

物足りない点

  • No adaptive AI follow-up to explore respondent reasoning
  • No trade-off methodology for ranking vendor-choice drivers
  • No automated quality scoring or auto-generated analytical report

よくあるご質問

「B2B Brand Awareness and Perception Tracker」テンプレートにはどのような設問が含まれていますか？

すぐに使える設問が14問含まれており、最初の設問は次のとおりです：「Thanks for taking a few minutes to share your perspective on vendors in this space. Your responses are completely confid…」・「When you think of providers of (Replace with your product/service category), which brands come to mind? List as many as…」・「Which of the following brands have you heard of, even if you know little about them? (Template note: replace with your a…」。すべての設問は上でプレビューでき、自由に編集できます。

このアンケートの回答にはどのくらい時間がかかりますか？

回答者は通常、14問を約7分で回答し終えます。

テンプレートは編集できますか？

はい。公開前であれば、すべての設問、選択肢、順序を編集できます。設問の追加や削除のほか、調査の目的に合わせた作り直しをAIエディターに依頼することもできます。

このテンプレートは無料で使えますか？

はい。エディターで開けば、すぐに編集を始められます。お試しにアカウントは不要で、無料プランでアンケートを公開できます。

公開の準備はできましたか？

このテンプレートをエディターで開いてみてください。最初の回答者が目にする前に、すべてを自由に変更できます。

このテンプレートを使う無料で始める

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