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Marketing & Growth

Brand Mindset IQ: Awareness, Perception & Loyalty

Maps how your brand actually lives in customers' minds — unaided recall, aided awareness, familiarity, image attributes, consideration, and recommend intent — plus a best-worst trade-off on what drives choice in the category. An AI follow-up interview digs into the reasoning behind low scores or shaky consideration instead of leaving it as a number. Built for brand and marketing teams tracking health over time.

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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13問・約7分
Q01
メッセージ

Thanks for taking a few minutes to share how you think about brands in this category! Your responses are completely confidential and anonymized. There are no wrong answers — we just want your honest, first impressions. About 5-6 minutes.

Q02
自由回答（短文）必須

When you think of (Replace with your category, e.g., 'running shoes'), what's the very first brand that comes to mind? (Template note: replace the category placeholder before launching.)

Q03
選択式必須

Which of these brands have you heard of before today, even if you've never used them? (Template note: replace the placeholder brand list with your brand and competitors.)

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q04
オピニオンスケール必須

How familiar are you with (Your Brand)?

スケール: 1 – 5
最小:Never heard of it最大:Know it very well
Q05
マトリクス必須

How much do you agree that (Your Brand) is each of the following?

5行 × 5列
  • Innovative
  • Trustworthy
  • Good value for the money
  • For someone like me
  • Higher quality than most alternatives
列: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
ベスト・ワースト選択（MaxDiff）必須

When choosing a brand in this category, which of these matters most to you, and which matters least? (Template note: swap in the attributes that matter for your category.)

  • Price
  • Quality of materials or ingredients
  • Customer service
  • Brand reputation
  • Sustainability practices
  • Design or style
  • Availability where I shop
  • Recommendations from people I trust
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
Q07
オピニオンスケール必須

How likely are you to recommend (Your Brand) to a friend or colleague?

スケール: 0 – 10
最小:Not at all likely最大:Extremely likely
Q08
選択式必須

Which of these brands would you actively consider the next time you shop this category?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q09
ポイント配分必須

If you had to split your loyalty across these brands based on how you feel today, how would you divide 100 points among them?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
100ポイントを配分
Q10
AIインタビュー

Probe the reasoning behind this respondent's recommend-likelihood score and their brand-image ratings: ask what specific experience, moment, or belief is driving that number, and what would need to change to move it up. If they didn't consider (Your Brand) or rated it low on trust or quality, dig into why and what a competitor does better. If familiarity was low, ask what they'd want to know before considering it.

Q11
選択式

What's your age range?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
選択式

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
メッセージ

That's everything — thank you! Your responses feed directly into our brand health tracking, helping us understand where we stand versus competitors and what actually shapes people's choices.

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 recall, aided awareness, familiarity, image-attribute ratings, consideration, and recommend intent in one flow, plus a best-worst trade-off on category choice drivers
  • Includes an AI follow-up interview that automatically digs into the reasoning behind a low recommend score or shaky consideration instead of leaving it as a flat number
  • Uses a constant-sum exercise to see how loyalty actually splits across brands respondents feel torn between, not just a single top-of-mind pick
  • Opens and closes with plain-language chat messages so respondents understand why they're answering brand questions before the automated report is generated

QuestionPro

Brand mindset IQ survey questions + sample questionnaire template

This page reads as a sample questionnaire and question-bank article on brand mindset rather than a ready-to-field interactive template. It covers similar ground conceptually (awareness, perception, loyalty) but is presented as reference content you'd copy into your own survey tool.

優れている点

  • Covers a similar breadth of brand mindset concepts (awareness through loyalty)
  • Positioned as reference material, useful for question wording ideas
  • Backed by an established survey research vendor

物足りない点

  • No adaptive AI follow-up interview to probe the reasoning behind low scores
  • Static sample questions, not a live fielding-ready template with automated scoring
  • No transparent, publishable interview prompts or voice AI option

Jotform

Brand Awareness Survey Form Template

A straightforward, ready-to-use form focused on brand awareness questions, built on Jotform's general-purpose form builder. It's easy to customize and deploy quickly but is a static questionnaire rather than an interview-style research instrument.

優れている点

  • Fast to set up and customize on a familiar form-builder platform
  • Good for basic brand awareness data collection
  • Wide integration options typical of Jotform's ecosystem

物足りない点

  • No adaptive AI follow-up questioning on low familiarity or awareness answers
  • No built-in per-response quality scoring or auto-generated brand health report
  • No voice AI interview option or guided screen-share tasks

SurveyMonkey

NPS And Brand Loyalty Survey Template

Focused mainly on NPS and loyalty tracking rather than the fuller brand mindset picture (unaided recall, image attributes, choice trade-offs). It's a static, fielding-ready template well suited to recurring NPS pulse tracking.

優れている点

  • Purpose-built for recurring NPS and loyalty tracking
  • Simple and quick for respondents to complete
  • Backed by SurveyMonkey's established distribution and panel tools

物足りない点

  • No adaptive AI interview to explore why a respondent gave a particular NPS or loyalty score
  • No best-worst trade-off exercise on category choice drivers
  • No automated per-response quality scoring or transparent AI prompt methodology

SurveySparrow

Brand Perception Survey Template

A conversational-style, fielding-ready template focused on brand perception and image attributes. Its chat-like UI makes it feel more personal than a plain form, but the flow is still pre-scripted rather than adaptively branching based on answer content.

優れている点

  • Conversational question flow that can feel more engaging than a traditional grid form
  • Focused specifically on brand perception and image attributes
  • Ready to field quickly without custom build work

物足りない点

  • No true adaptive AI follow-up interview that probes reasoning behind a specific low score
  • No voice AI interview or guided screen-share task option
  • No automated per-response quality scoring or transparent published interview prompts

よくあるご質問

「Brand Mindset IQ: Awareness, Perception & Loyalty」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13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 how you think about brands in this category! Your responses are completely conf…」・「When you think of (Replace with your category, e.g., 'running shoes'), what's the very first brand that comes to mind? (…」・「Which of these brands have you heard of before today, even if you've never used them? (Template note: replace the placeh…」。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、13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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