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Brand & Category Awareness Tracker

Measures unaided and aided brand awareness, familiarity, and consideration within a product category — including where awareness comes from. An AI follow-up interview digs into why certain brands come to mind first and what's blocking awareness of brands that don't, going beyond simple recall percentages.

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샘플 질문

템플릿에 포함된 내용을 미리 확인해 보세요. 모든 질문은 설문 공개 전에 자유롭게 수정할 수 있습니다.

질문 12개 · 약 7분
Q01
메시지

Thanks for taking a few minutes to share your thoughts! This survey asks about brands you know in a specific category — there are no wrong answers, we just want your honest, top-of-mind reactions. Your responses are completely confidential and anonymized. About 5 minutes.

Q02
단문형필수

When you think of (Replace with your category, e.g., 'meal kit delivery services'), what brands or companies come to mind? List as many as you can think of, in the order they come to mind.

Q03
객관식필수

Which of the following brands have you heard of, even if you've never used them? (Template note: replace this list with your actual brand set, including your own brand and 3-6 competitors.)

  • (Replace with your brand)
  • (Replace with competitor A)
  • (Replace with competitor B)
  • (Replace with competitor C)
  • (Replace with competitor D)
Q04
매트릭스필수

For each brand, how familiar are you with it? (Template note: rows should match the brand list above.)

4개 행 × 4개 열
  • (Replace with your brand)
  • (Replace with competitor A)
  • (Replace with competitor B)
  • (Replace with competitor C)
열: Never heard of it · Heard of it, know nothing else · Somewhat familiar · Very familiar
Q05
객관식필수

Which of these brands would you seriously consider the next time you need this kind of product or service?

  • (Replace with your brand)
  • (Replace with competitor A)
  • (Replace with competitor B)
  • (Replace with competitor C)
  • (Replace with competitor D)
Q06
객관식

Which brand do you currently use most often, if any?

  • (Replace with your brand)
  • (Replace with competitor A)
  • (Replace with competitor B)
  • (Replace with competitor C)
  • (Replace with competitor D)
  • I don't currently use any of these
Q07
객관식

Thinking about the brand that came to mind first for you, where have you encountered it? Select all that apply.

  • Social media
  • Search engine results
  • Online or TV advertising
  • Word of mouth (friend, family, colleague)
  • In-store or in-person
  • News or press coverage
  • Can't recall where
Q08
의견 척도필수

Overall, how familiar are you with (Replace with your brand)?

척도: 1 – 5
최소:Never heard of it최대:Know it extremely well
Q09
AI 인터뷰

Explore why the brand the respondent listed first came to mind before any others — anchor on a specific memory, ad, recommendation, or experience if they have one. If they rated (Replace with your brand) as unfamiliar, probe what would need to happen for it to register at all, and whether they've simply never encountered it or actively dismissed it. Keep it conversational and avoid leading them toward any brand.

Q10
객관식

What is your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q11
객관식

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q12
메시지

That's everything — thank you for sharing what you know (and don't know) about these brands! Your responses will be combined with others to build a picture of brand awareness and consideration in this category.

포함된 기능

  • AI 후속 질문

    정형화된 설문이 놓치는 세부 내용을, 주관식 답변에 맞춰 AI가 심층 질문으로 끌어냅니다.

  • 주의력 확인 장치

    성의 없는 답변과 저품질 응답자를 걸러내는 내장 안전장치입니다.

  • AI가 작성한 문안

    문구, 질문 순서, 분기 로직까지 AI가 연구 목표에 맞춰 작성합니다.

  • 자동 리포트

    응답이 모이면 주요 주제, 인용문, 이해하기 쉬운 요약이 자동으로 작성됩니다.

다른 서비스와 비교

다른 설문 도구의 가장 유사한 템플릿을 검토했습니다. 그 도구들이 잘하는 점과, 이 템플릿이 한발 더 나아가는 지점을 정리했습니다.

이 템플릿을 선택하는 이유

  • Goes beyond a static brand list by pairing unaided and aided awareness questions with an AI follow-up interview that asks respondents why their top-of-mind brand came to mind first — not just that it did.
  • Captures where awareness actually comes from (ad, word of mouth, in-store, etc.) alongside familiarity and consideration, so you can tie recall to specific touchpoints.
  • Uses a matrix for brand-by-brand familiarity and an opinion scale for the respondent's own top-of-mind brand, giving both breadth (all brands) and depth (their brand) in one flow.
  • The AI follow-up interview probes what's blocking awareness of brands that didn't come to mind, surfacing reasons a fixed-choice survey would never capture.

SurveyMonkey

Category Awareness Survey Template & Questions

This page combines a fielding-ready template with guidance on category awareness question writing, backed by SurveyMonkey's large panel and analytics tools. It's a solid, well-established option for structured recall and familiarity questions but relies on fixed-choice logic throughout. There's no mechanism to dynamically probe an individual respondent's reasoning.

잘하는 점

  • Established survey platform with broad distribution/panel options
  • Includes methodology guidance alongside the template
  • Good for standard aided/unaided recall question types

아쉬운 점

  • Static question set with no adaptive follow-up based on individual answers
  • No AI-driven interview to explore why a brand came to mind first
  • No published prompt-level methodology since there's no AI interviewing component

SurveySparrow

Brand Awareness Survey Template

SurveySparrow's conversational format makes the survey feel more like a chat than a form, which helps completion rates for brand awareness questions. It still runs on a predetermined question flow, though, without true AI-generated follow-up questions tailored to each answer. It's a ready-to-use template but not an adaptive interview.

잘하는 점

  • Conversational, chat-like UI improves respondent engagement
  • Fielding-ready template for quick deployment
  • Supports standard branching logic

아쉬운 점

  • No AI-generated follow-up questions based on individual responses
  • No voice AI interview option
  • Lacks automated per-response quality scoring

Typeform

Brand Awareness Survey Template

Typeform's template delivers its signature clean, one-question-at-a-time conversational design, which is pleasant for respondents answering standard awareness questions. Like the others, it's built on pre-set question paths rather than dynamic AI probing, so it can't explore an individual's specific reasoning for top-of-mind brands. It's a ready-to-use, static template.

잘하는 점

  • Polished, respondent-friendly conversational interface
  • Fielding-ready template out of the box
  • Good visual design and branding customization

아쉬운 점

  • No adaptive AI follow-up interview or voice AI option
  • No mechanism to probe why a brand came to mind first or what blocks awareness of others
  • No transparent, publishable interview prompts since there's no AI interviewing

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