B2B Brand Awareness and Perception Tracker

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.

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.

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)

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)

How familiar are you with (Your Brand) specifically?

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

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

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

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

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.

Roughly how many employees are at your organization?

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

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

What industry best describes your organization?

• Technology / Software
• Financial Services
• Healthcare
• Manufacturing
• Retail / Consumer Goods
• Professional Services
• Other
• Prefer not to say

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.