Brand Health Tracker: Awareness, Consideration & Equity

Welcome to this survey about your experiences and perceptions of brands in [product category]. This survey takes approximately 11 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. Your responses will be kept confidential, anonymized, and reported only in aggregate. By continuing, you agree to participate in this research.

Overall, how familiar are you with this product category?

Without looking anything up, which brands in this category come to mind first? Please list up to five.

In the past 6 months, have you shopped for products or services in this category?

• Yes, in the past 6 months
• No, not in the past 6 months
• Not sure

Which brands would you seriously consider for your next purchase in this category? Select all that apply.

• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
• Brand F
• None of these

Thinking about your first-choice brand (the one you selected above), please rate your agreement with the following statement: 'This brand offers high-quality products or services.'

We'd like to learn more about your brand preferences and the reasons behind them. A few short follow-up questions will be asked based on your earlier responses.

What is your age group?

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

Thank you for completing this survey! Your responses have been recorded and will be used to improve our understanding of brands in this category. We appreciate your time and honest feedback.

Which of the following brands have you heard of, even if you have not used them? Select all that apply.

• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
• Brand F
• None of these

Which of the following brands have you personally used in the past 3 months? Select all that apply.

• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
• Brand F
• None of these — I have not used any brand in the past 3 months

If you had to choose today, which one brand would be your first choice?

• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
• Brand F
• No preference / None of these

Thinking about your first-choice brand: 'This brand offers good value for the price.'

Based on your responses in this survey, is there anything else you would like to share about your experiences or feelings toward brands in this category?

Which of the following best describes your gender?

• Man
• Woman
• Non-binary
• Other (please specify)
• Prefer not to say

Which one brand did you use most often in the past 3 months?

• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
• Brand F
• I did not use any brand in the past 3 months

How likely are you to purchase from this category in the next 30 days?

Thinking about your first-choice brand: 'This brand is one I trust.'

Which country do you currently live in?

• United States
• United Kingdom
• Canada
• Australia
• Germany
• France
• India
• Brazil
• Japan
• Mexico
• Other (please specify)
• Prefer not to say

Thinking about your first-choice brand: 'This brand is innovative and forward-thinking.'

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / Associate degree
• Bachelor's degree
• Graduate or professional degree
• Other
• Prefer not to say

How likely are you to recommend your first-choice brand to a friend or colleague?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker
• Unemployed
• Retired
• Prefer not to say