Brand Pulse: Awareness-to-Loyalty Funnel Tracker

Hi! We're checking in on how people think about brands in this category — no wrong answers, just your honest first reactions. Your responses are completely confidential and anonymized. This takes about 5 minutes.

When you think of brands in this category, what is the first one that comes to mind?

Which of these brands have you heard of, even if you've never used them? Select all that apply.

• (Replace with Your Brand)
• (Replace with Competitor A)
• (Replace with Competitor B)
• (Replace with Competitor C)
• (Replace with Competitor D)

Which of these brands would you seriously consider the next time you're shopping in this category? Select all that apply.

• (Replace with Your Brand)
• (Replace with Competitor A)
• (Replace with Competitor B)
• (Replace with Competitor C)
• (Replace with Competitor D)

Which best describes your history with (Replace with Your Brand)?

• I currently use it
• I've used it in the past but not currently
• I've never used it but am aware of it
• I've never heard of it before now

How familiar are you with what (Replace with Your Brand) offers and stands for?

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

How well does each statement describe (Replace with Your Brand) compared to the other brands you know in this category?

Rank these brands from the one you'd choose first to the one you'd choose last, based on the brands you're aware of.

1. (Replace with Your Brand)
2. (Replace with Competitor A)
3. (Replace with Competitor B)
4. (Replace with Competitor C)

Identify the exact stage where this respondent's relationship with (Replace with Your Brand) stalled — aware but never considered, considered but never tried, tried but stopped, or currently using but lukewarm on recommending it. Ask them to describe the specific moment or reason behind that stall in their own words, anchoring on any competitor they mentioned choosing instead. If they are a current happy user, probe what would make them recommend more enthusiastically rather than just accepting a high score at face value.

Which age range do you fall into?

• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

How do you describe your gender?

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

Thanks so much for sharing your honest impressions! Your answers feed directly into our brand funnel report, helping the team see exactly where people drop off and why.