Q01
Message
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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.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
13 questions · ~7 min
Q02
Short TextRequired
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
Multiple ChoiceRequired
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
Opinion ScaleRequired
How familiar are you with (Your Brand)?
Scale: 1 – 5
Min:Never heard of itMax:Know it very well
Q05
MatrixRequired
How much do you agree that (Your Brand) is each of the following?
5 rows × 5 columns
- Innovative
- Trustworthy
- Good value for the money
- For someone like me
- Higher quality than most alternatives
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
Best–Worst Trade-off (MaxDiff)Required
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
Pick best & worst per setBest:Matters mostWorst:Matters least
Q07
Opinion ScaleRequired
How likely are you to recommend (Your Brand) to a friend or colleague?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
Multiple ChoiceRequired
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
Point AllocationRequired
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)
Allocate 100 points
Q10
AI Interview
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
Multiple Choice
What's your age range?
- Under 25
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q12
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q13
Message
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.
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- 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 templateThis 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.
What it does well
- 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
Where it falls short
- 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 TemplateA 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.
What it does well
- 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
Where it falls short
- 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 TemplateFocused 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.
What it does well
- Purpose-built for recurring NPS and loyalty tracking
- Simple and quick for respondents to complete
- Backed by SurveyMonkey's established distribution and panel tools
Where it falls short
- 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 TemplateA 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.
What it does well
- 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
Where it falls short
- 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
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.