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Brand Awareness, Attitudes & Usage (AAU) Tracker

A classic funnel study for brand and category teams: measures unaided and aided awareness, consideration, recent usage, and attitudes toward your brand versus competitors, plus a purchase-driver trade-off exercise. An AI follow-up interview digs into the reasoning behind consideration and switching decisions — the 'why' that closed-ended funnel questions can't capture.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

14 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to share your experience with brands in this category! There are no right or wrong answers — we just want your honest, top-of-mind reactions. This will take about 5-6 minutes.

Q02
Short TextRequired

When you think of (Replace with your product category, e.g. 'athletic footwear'), what brands come to mind? List as many as you can think of.

Q03
Multiple ChoiceRequired

Which of the following brands have you heard of before today, even if you've never used them? (Template note: replace this list with your actual competitor set before launching.)

  • (Replace with Brand A — your brand)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • (Replace with Competitor D)
  • (Replace with Competitor E)
Q04
Multiple ChoiceRequired

Which of these brands would you consider for your next purchase in this category?

  • (Replace with Brand A — your brand)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • (Replace with Competitor D)
  • (Replace with Competitor E)
Q05
Multiple ChoiceRequired

Which brand did you actually purchase or use most recently in this category?

  • (Replace with Brand A — your brand)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • (Replace with Competitor D)
  • (Replace with Competitor E)
Q06
Multiple ChoiceRequired

In the last 3 months, how often have you purchased or used products in this category?

  • Not at all
  • Once
  • 2-3 times
  • 4-6 times
  • 7 or more times
Q07
MatrixRequired

Thinking specifically about (Replace with your brand name), how much do you agree or disagree with each statement?

5 rows × 5 columns
  • Offers high-quality products
  • Is good value for the price
  • Understands people like me
  • Is a brand I trust
  • Is innovative
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q08
Rating ScaleRequired

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

Range: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q09
Opinion ScaleRequired

How likely are you to recommend (Replace with your brand name) to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q10
Best–Worst Trade-off (MaxDiff)Required

When choosing a brand in this category, which of these factors matter most and least to you?

  • Price
  • Product quality
  • Brand reputation
  • Customer service
  • Availability or convenience
  • Sustainability practices
  • Recommendations from others
Pick best & worst per setBest:Matters mostWorst:Matters least
Q11
AI Interview

Probe the reasoning behind the respondent's consideration set and most recent purchase: ask why they would or wouldn't consider (Replace with your brand name), what specifically triggered their last purchase decision, and whether they've switched away from a brand they used to buy in the last year and why. If they showed no awareness of your brand at all, explore what would need to happen for them to notice or try it.

Q12
Multiple Choice

Which age group do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q13
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q14
Message

That's everything — thank you! Your responses feed directly into our brand tracking report, helping us understand where we're winning attention and consideration and where we still have work to do.

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

  • Goes beyond the standard awareness-consideration-usage funnel by adding an AI follow-up interview that probes the actual reasoning behind a respondent's consideration set and most recent purchase — the 'why' static funnel questions can't reach
  • Includes a max-diff trade-off exercise to quantify which purchase drivers actually matter most, rather than relying on rated importance alone
  • Pairs a full attitude matrix and satisfaction/NPS-style questions on your own brand with the competitive funnel questions, so brand health and switching drivers live in one tracker
  • Every response is automatically quality-scored and rolled into an auto-generated report, with transparent prompts showing exactly what the AI asked and why

QuestionPro

10 Product Awareness & Attitudes Survey Questions + Sample Questionnaire Template

This is primarily an educational guide listing sample AAU questions and explaining survey theory, rather than a ready-to-field questionnaire. It's a useful reference for question wording but requires manual assembly into an actual survey instrument. No adaptive or interview-style follow-up is described.

What it does well

  • Provides context and rationale for why each AAU question type is used
  • Covers the classic funnel (awareness, attitude, usage) with example question wording
  • Backed by QuestionPro's broader survey platform for deployment once questions are built

Where it falls short

  • A static list of sample questions, not a pre-built fielding-ready funnel with skip logic
  • No adaptive follow-up probing into the reasoning behind consideration or switching
  • No mention of automated per-response quality scoring or transparent prompt methodology

Jotform

Brand Awareness Survey Form Template

A ready-to-use, customizable form for collecting brand awareness data, built on Jotform's drag-and-drop form builder. It's fielding-ready quickly but structured as a static form rather than an interview, with no built-in trade-off exercise or funnel-specific logic described.

What it does well

  • Quick to customize and deploy via Jotform's drag-and-drop builder
  • Integrates with Jotform's broader ecosystem (payments, notifications, other form types)
  • Simple, familiar form UX for respondents

Where it falls short

  • Static question set with no adaptive AI follow-up to explore reasoning
  • No max-diff or trade-off exercise for purchase drivers mentioned
  • No automated quality scoring of open-ended responses or transparent AI prompt documentation

SurveyMonkey

Brand Awareness Questionnaire Template

A standard, pre-written brand awareness questionnaire on SurveyMonkey's established survey platform, likely covering aided/unaided awareness and basic attitude questions. It's a solid static starting point but doesn't appear to include AI-driven qualitative follow-up or a formal driver-tradeoff methodology.

What it does well

  • Backed by SurveyMonkey's mature survey distribution and analysis tools
  • Pre-written questions reduce setup time for a standard funnel
  • Benchmarking and reporting features available on the broader platform

Where it falls short

  • Closed-ended questionnaire with no adaptive interview to dig into 'why' behind answers
  • No built-in max-diff trade-off exercise for purchase drivers
  • No transparent prompt-level methodology or automated per-response quality scoring

SurveySparrow

Brand Awareness Survey Template

SurveySparrow offers a conversational-style brand awareness template that likely improves completion rates versus flat grids, but it remains a scripted question flow rather than an AI-driven interview. No trade-off exercise or dynamic probing into switching behavior is indicated.

What it does well

  • Conversational, chat-like question flow for better respondent engagement
  • Pre-built template reduces setup time for a standard awareness funnel
  • Mobile-friendly presentation typical of SurveySparrow's platform

Where it falls short

  • Conversational UI is scripted, not adaptive — it can't probe follow-up reasoning like a true AI interview
  • No max-diff or purchase-driver trade-off exercise mentioned
  • No automated quality scoring or transparent AI prompt disclosure

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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