Q01
Message
All templates
Brand & Category Awareness Tracker
Measures unaided and aided brand awareness, familiarity, and consideration within a product category — including where awareness comes from. An AI follow-up interview digs into why certain brands come to mind first and what's blocking awareness of brands that don't, going beyond simple recall percentages.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q02
Short TextRequired
When you think of (Replace with your category, e.g., 'meal kit delivery services'), what brands or companies come to mind? List as many as you can think of, in the order they come to mind.
Q03
Multiple ChoiceRequired
Which of the following brands have you heard of, even if you've never used them? (Template note: replace this list with your actual brand set, including your own brand and 3-6 competitors.)
- (Replace with your brand)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
- (Replace with competitor D)
Q04
MatrixRequired
For each brand, how familiar are you with it? (Template note: rows should match the brand list above.)
4 rows × 4 columns
- (Replace with your brand)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
Columns: Never heard of it · Heard of it, know nothing else · Somewhat familiar · Very familiar
Q05
Multiple ChoiceRequired
Which of these brands would you seriously consider the next time you need this kind of product or service?
- (Replace with your brand)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
- (Replace with competitor D)
Q06
Multiple Choice
Which brand do you currently use most often, if any?
- (Replace with your brand)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
- (Replace with competitor D)
- I don't currently use any of these
Q07
Multiple Choice
Thinking about the brand that came to mind first for you, where have you encountered it? Select all that apply.
- Social media
- Search engine results
- Online or TV advertising
- Word of mouth (friend, family, colleague)
- In-store or in-person
- News or press coverage
- Can't recall where
Q08
Opinion ScaleRequired
Overall, how familiar are you with (Replace with your brand)?
Scale: 1 – 5
Min:Never heard of itMax:Know it extremely well
Q09
AI Interview
Explore why the brand the respondent listed first came to mind before any others — anchor on a specific memory, ad, recommendation, or experience if they have one. If they rated (Replace with your brand) as unfamiliar, probe what would need to happen for it to register at all, and whether they've simply never encountered it or actively dismissed it. Keep it conversational and avoid leading them toward any brand.
Q10
Multiple Choice
What is your age range?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q11
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q12
Message
That's everything — thank you for sharing what you know (and don't know) about these brands! Your responses will be combined with others to build a picture of brand awareness and consideration in this category.
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 a static brand list by pairing unaided and aided awareness questions with an AI follow-up interview that asks respondents why their top-of-mind brand came to mind first — not just that it did.
- Captures where awareness actually comes from (ad, word of mouth, in-store, etc.) alongside familiarity and consideration, so you can tie recall to specific touchpoints.
- Uses a matrix for brand-by-brand familiarity and an opinion scale for the respondent's own top-of-mind brand, giving both breadth (all brands) and depth (their brand) in one flow.
- The AI follow-up interview probes what's blocking awareness of brands that didn't come to mind, surfacing reasons a fixed-choice survey would never capture.
SurveyMonkey
Category Awareness Survey Template & QuestionsThis page combines a fielding-ready template with guidance on category awareness question writing, backed by SurveyMonkey's large panel and analytics tools. It's a solid, well-established option for structured recall and familiarity questions but relies on fixed-choice logic throughout. There's no mechanism to dynamically probe an individual respondent's reasoning.
What it does well
- Established survey platform with broad distribution/panel options
- Includes methodology guidance alongside the template
- Good for standard aided/unaided recall question types
Where it falls short
- Static question set with no adaptive follow-up based on individual answers
- No AI-driven interview to explore why a brand came to mind first
- No published prompt-level methodology since there's no AI interviewing component
SurveySparrow
Brand Awareness Survey TemplateSurveySparrow's conversational format makes the survey feel more like a chat than a form, which helps completion rates for brand awareness questions. It still runs on a predetermined question flow, though, without true AI-generated follow-up questions tailored to each answer. It's a ready-to-use template but not an adaptive interview.
What it does well
- Conversational, chat-like UI improves respondent engagement
- Fielding-ready template for quick deployment
- Supports standard branching logic
Where it falls short
- No AI-generated follow-up questions based on individual responses
- No voice AI interview option
- Lacks automated per-response quality scoring
Typeform
Brand Awareness Survey TemplateTypeform's template delivers its signature clean, one-question-at-a-time conversational design, which is pleasant for respondents answering standard awareness questions. Like the others, it's built on pre-set question paths rather than dynamic AI probing, so it can't explore an individual's specific reasoning for top-of-mind brands. It's a ready-to-use, static template.
What it does well
- Polished, respondent-friendly conversational interface
- Fielding-ready template out of the box
- Good visual design and branding customization
Where it falls short
- No adaptive AI follow-up interview or voice AI option
- No mechanism to probe why a brand came to mind first or what blocks awareness of others
- No transparent, publishable interview prompts since there's no AI interviewing
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.