Q01
Message
All templates
Brand Performance & Health Tracking Survey
Tracks how your brand is remembered, perceived, and chosen versus competitors — awareness, attribute ratings, and recommendation likelihood — then uses an AI follow-up to uncover the real reasons behind each respondent's recommendation score. Built for marketing teams running quarterly or annual brand health checks.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
13 questions · ~7 min
Q02
Short TextRequired
Thinking about (Replace with product category, e.g. 'running shoes'), what is the first brand that comes to mind? (Template note: replace category placeholder before launching.)
Q03
Multiple ChoiceRequired
Which of the following brands have you heard of, even if you've never used them?
- (Replace with brand name)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
Q04
Opinion ScaleRequired
How likely are you to recommend (Replace with brand name) to a friend or colleague?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q05
MatrixRequired
How much do you agree that (Replace with brand name) is each of the following?
5 rows × 5 columns
- Trustworthy
- Good value for money
- Innovative
- High quality
- Easy to do business with
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 matter most to you and which matter least?
- Price
- Product quality
- Customer service
- Brand reputation
- Availability / convenience
- Innovation
- Sustainability practices
- Loyalty rewards
Pick best & worst per setBest:Matters mostWorst:Matters least
Q07
Ranking
Rank these brands from most to least preferred, based on your overall impression.
- (Replace with brand name)
- (Replace with competitor A)
- (Replace with competitor B)
- (Replace with competitor C)
Drag to rank
Q08
Rating ScaleRequired
Overall, how would you rate your impression of (Replace with brand name) today?
Range: 1 – 5
Min:PoorMax:Excellent
Q09
AI Interview
Probe the reasoning behind the respondent's recommendation likelihood score. If they scored 9-10, uncover the specific moment or attribute that earned that loyalty and whether it's a recent experience or a long-held impression. If they scored 0-6, dig into what specifically eroded trust or satisfaction, whether it was a one-off incident or a pattern, and what would need to change to move their score up. Anchor questions on concrete experiences, not general attitudes.
Q10
Short Text
In one word or short phrase, how would you describe (Replace with brand name) to someone unfamiliar with it?
Q11
Multiple Choice
Which age range do you fall into?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65+
- 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 for the candid feedback! Your responses feed directly into our brand health tracking report, helping us see the brand the way you actually experience it.
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 standard brand-tracking metrics (unaided awareness, attribute matrix, recommendation likelihood, ranking vs. competitors, MaxDiff on category priorities) in one flow rather than a single static question set
- Uses an AI follow-up interview to probe the reasoning behind each respondent's recommendation score, turning a single NPS-style number into qualitative insight at scale
- Includes automated per-response quality scoring and an auto-generated report, so marketing teams get analysis-ready output instead of just raw responses to tabulate themselves
- Built specifically for repeatable quarterly/annual brand health checks, with open-ended brand description and demographic questions to segment perception over time
SurveyMonkey
Brand Performance Survey TemplateA ready-to-field template covering core brand health metrics like awareness and perception. It's a static question set aimed at broad usability across teams rather than a specialized brand-tracking instrument. Good starting point for teams wanting quick deployment with minimal customization.
What it does well
- Fielding-ready template usable immediately
- Backed by a large, well-known survey platform with broad distribution options
- Simple setup suited to teams without dedicated market research staff
Where it falls short
- No adaptive AI follow-up to probe why respondents feel the way they do about the brand
- No published methodology or prompt transparency behind question design
- No automated per-response quality scoring on open-ended feedback
SurveySparrow
Sample Brand Tracking Survey QuestionnairePresents a sample questionnaire structure for brand tracking, likely covering awareness, perception, and preference questions similar to standard brand health frameworks. It reads as an example/reference questionnaire rather than a deeply customized instrument for competitive benchmarking. Useful as a starting outline for teams building their own survey.
What it does well
- Clear example structure for brand tracking questions
- Platform supports conversational-style survey delivery
- Applicable to general marketing teams needing a template baseline
Where it falls short
- No AI-driven follow-up interview to explore the 'why' behind ratings
- No guided task or screen-share capability for deeper qualitative probing
- No transparent, published prompt logic behind any adaptive elements
QuestionPro
Brand mindset IQ survey questions + sample questionnaire templateOffers a sample questionnaire focused on brand perception and mindset metrics, positioned as a reference template within a broader enterprise research platform. It provides structured static questions but nothing described as adaptive to individual responses. Suited to teams already using QuestionPro's research suite.
What it does well
- Sample template grounded in an established market-research platform
- Covers brand mindset-style perception questions
- Part of a larger suite of research tools for enterprise use
Where it falls short
- No adaptive AI interview follow-up on recommendation or attribute scores
- No automated quality scoring of individual open-ended responses
- No stated voice AI interview option for richer qualitative capture
Jotform
300+ Performance Tracking FormsThis is a broad directory/category page of 300+ general performance-tracking forms (e.g., employee, project, fitness tracking), not a dedicated brand health or brand perception template. It's a form-building starting point rather than a purpose-built brand tracking questionnaire. Relevant only tangentially, since brand-specific tracking isn't the page's focus.
What it does well
- Large library of customizable form templates across many use cases
- Drag-and-drop form builder for quick edits
- Useful if a team wants to build a brand form from scratch using generic components
Where it falls short
- No brand-specific questionnaire structure (awareness, attribute ratings, ranking vs. competitors) provided out of the box
- No adaptive AI follow-up interview or voice AI interview capability
- No automated quality scoring or auto-generated brand health report
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.