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B2B Brand Awareness and Perception Tracker

Tracks unaided and aided awareness, consideration, and perceived positioning of your brand versus named competitors among B2B buyers and influencers. Includes a best-worst trade-off on what actually drives vendor choice, plus an AI follow-up that unpacks the reasoning behind recommendation scores. Built to run quarterly for longitudinal tracking.

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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 perspective on vendors in this space. There are no right or wrong answers — your honest impressions are what matter. About 6-7 minutes.

Q02
Short TextRequired

When you think of providers of (Replace with your product/service category), which brands come to mind? List as many as you can, in the order they occur to you.

Q03
Multiple ChoiceRequired

Which of the following brands have you heard of, even if you know little about them? (Template note: replace with your actual competitive set before launching.)

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q04
Multiple ChoiceRequired

Which of these brands would you actively consider for an upcoming purchase or renewal decision?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
Q05
Opinion ScaleRequired

How familiar are you with (Your Brand) specifically?

Scale: 1 – 5
Min:Never heard of it before todayMax:Know it very well
Q06
MatrixRequired

Thinking of (Your Brand), how much do you agree or disagree with each statement?

6 rows × 6 columns
  • Is a credible, trustworthy provider
  • Understands the needs of businesses like mine
  • Offers innovative products or features
  • Is easy to do business with
  • Delivers strong value for the price
  • +1 more
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree · Not sure / no opinion
Q07
Best–Worst Trade-off (MaxDiff)Required

When choosing a vendor in this category, which of these factors matters most and which matters least to your decision?

  • Price and total cost of ownership
  • Product quality or feature depth
  • Customer support responsiveness
  • Brand reputation and reviews
  • Ease of implementation
  • Existing relationship or contract
  • Security and compliance credentials
  • Vendor's industry expertise
Pick best & worst per setBest:Matters mostWorst:Matters least
Q08
Opinion ScaleRequired

How likely are you to recommend (Your Brand) to a peer or colleague facing a similar decision?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q09
Multiple Choice

Which brand does your organization primarily use or purchase from today for this category?

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • (Competitor D)
  • None currently / not applicable
Q10
AI Interview

Probe the reasoning behind the recommendation score the respondent just gave for (Your Brand). If the score is 8 or higher, find out what specifically earned that confidence and whether it's tied to a recent experience or a general impression. If the score is 6 or lower, dig into what's holding them back, whether it relates to a specific unmet need from the vendor comparison factors, and what would need to change to move the score up. If they named a competitor as their primary vendor, ask what tipped the decision that way.

Q11
Multiple Choice

Roughly how many employees are at your organization?

  • 1-49
  • 50-249
  • 250-999
  • 1,000-4,999
  • 5,000+
  • Prefer not to say
Q12
Multiple Choice

Which best describes your role in vendor or purchasing decisions for this category?

  • Final decision-maker
  • Strong influence, not final say
  • Some input
  • No involvement
  • Prefer not to say
Q13
Multiple Choice

What industry best describes your organization?

  • Technology / Software
  • Financial Services
  • Healthcare
  • Manufacturing
  • Retail / Consumer Goods
  • Professional Services
  • Other
  • Prefer not to say
Q14
Message

That's everything — thank you for sharing your perspective! Your responses feed into our quarterly brand tracking report, alongside industry peers, to help us understand where we're winning trust and where we need to improve.

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 and aided brand awareness with consideration and current-vendor-usage questions, so you see the full funnel from recognition to actual purchase in one instrument.
  • Includes a best-worst (MaxDiff) trade-off exercise to quantify what actually drives vendor choice, not just self-reported importance ratings.
  • Pairs a recommendation-likelihood scale with an AI follow-up interview that automatically probes the reasoning behind each score, surfacing the 'why' that static scales miss.
  • Captures firmographic and role-based segmentation (company size, purchasing role, industry) so results can be cut by buyer type, and is built to be refielded quarterly for longitudinal tracking.

Jotform

Brand Awareness Survey Form Template

A fielding-ready, fully customizable form template for measuring general brand awareness. It's built on Jotform's drag-and-drop form builder, geared toward quick deployment rather than B2B-specific competitive tracking. No named-competitor benchmarking or trade-off analysis is built in by default.

What it does well

  • Easy to customize via drag-and-drop builder
  • Quick to deploy for general brand awareness
  • Flexible for various industries and question types

Where it falls short

  • Static question set with no adaptive AI follow-up probing
  • No built-in trade-off (best-worst) methodology for driver prioritization
  • No transparent, publishable methodology for how questions were designed

SurveyMonkey

Brand Awareness Questionnaire Template

A ready-to-field questionnaire template backed by SurveyMonkey's survey methodology expertise, covering standard awareness and perception metrics. It's a static question set intended for broad brand tracking rather than a B2B-tailored competitive-positioning instrument with trade-off analysis.

What it does well

  • Methodology-informed default question wording
  • Established survey platform with broad distribution options
  • Straightforward benchmarking against general awareness metrics

Where it falls short

  • No adaptive AI interview to dig into open-ended reasoning
  • No MaxDiff-style trade-off exercise for vendor-choice drivers
  • No transparent prompt-level methodology since it isn't AI-driven

SurveySparrow

Brand Perception Survey Template

A conversational-style survey template focused on brand perception, using SurveySparrow's chat-like UI to improve completion rates. It's still a fixed, static question flow rather than an adaptive interview, and isn't specifically structured for B2B buyer segmentation or named-competitor tracking.

What it does well

  • Conversational chat-style UI that can boost respondent engagement
  • Focused specifically on brand perception rather than generic awareness
  • Simple to launch as a standalone perception tracker

Where it falls short

  • Conversational UI is scripted, not adaptive AI probing based on responses
  • No trade-off/MaxDiff exercise to prioritize purchase drivers
  • No B2B-specific role/firmographic segmentation built into the template

Typeform

Brand Awareness Survey Template

A visually polished, fielding-ready template built on Typeform's one-question-at-a-time format, good for general consumer-facing brand awareness. It offers a pleasant respondent experience but lacks B2B-specific competitive benchmarking, trade-off analysis, or deeper qualitative follow-up.

What it does well

  • Clean, engaging one-question-at-a-time format
  • Easy to brand and customize visually
  • Good for quick top-of-funnel awareness checks

Where it falls short

  • No adaptive AI follow-up to explore respondent reasoning
  • No trade-off methodology for ranking vendor-choice drivers
  • No automated quality scoring or auto-generated analytical report

Ready to launch?

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