Q01
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Brand Awareness & Aided/Unaided Recall Survey
Measures top-of-mind recall, aided brand awareness, brand associations, and purchase consideration to benchmark a target brand against competitors. Suitable for market researchers tracking awareness across channels and audiences.
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Brand Awareness & Aided/Unaided Recall Survey
Welcome! This short survey (approximately 10 minutes) asks about your awareness of and opinions about brands in a product or service category. Your participation is voluntary, and you may stop at any time. There are no right or wrong answers — we are simply interested in your honest opinions. All responses are confidential and will be reported in aggregate only.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
22 questions · ~10 min
Q02
Opinion Scale
How familiar are you with this product or service category?
Scale: 1 – 7
Min:Not at all familiarMax:Extremely familiar
Q03
Multiple Choice
In the last 30 days, where have you seen or heard about this category? Select all that apply.
- TV or streaming TV
- Online video (e.g., YouTube, TikTok)
- Social media posts or ads
- Search engine results
- Retail store or aisle
- Billboards or transit ads
- Radio or podcasts
- Friends or family (word of mouth)
- Email or SMS from a brand
- Other
- I haven't seen or heard anything in the last 30 days
Q04
Long Text
When you think of this product or service category, what is the very first brand that comes to mind?
Q05
Long Text
What other brands in this category come to mind? Please list up to five, separated by commas. You may leave this blank if none come to mind.
Q06
Long Text
Briefly, why did that brand come to mind first?
Q07
Multiple Choice
Which of the following brands in this category have you heard of? Select all that apply.
- Brand Alpha
- Brand Beta
- Brand Gamma
- Brand Delta
- Brand Epsilon
- Brand Zeta
- None of the above
Q08
Multiple Choice
Which of these brands have you seen advertising for in the last 30 days? Select all that apply.
- Brand Alpha
- Brand Beta
- Brand Gamma
- Brand Delta
- Brand Epsilon
- Brand Zeta
- None of the above
Q09
Long Text
What words or short phrases do you associate with the first brand you named? Please list up to five, separated by commas.
Q10
Multiple Choice
Thinking about the first brand you named, which of the following describe it well? Select all that apply.
- High quality
- Good value for money
- Innovative
- Trustworthy
- Widely available
- Stylish or appealing design
- Environmentally responsible
- For people like me
- None of these
Q11
Multiple Choice
Which of the following most influenced the first brand coming to mind? Please select up to three.
- I buy it often
- I saw an ad recently
- Friends or family mentioned it
- Store display or shelf presence
- A deal or discount
- Social media content
- Its packaging or design
Q12
Opinion Scale
How likely are you to consider the first brand you named for a purchase in this category within the next 30 days?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q13
Opinion Scale
How confident are you that the first brand you named would meet your needs in this category?
Scale: 1 – 7
Min:Not at all confidentMax:Extremely confident
Q14
AI Interview
We'd like to explore your brand perceptions a bit more. An AI moderator will ask you a couple of follow-up questions about the brands and associations you mentioned.
Q15
Long Text
Based on your responses in this survey, is there anything else you would like to share about your experiences with this category or these brands?
Q16
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q17
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q18
Dropdown
Which region do you currently live in?
- Africa
- Asia
- Europe
- Middle East
- North America
- Oceania
- South America
Q19
Multiple Choice
What is the highest level of education you have completed?
- Less than high school
- High school or equivalent
- Some college, no degree
- Associate degree
- Bachelor's degree
- Postgraduate degree
- Other
Q20
Multiple Choice
What is your current employment status?
- Full-time
- Part-time
- Self-employed
- Student
- Homemaker or caregiver
- Retired
- Unemployed
- Prefer not to say
Q21
Dropdown
What is your approximate annual household income before tax? Please select the closest band in your local currency.
- Less than 25,000
- 25,000–49,999
- 50,000–74,999
- 75,000–99,999
- 100,000–149,999
- 150,000 or more
- Prefer not to say
Q22
Message
Thank you for completing this survey — your responses have been recorded and will help us understand brand awareness in this category. You may now close this window.
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 static recall questions with an AI follow-up interview that probes deeper into the brand perceptions respondents just described, instead of stopping at a fixed list of items.
- Captures the full recall funnel in one flow — top-of-mind (unaided) recall, aided brand awareness, ad recall by channel, brand associations, and purchase consideration/confidence — with open-text and scaled questions paired together.
- Asks respondents directly why a brand came to mind first and what influenced that recall, giving qualitative context that pure multiple-choice awareness trackers can't surface.
- Includes standard demographic breaks (age, gender, region, education, employment, income) so awareness and recall results can be segmented, plus a closing open-text catch-all for anything the survey missed.
SurveySparrow
Brand Awareness Survey TemplateA ready-to-use brand awareness template built on SurveySparrow's conversational form format, which presents questions one at a time in a chat-like flow. It covers standard awareness question types but is a static template rather than an adaptive interview. Good starting point for researchers wanting a quick, editable questionnaire.
What it does well
- Conversational one-question-at-a-time UI
- Quick to customize and deploy
- Fits general marketing survey use cases
Where it falls short
- No adaptive AI follow-up probing — the conversational format is scripted, not dynamically generated
- No voice AI interview option
- No automated per-response quality scoring
Jotform
Brand Awareness Survey Form TemplateA downloadable/embeddable form template on Jotform's form-builder platform, geared toward quick data collection with drag-and-drop editing. It's a static form rather than an interview experience, so all questions are fixed at build time. Useful for simple, low-cost brand awareness data collection.
What it does well
- Highly customizable drag-and-drop form builder
- Wide range of integrations typical of Jotform
- Easy to embed on websites or share as a link
Where it falls short
- No adaptive or AI-moderated follow-up questions
- No voice AI interview capability
- No transparent prompt/methodology documentation or automated quality scoring of responses
SurveyMonkey
Brand Awareness Questionnaire TemplateSurveyMonkey's brand awareness questionnaire is a well-established static template aimed at market researchers, with built-in analytics and benchmarking tools on their platform. It's a fixed-question survey design, not an adaptive interview, though SurveyMonkey does offer its own reporting dashboards. Solid choice for teams already using SurveyMonkey's panel or analysis tools.
What it does well
- Established, well-known survey platform with analytics dashboard
- Template is purpose-built for brand awareness research
- Can pair with SurveyMonkey's audience panel for distribution
Where it falls short
- No adaptive AI-driven follow-up interviewing
- No voice AI interview option
- No published prompt-level transparency or per-response quality scoring
Typeform
Brand Awareness Survey TemplateTypeform's brand awareness template uses its signature clean, one-question-per-screen design to improve completion rates. Like the others, it's a fixed-flow template rather than a dynamic interview, so follow-up depth depends entirely on pre-written branching logic. Strong choice for researchers prioritizing visual polish and completion rate.
What it does well
- Polished, high-completion-rate question flow design
- Simple logic-based branching available
- Good visual/brand customization options
Where it falls short
- No AI-generated adaptive follow-up questions — branching is pre-set, not dynamically probed
- No voice AI interview mode
- No automated quality scoring of open-text responses or transparent prompt methodology
Frequently asked questions
What questions are in the “Brand Awareness & Aided/Unaided Recall Survey” template?
The template includes 22 ready-to-use questions, starting with: “Welcome! This short survey (approximately 10 minutes) asks about your awareness of and opinions about brands in a produc…” · “How familiar are you with this product or service category?” · “In the last 30 days, where have you seen or heard about this category? Select all that apply.”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 22 questions in about 10 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
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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