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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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Brand Awareness, Attitudes & Usage (AAU) Tracker
Thanks for taking a few minutes to share your experience with brands in this category! Your responses are completely confidential and anonymized. There are no right or wrong answers — we just want your honest, top-of-mind reactions. This will take about 5-6 minutes.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q01
Short TextRequired
When you think of products in this category, what brands come to mind? List as many as you can think of.
Q02
Multiple ChoiceRequired
Which of the following brands have you heard of before today, even if you've never used them?
- Our brand
- A large national brand
- A store's own brand (private label)
- A premium specialty brand
- A budget or value brand
Q03
Multiple ChoiceRequired
Which of these brands would you consider for your next purchase in this category?
- Our brand
- A large national brand
- A store's own brand (private label)
- A premium specialty brand
- A budget or value brand
Q04
Multiple ChoiceRequired
Which brand did you actually purchase or use most recently in this category?
- Our brand
- A large national brand
- A store's own brand (private label)
- A premium specialty brand
- A budget or value brand
Q05
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
Q06
MatrixRequired
Thinking specifically about our brand, 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
Q07
Rating ScaleRequired
Overall, how satisfied are you with our brand?
Range: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q08
Opinion ScaleRequired
How likely are you to recommend our brand to a friend or colleague?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q09
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
Q10
AI Interview
Probe the reasoning behind the respondent's consideration set and most recent purchase: ask why they would or wouldn't consider our brand, 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.
Q11
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
Q12
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
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 TemplateThis 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 TemplateA 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 TemplateA 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 TemplateSurveySparrow 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
Frequently asked questions
What questions are in the “Brand Awareness, Attitudes & Usage (AAU) Tracker” template?
The template includes 12 ready-to-use questions, starting with: “When you think of products in this category, what brands come to mind? List as many as you can think of.” · “Which of the following brands have you heard of before today, even if you've never used them?” · “Which of these brands would you consider for your next purchase in this category?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 12 questions in about 7 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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