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Brand Health & Competitive Benchmarking Survey
Measures unaided and aided brand awareness, image associations, value perceptions, purchase intent, and NPS against key competitors to benchmark brand health and identify competitive positioning opportunities.
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Brand Health & Competitive Benchmarking Survey
Welcome! This survey asks about your awareness, impressions, and preferences across brands in a specific product category. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers—we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. This survey takes approximately 12 minutes to complete.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
25 questions · ~12 min
Q01
Multiple Choice
In the past 6 months, have you purchased any products in this category?
- Yes
- No
Q02
Dropdown
In the past 6 months, approximately how often have you purchased products in this category?
- Weekly or more
- 2–3 times per month
- About once per month
- Every 2–3 months
- Less often
Q03
Multiple Choice
Which brand did you purchase most recently in this category?
- Our brand
- The leading national brand
- A store brand (private label)
- A premium specialty brand
- Another brand
Q04
Opinion Scale
How satisfied were you with your most recent purchase in this category?
Scale: 1 – 7
Min:Not at all satisfiedMax:Extremely satisfied
Q05
Long Text
When you think of this product category, what is the first brand that comes to mind?
Q06
Multiple Choice
Which of the following brands have you heard of? Please select all that apply.
- Our brand
- The leading national brand
- A store brand (private label)
- A premium specialty brand
- None of these
Q07
Opinion Scale
What is your overall impression of Your brand?
Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q08
Opinion Scale
What is your overall impression of the leading national brand in this category?
Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q09
Opinion Scale
What is your overall impression of store brands (private label) in this category?
Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q10
Opinion Scale
What is your overall impression of premium specialty brands in this category?
Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q11
Multiple Choice
Which of the following words or phrases describe Your brand? Please select all that apply.
- High quality
- Good value
- Innovative
- Trustworthy
- Premium
- Reliable
- Fun
- Eco-friendly
- None of these
Q12
Multiple Choice
Which of the following words or phrases describe the leading national brand in this category? Please select all that apply.
- High quality
- Good value
- Innovative
- Trustworthy
- Premium
- Reliable
- Fun
- Eco-friendly
- None of these
Q13
Opinion Scale
To what extent do you agree or disagree: Your brand offers good value for the price.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q14
Ranking
Please rank the following brands by your overall preference, with 1 being your most preferred.
- Our brand
- The leading national brand
- A store brand (private label)
- A premium specialty brand
Drag to rank
Q15
Multiple Choice
Which brand are you most likely to purchase next in this category?
- Our brand
- The leading national brand
- A store brand (private label)
- A premium specialty brand
- Another brand
- Not sure
Q16
Opinion Scale
How likely are you to recommend Your brand to a friend or colleague?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q17
Opinion Scale
How likely are you to recommend the leading national brand in this category to a friend or colleague?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q18
Long Text
What is the main reason you chose that brand as your next likely purchase?
Q19
Long Text
Based on your responses in this survey, is there anything else you would like to share about your experiences or perceptions of these brands?
Q20
AI Interview
We'd like to understand more about what drives your brand preferences in this category. Please share your thoughts and our AI moderator will ask a few follow-up questions.
Q21
Dropdown
What is your age?
- Under 18
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65 or older
- Prefer not to say
Q22
Multiple Choice
Which best describes your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q23
Dropdown
In which region do you currently reside?
- United States
- Canada
- United Kingdom
- European Union
- Latin America
- Middle East
- Africa
- Asia-Pacific
- Australia/New Zealand
- Other / Prefer not to say
Q24
Dropdown
What is the highest level of education you have completed?
- Some high school or less
- High school graduate
- Some college / Associate degree
- Bachelor's degree
- Postgraduate degree
- Trade / technical certification
- Prefer not to say
Q25
Dropdown
What is your current employment status?
- Employed full time
- Employed part time
- Self-employed
- Student
- Homemaker
- Retired
- Unemployed
- Prefer not to say
Message
Thank you for completing this survey—your feedback is very valuable and will help us better understand brand perceptions 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
- Captures both unaided (open-text top-of-mind) and aided (checklist) brand awareness in the same flow, alongside image-association word-choice questions for your brand and named competitors
- Includes head-to-head value perception, preference ranking, and NPS for your brand versus a top competitor, giving a structured competitive benchmark rather than a single-brand snapshot
- Uses an AI follow-up interview to probe the reasoning behind stated brand preferences and next-purchase intent, going beyond the closed-ended scales with adaptive, respondent-specific questions
- Pairs behavioral screening (recent purchase, frequency, brand purchased) with attitudinal measures so awareness and image data can be read against actual buying behavior
Jotform
Brand Awareness Survey Form TemplateA static, drag-and-drop form template focused on basic brand awareness questions. It's built for quick deployment and customization within Jotform's form builder rather than for structured competitive benchmarking. No image association or NPS-style benchmarking against named competitors is evident.
What it does well
- Easy to customize within a familiar drag-and-drop form builder
- Quick to deploy for simple awareness checks
- Integrates with Jotform's broader form ecosystem (payments, logic, etc.)
Where it falls short
- Static question set with no adaptive AI follow-up to probe individual responses
- No indication of built-in competitive benchmarking structure (aided/unaided awareness vs. named competitors)
- No transparent scoring or automated quality assessment of open-ended answers
SurveyMonkey
Brand Awareness Questionnaire TemplateA methodology-backed questionnaire template from an established survey platform, likely covering standard awareness and perception questions. It's a fixed-question template meant to be launched as-is or lightly edited, not a dynamic interview experience.
What it does well
- Backed by an established survey research platform with broad template library
- Likely includes standard, well-tested awareness question phrasing
- Easy to launch quickly with minimal setup
Where it falls short
- No adaptive AI interviewing—respondents answer the same fixed questions regardless of their answers
- No voice-based interview option for richer qualitative capture
- No automated per-response quality scoring of open-ended feedback
SurveySparrow
Brand Image Questionnaire TemplateA conversational-style questionnaire template focused on brand image and perception, presented one question at a time for a chat-like feel. The conversational UI is scripted rather than adaptive, so it doesn't generate new questions based on prior answers.
What it does well
- Conversational, chat-like question flow that may feel more engaging than a traditional grid
- Focused specifically on brand image/perception measurement
- Likely mobile-friendly given SurveySparrow's conversational form design
Where it falls short
- Conversational UI is pre-scripted, not adaptive AI—no real-time follow-up probing based on what a respondent says
- No voice AI interview capability
- No transparent, publishable prompt/methodology behind the question logic
Typeform
Brand Awareness Survey TemplateA polished, design-forward brand awareness template known for Typeform's one-question-at-a-time interface. It covers standard awareness metrics but is a fixed-form template rather than an interview format that adapts to individual respondents.
What it does well
- Strong design and one-question-at-a-time UX that reduces respondent fatigue
- Well-known template format that's easy to brand and customize visually
- Simple to share and embed across channels
Where it falls short
- No adaptive AI follow-up questions—flow is fixed regardless of respondent answers
- No screen-share or guided task capability for deeper behavioral observation
- No automated quality scoring of individual responses or auto-generated analytical reports
Frequently asked questions
What questions are in the “Brand Health & Competitive Benchmarking Survey” template?
The template includes 25 ready-to-use questions, starting with: “In the past 6 months, have you purchased any products in this category?” · “In the past 6 months, approximately how often have you purchased products in this category?” · “Which brand did you purchase most recently 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 25 questions in about 12 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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