Q01
Message
All templatesMarket Research
Brand Health Tracker: Awareness, Consideration & Equity
Track brand awareness, consideration, preference, trust, and value with an editable brand health questionnaire. Preview the questions and plan repeat waves.
Set up a brand tracker you can compare over time
Replace the product-category and brand placeholders before fielding. Keep unaided recall ahead of brand lists so respondents name brands before seeing suggestions. Check the final survey order in the editor.
Use the same audience definition, recall periods, question wording, and measurement schedule across waves. Record any changes to recruitment or the competitive set alongside the results.
For example, rising awareness with flat consideration calls for a closer look at perceived quality, value, and trust. Use the AI follow-up to explore the reasons for preference, and check the size and composition of each sample before interpreting a change.
Explore marketing and brand survey templatesSample questions
A preview of what’s in the template. Every question is editable before you launch.
23 questions · ~10 min
Q02
Opinion Scale
Overall, how familiar are you with this product category?
Scale: 1 – 7
Min:Not at all familiarMax:Extremely familiar
Q03
Long Text
Without looking anything up, which brands in this category come to mind first? Please list up to five.
Q04
Multiple Choice
In the past 6 months, have you shopped for products or services in this category?
- Yes, in the past 6 months
- No, not in the past 6 months
- Not sure
Q05
Multiple Choice
Which brands would you seriously consider for your next purchase in this category? Select all that apply.
- Brand A
- Brand B
- Brand C
- Brand D
- Brand E
- Brand F
- None of these
Q06
Opinion Scale
Thinking about your first-choice brand (the one you selected above), please rate your agreement with the following statement: 'This brand offers high-quality products or services.'
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q07
AI Interview
We'd like to learn more about your brand preferences and the reasons behind them. A few short follow-up questions will be asked based on your earlier responses.
Q08
Dropdown
What is your age group?
- Under 18
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65 or older
- Prefer not to say
Q09
Message
Thank you for completing this survey! Your responses have been recorded and will be used to improve our understanding of brands in this category. We appreciate your time and honest feedback.
Q10
Multiple Choice
Which of the following brands have you heard of, even if you have not used them? Select all that apply.
- Brand A
- Brand B
- Brand C
- Brand D
- Brand E
- Brand F
- None of these
Q11
Multiple Choice
Which of the following brands have you personally used in the past 3 months? Select all that apply.
- Brand A
- Brand B
- Brand C
- Brand D
- Brand E
- Brand F
- None of these — I have not used any brand in the past 3 months
Q12
Dropdown
If you had to choose today, which one brand would be your first choice?
- Brand A
- Brand B
- Brand C
- Brand D
- Brand E
- Brand F
- No preference / None of these
Q13
Opinion Scale
Thinking about your first-choice brand: 'This brand offers good value for the price.'
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q14
Long Text
Based on your responses in this survey, is there anything else you would like to share about your experiences or feelings toward brands in this category?
Q15
Multiple Choice
Which of the following best describes your gender?
- Man
- Woman
- Non-binary
- Other (please specify)
- Prefer not to say
Q16
Dropdown
Which one brand did you use most often in the past 3 months?
- Brand A
- Brand B
- Brand C
- Brand D
- Brand E
- Brand F
- I did not use any brand in the past 3 months
Q17
Opinion Scale
How likely are you to purchase from this category in the next 30 days?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q18
Opinion Scale
Thinking about your first-choice brand: 'This brand is one I trust.'
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q19
Dropdown
Which country do you currently live in?
- United States
- United Kingdom
- Canada
- Australia
- Germany
- France
- India
- Brazil
- Japan
- Mexico
- Other (please specify)
- Prefer not to say
Q20
Opinion Scale
Thinking about your first-choice brand: 'This brand is innovative and forward-thinking.'
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q21
Dropdown
What is the highest level of education you have completed?
- Less than high school
- High school or equivalent
- Some college / Associate degree
- Bachelor's degree
- Graduate or professional degree
- Other
- Prefer not to say
Q22
Opinion Scale
How likely are you to recommend your first-choice brand to a friend or colleague?
Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q23
Dropdown
What is your current employment status?
- Employed full-time
- Employed part-time
- Self-employed
- Student
- Homemaker
- Unemployed
- Retired
- Prefer not to say
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
- Covers the full brand funnel in one flow — unaided recall (open-text), aided awareness, category usage, consideration set, and first-choice preference — so you can track brand health longitudinally, not just isolated recognition
- Includes perceptual equity ratings (quality, value, trust, innovation) tied specifically to each respondent's stated first-choice brand, giving diagnostic depth beyond a single awareness score
- Adds an AI follow-up interview that probes the reasoning behind stated brand preferences, surfacing verbatim 'why' insights that fixed-choice questionnaires can't capture
- Closes with an open-text reflection question and standard demographic breakdowns, plus automated report generation and transparent prompt logic for the AI portion
Jotform
Brand Awareness Survey Form TemplateA static, fully customizable form built on Jotform's drag-and-drop form builder rather than a survey-logic platform. Good for quick fielding of basic awareness questions but lacks the branching depth needed for a true tracker. Free tier available, with paid tiers for more responses/features.
What it does well
- Easy visual customization via Jotform's form builder
- Fast to deploy for simple brand-awareness questions
- Free tier for low-volume use
Where it falls short
- Static question set with no adaptive AI follow-up probing
- No automated per-response quality scoring
- No voice AI interview or guided screen-share task options
SurveyMonkey
Brand Awareness Questionnaire TemplateA well-established questionnaire template backed by SurveyMonkey's broader analytics and (optional) audience-panel ecosystem. It's a solid fixed-form starting point for awareness tracking, but it's still a traditional multiple-choice/rating questionnaire rather than a conversational or AI-driven interview.
What it does well
- Mature analytics and cross-tabulation reporting
- Access to SurveyMonkey's audience panel for respondent sourcing
- Long track record as a trusted survey brand
Where it falls short
- No adaptive AI interviewing or voice AI option
- No published prompt-level methodology since there's no AI component
- No built-in automated quality scoring of open responses
SurveySparrow
Brand Awareness Survey TemplateDelivered in SurveySparrow's signature conversational, chat-style survey format, which improves completion rates and mobile feel versus a plain form. However, the conversational style is still pre-scripted branching, not true AI-driven adaptive follow-up questioning.
What it does well
- Conversational, chat-like question flow improves respondent engagement
- Mobile-optimized presentation
- Supports conditional branching logic
Where it falls short
- No genuine AI follow-up interviewing — branching is pre-scripted, not adaptive to open-text content
- No voice AI interview mode
- No automated quality scoring of individual responses
Typeform
Brand Awareness Survey TemplateA polished, well-designed survey template with Typeform's characteristic clean UI and conditional logic jumps. It's a strong static template for straightforward awareness questions but doesn't offer AI-generated follow-up questions or automated response scoring.
What it does well
- Clean, high-conversion visual design
- Logic-jump branching for basic personalization
- Easy embedding and sharing
Where it falls short
- No adaptive AI or voice interview capability
- No automated per-response quality scoring or auto-generated analytical reports
- No transparent AI prompt methodology since no AI is used
Frequently asked questions
How are brand awareness and brand equity different?
Awareness measures whether people recall or recognize a brand. Equity concerns the associations and value they attach to it, including quality, trust, and perceived value. Track both alongside consideration and first-choice preference to understand where people drop out of the brand funnel.
What questions are in the “Brand Health Tracker: Awareness, Consideration & Equity” template?
The template includes 23 ready-to-use questions, starting with: “Welcome to this survey about your experiences and perceptions of brands in [product category]. This survey takes approxi…” · “Overall, how familiar are you with this product category?” · “Without looking anything up, which brands in this category come to mind first? Please list up to five.”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 23 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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