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All templatesMarketing & Growth
Brand Power Score: Awareness, Consideration & Loyalty Tracker
Measures the core drivers of brand strength — unaided and aided awareness, familiarity, consideration, attribute perceptions, and likelihood to recommend — benchmarked against named competitors. An AI follow-up interview probes why respondents rate the brand as they do, surfacing the perceptions behind the numbers for marketing and brand teams running health trackers.
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Brand Power Score: Awareness, Consideration & Loyalty Tracker
Thanks for sharing your thoughts on the brands in this space! Your responses are completely confidential and anonymized. This takes about 5 minutes and helps us understand how people really see our brand.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
11 questions · ~7 min
Q01
Short TextRequired
When you think of this kind of product, what is the first brand that comes to mind?
Q02
Multiple ChoiceRequired
Which of these brands have you heard of, even if you've never used them?
- Our brand
- A large national brand
- A store's own brand
- A smaller specialist brand
Q03
Opinion ScaleRequired
How familiar are you with our brand?
Scale: 1 – 5
Min:Never heard of itMax:Know it very well
Q04
Opinion ScaleRequired
If you needed this kind of product today, how likely would you be to consider our brand?
Scale: 1 – 7
Min:Would not considerMax:Would definitely consider
Q05
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
Q06
MatrixRequired
How well does each phrase describe each brand?
5 rows × 3 columns
- Innovative
- Trustworthy
- High quality
- Good value for money
- Relevant to people like me
Columns: Our brand · A large national brand · A store's own brand
Q07
Point AllocationRequired
Imagine you had to choose one of these brands right now. Split 100 points across them based on how likely you'd be to pick each one.
- Our brand
- A large national brand
- A store's own brand
- A smaller specialist brand
- None of these
Allocate 100 points
Q08
Multiple ChoiceRequired
In the last 30 days, how many times have you purchased or used our brand?
- Never
- Once
- 2-3 times
- 4 or more times
Q09
AI Interview
Probe the reasoning behind the respondent's recommendation likelihood and their point allocation across brands: what specifically makes the brand feel more or less trustworthy, innovative, or worth choosing compared to the named competitors. If they gave the brand a low recommendation score or allocated it few points, dig into the specific experience, perception, or comparison that's holding them back, and ask what would need to change to move them.
Q10
Multiple Choice
Which age range do you fall into?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q11
Multiple Choice
Which gender do you identify with?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Message
That's everything — thank you! Your answers feed directly into our brand health tracker and help guide where we invest in awareness and product experience next.
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 awareness (open text plus a multi-brand recognition checklist) with familiarity, consideration, and recommendation scales in one flow
- Includes a matrix question for attribute perceptions and a constant-sum exercise forcing respondents to split preference points across competitor brands, giving richer trade-off data than single-scale questions
- An AI follow-up interview specifically probes the reasoning behind a respondent's recommendation likelihood and brand perceptions, surfacing the 'why' that static scales can't capture
- Captures recent purchase/usage frequency and demographics, then auto-compiles everything into a brand health report for marketing teams, without a researcher manually coding open-ends
SurveyMonkey
Brand Power Score Survey TemplateThis is a directly comparable, ready-to-field template covering similar brand-tracking metrics (awareness, consideration, etc.). It benefits from SurveyMonkey's mature distribution and analytics tools, but questions are fixed once launched. There's no mechanism to dynamically probe an individual respondent's open-ended reasoning.
What it does well
- Purpose-built brand tracking template with a similar metric set to ours
- Backed by SurveyMonkey's established panel and distribution options
- Established survey logic and reporting dashboards
Where it falls short
- Static question set with no adaptive AI follow-up to probe individual reasoning
- No voice-based interview option
- No published prompt-level methodology since there's no AI interviewing component
Jotform
Brand Awareness Survey Form TemplateA customizable, fielding-ready form focused on brand awareness rather than the fuller brand-power funnel (consideration, loyalty, competitive benchmarking). Jotform's strength is its drag-and-drop form builder and integrations, but it functions as a standard form rather than an interview experience.
What it does well
- Easy drag-and-drop customization of questions and branding
- Wide integration ecosystem typical of Jotform forms
- Quick to deploy for basic awareness measurement
Where it falls short
- No adaptive AI follow-up questioning — respondents answer fixed fields only
- No automated per-response quality scoring
- No voice AI interview capability
SurveySparrow
Brand Awareness Survey TemplateSurveySparrow presents its survey in a conversational, chat-like interface, which makes it feel more engaging than a plain form. However, the conversational style is a fixed UI pattern, not a true adaptive interview that reasons about each answer and generates new follow-up questions.
What it does well
- Conversational, one-question-at-a-time UI that can improve completion rates
- Mobile-friendly chat-style presentation
- Template covers core brand awareness questions out of the box
Where it falls short
- Conversational UI is scripted, not an AI system generating dynamic follow-ups based on responses
- No voice interview mode
- No transparent, inspectable prompt logic since there's no AI interviewing involved
Typeform
Brand Awareness Survey TemplateTypeform offers a polished, one-question-at-a-time template well-suited to basic brand awareness capture, with simple conditional logic. It doesn't extend into consideration, loyalty, or competitive benchmarking depth, and it lacks any AI-driven follow-up capability.
What it does well
- Clean, well-designed respondent experience with strong completion rates
- Basic conditional logic for branching between questions
- Simple to customize for quick awareness studies
Where it falls short
- No adaptive AI interview to explore the reasoning behind ratings
- No automated quality scoring of responses
- No voice AI interview option
Frequently asked questions
What questions are in the “Brand Power Score: Awareness, Consideration & Loyalty Tracker” template?
The template includes 11 ready-to-use questions, starting with: “When you think of this kind of product, what is the first brand that comes to mind?” · “Which of these brands have you heard of, even if you've never used them?” · “How familiar are you with our brand?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 11 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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