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Brand Pulse: Awareness-to-Loyalty Funnel Tracker
Tracks the full brand funnel — unaided and aided awareness, consideration, trial, usage, and recommendation — benchmarked against named competitors. An AI follow-up interview digs into where respondents actually drop out of the funnel and why, going beyond the numbers to the specific moment consideration stalled. Built for brand and marketing teams running quarterly brand health trackers.
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Brand Pulse: Awareness-to-Loyalty Funnel Tracker
Hi! We're checking in on how people think about brands in this category — no wrong answers, just your honest first reactions. Your responses are completely confidential and anonymized. This takes about 5 minutes.
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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 brands in this category, what is the first one that comes to mind?
Q02
Multiple ChoiceRequired
Which of these brands have you heard of, even if you've never used them? Select all that apply.
- Our brand
- A large national brand
- A store's own brand
- A small or local brand
- An online-only brand
Q03
Multiple ChoiceRequired
Which of these brands would you seriously consider the next time you're shopping in this category? Select all that apply.
- Our brand
- A large national brand
- A store's own brand
- A small or local brand
- An online-only brand
Q04
Multiple ChoiceRequired
Which best describes your history with our brand?
- I currently use it
- I've used it in the past but not currently
- I've never used it but am aware of it
- I've never heard of it before now
Q05
Opinion ScaleRequired
How familiar are you with what our brand offers and stands for?
Scale: 1 – 5
Min:Not familiar at allMax:Extremely familiar
Q06
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
Q07
Matrix
How well does each statement describe our brand compared to the other brands you know in this category?
5 rows × 5 columns
- Is high quality
- Is worth the price
- Is for people like me
- Is innovative
- Is trustworthy
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q08
Ranking
Rank these brands from the one you'd choose first to the one you'd choose last, based on the brands you're aware of.
- Our brand
- A large national brand
- A store's own brand
- An online-only brand
Drag to rank
Q09
AI Interview
Identify the exact stage where this respondent's relationship with our brand stalled — aware but never considered, considered but never tried, tried but stopped, or currently using but lukewarm on recommending it. Ask them to describe the specific moment or reason behind that stall in their own words, anchoring on any competitor they mentioned choosing instead. If they are a current happy user, probe what would make them recommend more enthusiastically rather than just accepting a high score at face value.
Q10
Multiple Choice
Which age range do you fall into?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65+
- Prefer not to say
Q11
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Message
Thanks so much for sharing your honest impressions! Your answers feed directly into our brand funnel report, helping the team see exactly where people drop off and why.
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 complete funnel in one instrument — unaided and aided awareness, consideration, trial, usage, and recommendation — benchmarked against named competitors via multiple-choice and ranking questions.
- Goes beyond static metrics with an AI follow-up interview that identifies the exact stage where a respondent's relationship with the brand stalled and probes why, turning drop-off numbers into specific moments and reasons.
- Includes a comparative matrix rating your brand against competitors on key perception statements, plus a forced-choice ranking to reveal true preference order, not just top-of-mind recall.
- Built specifically for quarterly brand health tracking by marketing teams, with demographic questions included for segmentation and an automated report generated from responses.
SurveyMonkey
Brand Pulse Survey: Brand Funnel TemplateA directly comparable, fielding-ready brand funnel template covering awareness through loyalty. It benefits from SurveyMonkey's established distribution panels and reporting dashboards, but it is a static question set with no mechanism to dig into why a respondent stalled at a given funnel stage.
What it does well
- Ready-to-field template with an established survey platform behind it
- Likely includes standard funnel metrics (awareness, consideration, usage) with benchmark-style reporting
- Backed by broad respondent panel access for distribution
Where it falls short
- Static questionnaire — no adaptive follow-up probing to uncover the specific moment or reason a respondent dropped out of the funnel
- No transparent, published prompt/methodology for how deeper insights would be derived, since there is no AI interview layer
- No voice-based or guided interview option for richer qualitative depth
QuestionPro
Brand mindset IQ survey questions + sample questionnaire templateThis is more of a sample questionnaire and guide to brand mindset/perception questions than a polished, ready-to-deploy funnel tracker. It's useful as a question-bank reference for brand awareness and mindset metrics, but it reads as illustrative content rather than a turnkey fielding template.
What it does well
- Provides a broad question bank covering brand mindset and perception topics
- Useful as reference material for constructing brand-related questionnaires
- Backed by QuestionPro's survey platform for deployment once questions are adapted
Where it falls short
- Presented as sample questions/guide rather than a ready-to-field funnel tracker with built-in competitor benchmarking
- No adaptive AI follow-up interview to explore why consideration or trial stalled for a given respondent
- No automated per-response quality scoring or auto-generated funnel report
Frequently asked questions
What questions are in the “Brand Pulse: Awareness-to-Loyalty Funnel Tracker” template?
The template includes 11 ready-to-use questions, starting with: “When you think of brands in this category, what is the first one that comes to mind?” · “Which of these brands have you heard of, even if you've never used them? Select all that apply.” · “Which of these brands would you seriously consider the next time you're shopping in 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 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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