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Brand Pulse: Attribute Perception Tracker

Tracks how your brand is perceived on key attributes like trust, quality, and value, and identifies which of those attributes actually drive choice through a best-worst trade-off exercise. An AI follow-up interview digs into the story behind the respondent's lowest-rated attribute. Built for brand and marketing teams running recurring pulse checks.

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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
Message

Thanks for taking a few minutes to share your honest impressions of our brand. This helps us understand where we're strong and where we need work. About 5 minutes.

Q02
Multiple ChoiceRequired

Which of the following brands have you heard of before today, even if you've never used them? (Replace with your brand and competitor set — Template note: keep your brand in the list so awareness can be benchmarked.)

  • (Your Brand)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
Q03
Opinion ScaleRequired

Overall, how favorable is your impression of (Your Brand)?

Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q04
MatrixRequired

How well does (Your Brand) embody each of the following?

6 rows × 5 columns
  • Innovative
  • Trustworthy
  • High quality
  • Good value for money
  • Customer-focused
  • +1 more
Columns: Very poorly · Poorly · Neutral · Well · Very well
Q05
Best–Worst Trade-off (MaxDiff)Required

When choosing a brand in this category, which of these attributes matters most to you, and which matters least?

  • Innovative
  • Trustworthy
  • High quality
  • Good value for money
  • Customer-focused
  • Easy to do business with
Pick best & worst per setBest:Matters mostWorst:Matters least
Q06
Opinion ScaleRequired

How likely are you to recommend (Your Brand) to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q07
Multiple Choice

Which brand do you consider the strongest alternative to (Your Brand)? (Replace with your actual competitor set.)

  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
  • I don't have an alternative in mind
Q08
AI Interview

Identify the attribute the respondent rated lowest in the attribute grid and probe the specific experience, story, or belief behind that rating — ask for a concrete example if they can recall one. Then explore whether that low rating has ever affected an actual purchase decision or recommendation, not just their opinion. If every attribute was rated similarly high or low, ask what would need to change for their overall favorability to shift a full point.

Q09
Message

Just a couple of quick optional questions to help us understand the group of people responding.

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

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q12
Message

That's everything — thank you! Your responses feed directly into our brand tracking report and help shape where we invest to improve perception.

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

  • Includes a best-worst (max-diff) trade-off exercise so you learn which attributes actually drive choice, not just how they're rated
  • An AI follow-up interview automatically identifies each respondent's lowest-rated attribute and probes the story behind it — no manual follow-up needed
  • Combines a full attribute matrix (trust, quality, value) with favorability and recommend-likelihood scores to give a rounded perception snapshot
  • Adds brand awareness and 'strongest alternative' competitive questions plus optional demographics, feeding into auto-generated reports for recurring pulse tracking

SurveyMonkey

Brand Pulse Survey: Attributes Template

A ready-to-field template covering brand attribute perception, similar in concept to ours but built on a traditional static survey engine. Good if you just need standard rating questions without deeper qualitative follow-up. Backed by SurveyMonkey's broad distribution and benchmarking tools.

What it does well

  • Established platform with large respondent panel and distribution options
  • Quick to deploy with pre-built attribute rating questions
  • Likely offers benchmark/normative data across industries

Where it falls short

  • No adaptive AI interviewing to probe why an attribute was rated poorly — responses stay at the rating level
  • No apparent best-worst/trade-off exercise to isolate which attributes actually drive choice
  • No transparent prompt methodology or automated quality scoring of open-ended responses

Jotform

Brand Perception Survey Form Template

A generic, highly customizable form template for capturing brand perception data rather than a purpose-built attribute-driver tracker. Strong for quick form building and integrations, but the structure is a static questionnaire. Best suited to teams wanting flexible form design over research rigor.

What it does well

  • Drag-and-drop form builder with broad customization
  • Wide integration ecosystem for routing responses
  • Fast to set up for basic perception questions

Where it falls short

  • No adaptive AI follow-up interviewing — all questions are fixed, not respondent-specific
  • No trade-off/max-diff mechanism to identify which attributes drive choice
  • No automated per-response quality scoring or transparent AI methodology

SurveySparrow

Brand Perception Survey Template

A conversational-style brand perception template that presents questions in a chat-like flow, which improves completion experience over plain forms. It covers standard perception metrics but relies on scripted branching rather than true adaptive interviewing. Good fit for teams prioritizing UX over deep qualitative probing.

What it does well

  • Conversational, chat-like interface that can boost completion rates
  • Pre-built brand perception question set
  • Reporting dashboards for tracking responses over time

Where it falls short

  • Branching is rule-based, not adaptive AI follow-up tied to each respondent's lowest-rated attribute
  • No built-in best-worst trade-off exercise to identify attribute importance
  • No disclosed prompt-level methodology or automated response quality scoring

Typeform

Brand Perception Survey Template

A polished, conversational survey template well-suited for embedding on websites or sharing directly, with Typeform's signature one-question-at-a-time design. It captures general brand perception metrics but is a static instrument without adaptive qualitative probing. Works well for lightweight brand checks rather than in-depth driver analysis.

What it does well

  • Clean, conversational one-question-at-a-time UI
  • Easy embedding and sharing across channels
  • Simple logic jumps for basic branching

Where it falls short

  • No adaptive AI interview to explore the reasoning behind a respondent's lowest attribute rating
  • No max-diff or trade-off question type to determine which attributes actually drive choice
  • No automated report generation tied to attribute-driver analysis or quality scoring

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