Skip to content
SurveyHood
Sign up
Brand awareness & tracking

Brand perception survey template

What people associate with your brand, how it compares with alternatives, and where perception and reality differ.

5 questions · about 4 minutes to complete · free on every plan

More market research templates

Free account required. The template is copied into your workspace; edit anything before publishing.

When to use it
Before a repositioning or campaign, and six months after.
Who it is for
People aware of your brand, customers and non-customers.

How to use this template

  1. Ask unaided awareness before showing any brand names.
  2. Run the same questions every quarter; the trend matters more than the level.
  3. Randomise the brand list in aided questions.

Questions in the brand perception survey template

  1. 1. How familiar are you with [our brand]?

    single choice · Very familiar, Somewhat familiar, Heard the name only, Never heard of it

  2. 2. Which of these words describe [our brand]?

    multi choice · High quality, Good value, Innovative, Trustworthy, For people like me, Old-fashioned, Expensive, Confusing, None of these

  3. 3. Compared with other brands in the category, [our brand] is…

    matrix · Quality, Price, Customer service, Innovation

  4. 4. In one sentence, what does [our brand] stand for?

    open text

  5. 5. Where did you last see or hear about [our brand]?

    single choice · Social media, Search, TV or radio, In a store, A friend, News or press, Do not remember

What the results look like

IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.

1.How familiar are you with [our brand]?

120 answered
Answer distribution
AnswerCountPercent
Very familiar2924%
Somewhat familiar3731%
Heard the name only2218%
Never heard of it3227%

2.Which of these words describe [our brand]?

114 answered
Answer distribution
AnswerCountPercent
High quality4842%
Good value6658%
Innovative6355%
Trustworthy7162%
For people like me7263%
Old-fashioned4136%
Expensive7566%
Confusing3228%
None of these00%

3.Compared with other brands in the category, [our brand] is…

120 answered
StatementMuch worseWorseAbout the sameBetterMuch bettern
Quality8%8%19%20%45%120
Price8%15%17%20%40%120
Customer service8%12%16%28%38%120
Innovation6%14%23%24%33%120

4.Where did you last see or hear about [our brand]?

120 answered
Answer distribution
AnswerCountPercent
Social media119%
Search2319%
TV or radio3731%
In a store1815%
A friend1210%
News or press119%
Do not remember87%

How to read these questions

  • single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.
  • multi choice: Percentages add up to more than 100% because people can pick several. Compare options by share of respondents, not share of picks.
  • matrix: Compare rows on the same column (for example, % agree) to find the weakest statement, then look at who rates it lowest.

Frequently asked questions

What is the difference between aided and unaided awareness?

Unaided awareness asks respondents to name brands from memory; aided awareness shows a list and asks which they recognise. Unaided is the stronger measure.

How long does the brand perception survey take to complete?

About 4 minutes: 5 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.

Is this template free to use?

Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.

Related templates