PaneliaTools

Brand awareness survey questions

Awareness is measured in a precise order, and that order is the whole method: first unaided awareness (“which brands of X can you name?” as an open question), only then aided awareness (“which of these brands do you know?”). Reversing the two contaminates the answers for good — once your brand is on screen, there is no way to know whether the respondent would have named it unprompted.

The generator respects that sequence: category screening, an open unaided-awareness question, aided awareness as multiple choice, image scales on your key attributes, and an ad attribution question if you are testing a campaign. Repeat the same survey at regular intervals: the trend, more than the absolute level, is what steers brand investment.

Describe the goal of your survey

10 to 400 characters. The more precise the goal, the more relevant the questions.146/400

Language and culture of the generated survey — independent from the interface language.

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Frequently asked questions

What is the difference between unaided and aided awareness?
Unaided is measured with an open question, no brands shown: respondents name what comes to mind. Aided shows a list they tick. Unaided must ALWAYS come before aided in the questionnaire, or it is biased.
How do I measure brand image in the same survey?
After the awareness questions, present attribute statements (“innovative brand”, “good value for money”) as Likert scales, asked only of those who know the brand. Compare your image profile against one or two competitors.
How often should awareness be measured?
Two to four waves per year with a strictly identical questionnaire — every wording change breaks comparability. Validate the first wave on a Panelia simulated panel before freezing the questionnaire for the year.

Other survey types