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Brand Survey Questions

Sample brand survey questions for learning about the brand experience (awareness, familiarity, loyalty, etc.); free template easy to use with your survey tool.

Note: This example is meant as a starting point that you can then customize to your situation. The questions are not exactly as a respondent would see them; they are instead formatted in such a way that they can easily be copied and pasted into an online survey tool (such as SurveyMonkey), so please feel free to do so!

[Text in brackets are your instructions for setting up the survey and should not to appear in the survey]

[Brand Awareness and Familiarity]

1. What brands or companies come to mind when you think about [insert product category]? (Please list up to 7)
1. [Text Box]
2. [Text Box]
3. [Text Box]
4. [Text Box]
5. [Text Box]
6. [Text Box]
7. [Text Box]

[Page Break]

2. What is your level of familiarity and involvement with each of the brands or companies listed below?
[Matrix Question, One Answer per Row]

[Column Choices]
Never heard of [Far Left]
Have heard the name, but know nothing about them
Know something about them, but never used their products
Have used their products, but not in the last 12 months
Have used their products in the last 12 months [Far Right]

[Row Choices, Randomize Order]
[List Brands and Companies Here]

[Brand Perceptions]

3. Please rate how well [insert your brand name] performs in each area below.
[Matrix Question, One Answer per Row]

[Column Choices]
0 – Extremely Poor [Far Left]
1
2
3
4
5
6
7
8
9
10 – Extremely Well
Not Able to Rate [Far Right]

[Row Choices, Randomize Order]
Ease of use
Value for the price
Reliability
Selection
Customizability
Customer service quality
Innovativeness
Saves you time
Helps you be more successful

4. Please rate how important each area below is to you and your organization.
[Matrix Question, One Answer per Row]

[Column Choices]
0 - Not at all Important [Far Left]
1
2
3
4
5
6
7
8
9
10 – Extremely Important [Far Right]

[Row Choices, Randomize Order]
Ease of use
Value for the price
Reliability
Selection
Customizability
Customer service quality
Innovativeness
Saves you time
Helps you be more successful

[Brand Loyalty and Advocacy]

5. How likely are you to switch to another brand in the next 12 months?
[Display Choices Horizontally]

0 - Not at all Likely [Far Left]
1
2
3
4
5
6
7
8
9
10 – Extremely Likely [Far Right]

6. How likely are you to recommend [insert brand name] to someone else?
[Display Choices Horizontally]

0 - Not at all Likely [Far Left]
1
2
3
4
5
6
7
8
9
10 – Extremely Likely [Far Right]

7. What do you like most about [insert brand name]? (Please list up to 3 things)
1. [Text Box]
2. [Text Box]
3. [Text Box]

8. How could [insert brand name] improve? (Please list up to 3 ways)
1. [Text Box]
2. [Text Box]
3. [Text Box]

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