What is the brand awareness survey form template?
Brand awareness is hard to see in your own analytics. Website traffic tells you about people who already found you; it says nothing about the people who would never think to look. A short survey of your target market measures recall directly — and, run again after a campaign, shows whether it moved.
This template follows the standard order researchers use. People first list the brands that come to mind for your category, before seeing any names, so their unaided recall isn't prompted. Only then do they tick the brands they recognise from a list of yours and your competitors', and the ones they've used in the last year.
Respondents who know your brand say where they came across it, choose up to three words that describe it, give an overall impression and say how likely they'd be to consider you. Everyone answers which brand they'd choose first, what matters most when choosing, and whether they remember your advertising. Each response is saved as a PDF in VergeHR Files.
- Best for
- Marketing teams, founders, agencies and brand managers
- Filled in by
- People in your target market, anonymously
- Time to complete
- About 3 minutes
- Includes
- Unaided and aided recall, usage, sources, brand words, impression, consideration, first choice and ad recall
Who uses a brand awareness survey form?
- A baseline before a launch or a rebrand
- Measuring the effect of a campaign with a before-and-after wave
- Comparing awareness against named competitors
- Testing awareness in a new region or audience
- Showing a client or board how the brand is perceived
- Finding which channels people actually remember you from
Questions On This brand awareness survey Form
15 questions over 4 pages · includes conditional questions, multiple pages, ratings.
1 About you
- Age group* Under 18 · 18–24 · 25–34 · 35–44 · 45–54 · 55–64 · 65 or over · Prefer not to say
- Where do you live? (city or region)
- How often do you buy products or services in this category?* Weekly or more · Monthly · A few times a year · Once a year or less · Never
2 Brands you know
- When you think of this category, which brands come to mind first?*
- Which of these brands have you heard of?* Our brand · Competitor A · Competitor B · Competitor C · Competitor D · None of these
- Which have you bought or used in the last 12 months? Our brand · Competitor A · Competitor B · Competitor C · Competitor D · None of these
- Where have you seen or heard of Our brand? asked only when it applies Social media · Search results · TV or streaming ads · Radio or podcasts · Billboards or outdoor ads · In a store · Recommended by someone · News or articles · Online reviews
3 Your impressions
- If you were buying today, which brand would you choose first?* Our brand · Competitor A · Competitor B · Competitor C · Competitor D · Another brand · No preference
- Which words describe Our brand? (up to 3) asked only when it applies Trustworthy · Good value · Premium · Innovative · Friendly · Reliable · Old-fashioned · Expensive · Hard to tell apart from others
- Your overall impression of Our brand* asked only when it applies Very positive · Somewhat positive · Neutral · Somewhat negative · Very negative · No opinion
- How likely are you to consider Our brand next time you buy?* asked only when it applies
4 Finally
- What matters most when you choose a brand in this category? (up to 3)* Price · Quality · Recommendations from people I know · Convenience · Customer service · Sustainability · Brand reputation · Reviews
- Have you seen any advertising for Our brand in the last month?
- What do you remember about it? asked only when it applies
- Anything else you'd like to add?
The brand awareness survey form, page by page
1 About you
'Age group' and 'Where do you live?' help you compare segments. 'How often do you buy products or services in this category?' is required, and its help text reminds you to name your own market.
2 Brands you know
The page asks people to answer without looking anything up. 'When you think of this category, which brands come to mind first?' is open and required, and comes before any names are shown. 'Which of these brands have you heard of?' lists Our brand and Competitor A to D, plus None of these; 'Which have you bought or used in the last 12 months?' uses the same list. Ticking Our brand reveals 'Where have you seen or heard of Our brand?' with options from social media and search results to recommendations, news and reviews.
3 Your impressions
Everyone answers 'If you were buying today, which brand would you choose first?'. People aware of you then pick up to three words from a list including trustworthy, good value, premium, innovative and old-fashioned, give an overall impression from very positive to very negative, and rate on a 0–10 scale how likely they are to consider you next time.
4 Finally
'What matters most when you choose a brand in this category?' takes up to three answers — price, quality, recommendations, convenience, service, sustainability, reputation, reviews. A yes/no on seeing your advertising in the last month opens 'What do you remember about it?', and a final box takes any other comments.
Make the Template Yours
- Replace Our brand and Competitor A to D with real names in every list, keeping the values the same
- Name your category in the buying-frequency and recall questions
- Edit the brand words to the qualities your positioning depends on
- Add or remove channels in the 'seen or heard' list to match where you advertise
- Duplicate the form for each survey wave so results stay separate
- Set a response cap once you have enough answers for each segment
Tips for a Better brand awareness survey Form
- Never show brand names before the unaided question — it's the most valuable answer in the survey
- Survey people in your market, not your own customers, or awareness will look far too high
- Use the same wording in every wave so changes are real
- Code the unaided answers by hand: spelling varies a lot
- Look at consideration among people who know you; awareness without consideration is a messaging problem
- Mention in the cover text that there are no right or wrong answers
Every Response Becomes a PDF In Files
Each response is saved as a PDF titled with the date in the Files folder you choose. No copy is sent to respondents, as the survey is anonymous.
In the Responses tab you can read the unaided answers together and export everything to CSV to count recall, aided awareness and consideration by age group or region.
- Start from this template. It opens in the VergeHR Forms designer — change any question, add pages, set the rules for when questions appear.
- Share it. Turn on a public link, or send it to people by email, each with their own link. They don’t need a VergeHR login.
- Get the answers as PDFs. Each response is saved as a PDF in the Files folder you choose — and listed in a Responses table, with any uploaded files, that you can export to CSV.
Brand awareness survey form: frequently asked questions
Is this brand awareness survey template free?
Yes. It's a starter template in the VergeHR Forms app, available on every plan, and fully editable.
What's the difference between unaided and aided awareness?
Unaided awareness is the brands people name on their own; aided awareness is the brands they recognise from a list. The template asks the unaided question first, so the list doesn't prompt them.
Does the form shuffle the brand list?
No, options appear in the order you set. You can make a second copy with a different order and split your audience between the two links.
Where do I find respondents?
Share the link with your target audience — a research panel, a partner's newsletter or social channels. VergeHR doesn't supply respondents.
Is it anonymous?
Yes. It asks for age group and region only, and identity collection is switched off.
Do respondents need an account?
No. They just open the link.