60+ Brand Awareness Survey Questions to Ask Your Customers

Ever wondered what your customers truly think about your brand? How much do they trust you? Where does their loyalty lie? Brand awareness survey questions can uncover these critical insights.

Let’s dive into a simple example. When you hear the word ‘burger,’ what pops into your mind first? It’s likely a brand, logo, or product flashing before you. This phenomenon is known as top-of-mind awareness or simply brand awareness.

Research shows that nearly 69% of customers are likelier to buy from a brand they already know.

This makes understanding and building brand awareness a top priority for any business.

Ready to unlock these powerful insights? Let’s get started!

What Is a Brand Awareness Survey?

A brand awareness survey is designed for measuring how aware your customers are about your brand. In other words, it helps you better understand how your customers perceive and think of your brand. 

It’s a great way to find out how much your target audience knows about your brand’s existence. Apart from that, brand awareness surveys can also help you identify:

• What emotions and feelings your target audience associates with your brand
• How loyal are your customers toward your brand
• How much do they know about the products and services you offer
• If they practice the same values as your brand

But a survey is only as effective as the questions it contains. Specific questions can help you gather reliable data, while an unoptimized brand awareness survey can make things worse for your business.

Looking to gauge your customers’ brand awareness? Use Qualaroo and find out.

60+ Best Brand Awareness Survey Questions

Here are some effective brand awareness survey question examples divided into different sections to make them easier for you to understand. You can build as many questions as you like based on different aspects of brand awareness. 

1. Brand Perception Survey Questions

• Are you familiar with our brand/product?
• How did you discover our brand the first time?
• What comes to your mind when you think of our brand?
• What do you think our brand does?
• How would you describe our brand to someone you know?

• Please rate your last experience with our brand.
• What reviews did you get about our brand from others?
• What came to your mind when you first heard about our brand?
• What was your first impression when you interacted with us?
• Do you feel positively or negatively about our brand?
• Would you consider our products as a solution to any of your problems?

2. Brand Loyalty Survey Questions

• How long have you been a patron of our brand?
• How likely are you to switch to a competitor brand?
• Would you consider sticking to our brand in the future?
• How likely are you to convince others to choose our brand?
• Would you consider using our products more often?

• Do you find our products convenient?
• How likely are you to keep using our products in the near future?
• Would you consider trying our other products and services?
• Would you still be interested in our products after your recent support experience?
• Was our service delivery up to your expectations?
• To what extent do you trust us to solve your problems?
• Was there something that you really liked about our product?
• Do you find us reliable enough to recommend us to others?
• Is there anything we can do to improve our service delivery?
• How would you rate the value of the money we provide?

• Have we been helpful in providing answers to your queries?
• How would you feel if you could no longer use our products/services?

3. Brand Recall Survey Questions

• How well do you remember this product?
• How would you describe this product to a friend?
• What brands come to mind when you think about this product?
• When you face a certain problem, what brands do you think about?
• Can you recall the last time you used this product?

• When was the last time our brand crossed your mind?
• When was the last time you thought about buying from our brand?
• What brands do you think of when you think about our product?

4. Other Brand Awareness Survey Questions

• How likely are you to recommend our brand to your family and friends?

• What values do you associate with our brand?
• How has your outlook on our brand changed over the past few years?
• How favorably do you think of our brand?
• How would you describe our brand in three words?
• What is the first feeling you associate with our brand?
• Please describe your overall impression of our brand.
• What opinions do you have about our brand?
• How often do you hear people talking about our brand?
• How familiar are you with our brand?
• Have you seen or heard about our brand anywhere in the past week?

• What brands do you think of when our brand crosses your mind?
• Are you currently using any of our products?
• Did you have a pleasant experience using our products/services?
• Do you think our brand can help solve some of your problems?
• Have you previously purchased our products?
• Which best describes your last interaction with our brand?
• Can you name one problem that we can help you solve?
• Which brand would you turn to when facing a certain problem?
• Out of all the advertisements you saw recently, which brand stood out to you the most?
• Which traits do you associate with our brand?
• Can you name some of the things that we specialize in?

• When was the last time you saw someone use our products?
• Did you see any advertisements for our brand recently?

Related Read- What Survey Questions Should I Ask?

Why Are Brand Awareness Surveys Important?

Brand awareness surveys are vital because they reveal how well people recognize your brand. This feedback helps you understand if your marketing efforts are working and allows you to adjust your strategy for better brand recognition and ultimately, more business.

Apart from that, brand awareness surveys can also help you achieve the following:

1. Cost Savings

A lot of companies just focus on sales because people often buy their products without focusing on the brand. It’s just the product that matters.
It’s good for generating revenue in the short term, but when you look at the big picture, you’d want to be the go-to choice for people whenever they need a product that you specialize in.
Companies mostly do this by pumping loads of money into ads and other marketing campaigns to improve their brand recall value.
By conducting surveys on brand awareness, you can gauge if your target audience is aware of your brand. If you’re already on top of their mind, you can do away with aggressive marketing to stay on top of search results because your audience will choose you nonetheless.
In fact, digital ad spending worldwide is forecasted to reach $645.8 billion in 2024 from $335.60 billion in 2019.
But that’s not all because some of the biggest companies like MindBody, Salesforce, and Oracle spend almost 20% of their revenue on marketing.

Source

Once you know how many people know and consider buying from your brand, you can allocate appropriate resources to improve brand awareness instead of going too aggressive with your marketing.

Case Study: McDonald’s

McDonald’s claims that improvement in customer perception and overall brand awareness has helped them deliver the best sales results in the past six years.

Delivering customer satisfaction and gauging brand loyalty has been the top priority for McDonald’s. The company regularly conducts brand awareness surveys to understand customers’ attitudes towards the brand.

These brand awareness surveys help McDonald’s identify problem areas and push their brand forward by:

• Improving the overall quality of their products 
• Providing better value to customers 
• Modernizing their restaurants

The result?

McDonald’s makes itself stick in the customers’ minds while significantly reducing the cost of advertising.

Today, McDonald’s operates in over 120 countries and has around 38,000 restaurants globally.

Related Read– Customer Stickiness: How to Measure & Improve It

2. Efficient Marketing Campaigns

Successful marketing isn’t just about targeting the ideal or direct user persona; it’s also about targeting the potential prospects that affect the decision-making of your target customers.

It’s crucial to analyze and distinguish between your users and customers to launch successful marketing campaigns.

The ideal users of your product might not be the ones making the purchase decision.

For example, your target user may be a child who uses your online education platform, but the parents are the ones calling the shots for purchase.

So, an ideal marketing strategy will target both the users (children who’ll study on the platform) and the customers (parents who’ll buy the subscription).

The same goes for targeting different user demographics based on gender, income, profession, etc.

Here’s a real brand example of bringing home our point.

Case Study: Old Spice

To their surprise, a brand survey by Old Spice found that the actual customers responsible for 60% of purchases for their body wash were women.

They launched a marketing campaign with an advertisement starring Isaiah Mustafa, a popular figure, claiming that although other men may not look like him, women can make their partners smell like him.

What’s the purpose of this ad, you wonder?

To turn this demographic into customers by encouraging women to shop for their male partners rather than designing campaigns targeted at the male demographic.

As a result, the company’s sales jumped to 125% higher than the previous year. 

3. Brand Sells Faster Than Product

Let’s go back to the beginning of the article, where we asked what came to your mind upon hearing ‘burger.’  

It could be a Big Mac from McDonald’s or a Whopper from Burger King. You see, you don’t just imagine a burger, but the brand along with it. That’s the power of brand awareness – It sells faster than the products/features.

Consider this: You may create an extensive features list and a plethora of products, but other brands are doing the same. 

Does that mean you can’t stand out from the competition? 

You can! That’s where brand awareness helps.

If your brand image is strong and potential users are aware of it, features, prices, and other elements will come second for customers while making a purchase decision.

Think Xerox. Apple. Microsoft. Adobe.

Let’s look at a great example called “Pepsi Paradox,” which perfectly highlights the power of brand awareness.

Source

In a study, people were blindfolded and made to try Pepsi and Coke. The majority of the participants chose Pepsi. But, when they were asked to choose a drink without the blindfold, they chose Coke. This win was solely owed to the brand image of Coke.

So, what’s the takeaway? Customers purchase the brand first and the product/features second.

Case Study: Inman

Inman, a leading real estate news platform, wanted to increase awareness about the Real Estate Connect conference in San Francisco.

The brand used feedback software Qualaroo’s survey Nudge™  to boost engagement and awareness and leveraged branching logic to uncover popular topics among visitors. 

The survey found that 76% of the visitors weren’t aware of the event. So, with the right content, they could pitch in the event and boost awareness.

With that, we now have a pretty clear idea about how some of the most popular brands leveraged brand awareness surveys. Now, let’s look at some brand awareness survey question examples. 

Watch: How to Create a User Research Survey

8 Best Practices to Conduct Brand Awareness Surveys

Your brand awareness survey questions are only as effective as the strategies you use to deploy them. Here are some dos and don’ts to maximize ROI on your survey campaigns. 

1. Target the Right Audience

Asking the right questions to the right people is inarguably the most important thing to keep in mind if you wish to gain reliable and contextual insights.

You cannot ask a question that your audience does not find relevant or is unable to understand. They’ll just end up skipping that question or giving you the wrong information to work with. 

FYI, the latter is worse. 

Let’s say you come across a brand survey question that reads:

• Based on your recent service experience with our brand, would you recommend us to someone you know?

• Yes
• No
• Maybe

But the problem is that this is your first interaction with the brand. 

The question holds no value because it doesn’t make a lot of sense to you.

That’s why it’s important to ensure that the questions you ask your audience are easy to understand and relevant and add value to your feedback collection process.

For this, you can always get help from our resource- What Survey Questions Should I Ask? Here, you can find some very impactful questions to ask your audience, in addition to the questions that we shared in the above section. 

Survey tools like Qualaroo offer professionally designed built-in templates to help you always ask the right questions to the right people.

Watch: Webinar: Templates by Qualaroo

2. Use Open-Ended Question Type 

You cannot truly get into users’ thought processes by giving them a set of options to choose from in your brand awareness questionnaires.

Want to help customers speak their minds?

Ask open-ended questions as a follow-up question to an option-based question to add context to the data and explore the reason behind their answer selection. 

Your open-ended questions can begin like this:

• “Can you tell us more about….”
• “Is there something we can do….”
• “How would you describe your….”

These questions will let in some great insights from your engaged and aware users who can help you build better products and deliver better services through feedback.

You can easily do this using the branching logic of your online feedback tool. Just guide your users to the open-ended question once they select a specific answer.

Related Read- How to Write Good Customer Survey Questions

3. Personalize Your Surveys

Which question do you think speaks to you in a better way?

• How would you like to rate your recent purchase experience?

Or

• Hey Jonathan, hope you’re loving our new product! Would you like to tell us how your purchase experience was?

We’re no mind readers, but pretty sure it’s the second one. 

This is what powerful personalization does. By simply playing with the words, you can make your brand awareness questionnaires much more appealing to your audience and create an image of your brand that they won’t forget.

But that’s not all because personalizing your touchpoints makes customers more aware of your brand, but even more so, it helps you improve your survey response rates and build a more customer-centric brand. 

According to McKinsey 71% of consumers expect companies to deliver personalized interactions.

You can start by adding pleasantries and warmth in your email subject lines, notifications, survey messaging, and survey questions to make them more personal and collect feedback from your customers. 

Also, same as before- you can use the built-in customization options of your online feedback tool to redesign your questionnaire on brand awareness and overhaul the entire look and feel of your brand surveys. 

But that’s not all because personalizing your touchpoints makes customers more aware of your brand, but even more so, it helps you improve your survey response rates and build a more customer-centric brand. 

According to McKinsey 71% of consumers expect companies to deliver personalized interactions.

You can start by adding pleasantries and warmth in your email subject lines, notifications, survey messaging, and survey questions to make them more personal and collect feedback from your customers. 

Also, same as before- you can use the built-in customization options of your online feedback tool to redesign your questionnaire on brand awareness and overhaul the entire look and feel of your brand surveys. 

Watch: Building a Brand Using Feedback and User Research

4. Use a Brand Tracking Software 

Brand awareness is a reflection of your brand’s overall health. To accurately understand how well your brand is performing in the market, you’ll have to monitor it constantly to track changes with time. 

A brand tracking software can help you do just that by tracking and analyzing the growth of your brand.

Here, a tool like Hootsuite can work amazingly well in measuring brand awareness by monitoring market trends and competitors in real time through powerful and intuitive dashboards. 

You can also use survey tools like Qualaroo, which can help you track important KPIs like brand awareness, brand loyalty, and brand perception through contextual on-site and in-app NPS (Net Promoter Score), CSAT (Customer Satisfaction), and other types of surveys.

In the initial phases, you can collect feedback from your target audience right after your brand campaigns to measure the impact, gauge the change in brand awareness, and set a benchmark. 

Then follow up with a survey on brand awareness after a few months to see how things are holding up now that your campaigns are over. 

Conduct these brand awareness surveys over a period of time to test which strategies work and make changes if needed. 

With targeted surveys, you can gauge how your target audience reacts to your brand and perceive it via brand associations. You can target qualities like “innovative,” “trustworthy,” and “inspiring” to see which ones your audience associates your brand with. 

The key here is to always stay on top of your feedback collection process and always check how perceptions and awareness of your target audience change over time.

Related Read- Best Customer Feedback Tools for 2023

5. Close the Feedback Loop

Following up on the feedback and closing the feedback loop is the best way to let your customers know they are being listened to. 

If your customers know their feedback is valued, it does not go in vain; it creates a positive brand perception and improves brand loyalty. 

Customers also want to provide feedback about their experiences with the brand. 

But if they find out that their feedback holds no value, they won’t return. You must first understand your target audience’s sentiment to close the feedback look.

But how are customer emotions and brand awareness related in the first place?

Well, studies show that customers rely on emotions rather than information when choosing a brand for themselves. This is where an emotional response towards your brand can make or break it. 

For this, you can start by simply segregating your data based on your NPS scores to see how your audience feels about your brand. Here, the customers who score high on NPS can be made your brand ambassadors to promote your brand. On the other hand, you can get in touch with customers who score low on NPS to resolve their problems and leave a positive brand image.

The challenge comes when you have a large audience base because that makes it impossible for you to analyze all responses manually.

That’s where you can get help from the automatically generated reports from your feedback tool that do all the segregation for you.     

You can use your feedback tool’s built-in sentiment analysis engine if you want to go even deeper into the analysis process. It’ll automatically analyze descriptive feedback and highlight your customer’s emotions towards your brand through detailed reports. 

Gathering feedback will help you make necessary changes and create better products. However, going deeper and understanding the emotional awareness of your target audience will unlock a world of possibilities. 

Open-ended questions (the likes of which we discussed above) can be paired with the sentiment analysis engine to understand how your customers feel using emotional scores based on the feedback. 

Watch: How to Create In-Context Surveys

6. Consider Timing and Frequency

Conducting brand awareness surveys regularly is crucial for tracking changes and trends over time. By consistently gathering data, you can monitor the effectiveness of your marketing efforts, identify shifts in consumer perceptions, and adjust your strategies accordingly. 

A recommended approach is to conduct these surveys quarterly or biannually, allowing you to capture seasonal variations and stay responsive to market dynamics. 

Regular surveys also help in benchmarking your brand’s performance, providing a clear picture of your growth and areas needing improvement.

7. Incentivize Participation

Increasing response rates for brand awareness surveys can be challenging, but offering incentives can make a significant difference. Rewards such as discounts, gift cards, or entry into a prize draw can motivate participants to complete your survey. 

It’s important to ensure that the incentives are appealing and relevant to your target audience. Additionally, clearly communicate the value of their feedback and how it will contribute to improving their experience with your brand. By showing appreciation for their time and effort, you can boost participation and gather more comprehensive data.

8. Ensure Anonymity

Encouraging honest feedback is essential for the accuracy and reliability of your brand awareness surveys. 

Ensuring respondents’ anonymity can help achieve this. When participants know their responses are confidential, they are more likely to provide candid and truthful answers. This can lead to more accurate insights into their perceptions and experiences with your brand. 

Implementing measures such as anonymous survey links and secure data handling practices can reassure respondents that their privacy is protected. By fostering a safe and anonymous environment, you can collect genuine feedback that truly reflects your brand’s standing in the market.

Bonus Read: 10 Best Anonymous Feedback Tools to Collect Unbiased Insights

Who Should I Send a Brand Awareness Survey To?

To get the most accurate and actionable insights, it’s essential to target the right audience for your brand awareness survey. Here’s a breakdown of who you should consider:

1. Current Customers: These individuals already have experience with your brand and can provide valuable feedback on brand perception and loyalty. Their insights can help you understand what is working and what needs improvement.
2. Potential Customers: Surveying people who are in your target market but haven’t yet made a purchase can reveal how well your brand is recognized and perceived in the broader market. This group can provide insights into initial impressions and potential barriers to conversion.
3. Lapsed Customers: Individuals who have previously interacted with your brand but have since disengaged can offer critical feedback on why they moved away. Understanding their reasons can help you address gaps and improve retention strategies.

How Can I Measure Brand Awareness in a Survey?

Measuring brand awareness effectively involves using a combination of qualitative and quantitative questions to capture different dimensions of brand recognition and perception. 

Here are some key methods:

1. Aided Recall: Ask respondents to identify your brand from a list of brands within your category. This method helps measure how many people recognize your brand when prompted. Example question: “Which of the following brands are you familiar with?”
2. Unaided Recall: Ask respondents to name brands in your category without any prompts. This measures the top-of-mind awareness of your brand. Example question: “Can you name any brands that come to mind when you think of [product category]?”
3. Brand Recognition: Show respondents your brand’s logo, tagline, or advertisement and ask if they recognize it. This helps measure visual and message recall. Example question: “Have you seen this logo before?”
4. Brand Associations: Ask open-ended questions to understand the attributes and qualities that people associate with your brand. This provides insights into the brand’s image and positioning. Example question: “What words or phrases come to mind when you think of [brand]?”
5. Perception and Sentiment: Use scale-based questions to gauge how respondents perceive your brand in terms of quality, trustworthiness, and other key attributes. Example question: “On a scale of 1-10, how would you rate the quality of [brand]?”
6. Purchase Intent and Loyalty: Assess how likely respondents are to purchase from your brand again or recommend it to others. Example question: “How likely are you to recommend [brand] to a friend or colleague?”

Also Read: Customer Loyalty Guide – How to Measure & Improve it

Enhance Your Brand’s Impact With Targeted Feedback

Remember, while products and customer preferences may change over time, a positive brand experience ensures customers choose your business over others. To achieve this, your brand must be memorable and instantly recognizable.

Brand awareness questionnaires are the perfect starting point for understanding your brand’s image. They provide insights into what people think of your brand and what they associate it with.

With these insights, you can design impactful marketing campaigns to build brand credibility, improve brand recall, and establish lasting trust with your customers. Ready to take your brand to the next level? Start with the right questions and watch your brand grow!