Form questions
Brand perception survey questions
Ask twelve to twenty, in order and never shuffled. Three are never cut: an unaided recall question asked before any brand appears on screen, an attribute grid for your own brand, and a consideration question. Unaided recall only works once per respondent, so it goes first or it does not go in at all.
Brand perception is measured in a fixed order, because the moment a survey names a brand it has destroyed its own unaided recall question. Open questions first, then aided awareness, then attribute by attribute, and the sequence matters more than the wording.
The questions
Before any brand is named
Which brands in this category can you name, without looking anything up?Short textRequired
Unaided recall. Coded by hand afterwards. Put it on its own screen so no brand list is visible anywhere on the page.
Which one would you buy if you were buying this week?Short textRequired
Which brand do you think of as the best in the category?Short text
What comes to mind when you think of that brand?Long text
Which brands they know
Which of these have you heard of?Multiple choiceRequired
Aided awareness. From this question on, the respondent has seen the list, so nothing above it can be asked again in this wave.
Which have you actually bought in the last year?Multiple choice
Which do you buy most often?Single choice
Which have you never considered?Multiple choice
The attribute grid
How well does each word describe the brand?Rating gridRequired
Eight attributes against a five point fit scale. Mix a price word, a quality word, a values word and a social word, or the grid measures one thing eight times.
Which of these words would you not use about it?Multiple choice
Which brand in the list feels the most expensive?Single choice
Which feels most like it is for people like you?Single choice
Compared with what you usually buy, this brand seemsSingle choice
Much cheaper to much dearer. Price perception rather than price knowledge, which is what the grid cannot capture.
Finish this sentence: this brand is for people whoLong text
Consideration and context
How likely are you to consider it next time you buy?Single choiceRequired
What would put you off buying it?Long text
Where have you come across it?Multiple choice
Cafe, supermarket, independent shop, social media, a friend, radio. The media plan reads this one.
Have you seen any advertising for it recently?Single choice
Have you recommended it to anybody?Single choice
How often do you buy in this category?Dropdown
Where do you usually buy it?Dropdown
Roughly what do you pay?Dropdown
Which age group are you in?Dropdown
Optional, with a prefer not to say option. Demographics go last, never first, because they set the tone of everything above them.
Which questions to make required
Five are required, and four of them are required because of where they sit in the sequence rather than because the answer is precious. The two unaided questions must be answered before the list appears, so they cannot be skipped and revisited. Aided awareness is required because every question after it is read against that answer. The grid and the consideration question are the two measures the study exists to produce.
- Which brands in this category can you name, without looking anything up?
- Which one would you buy if you were buying this week?
- Which of these have you heard of?
- How well does each word describe the brand?
- How likely are you to consider it next time you buy?
The form built from these questions
A static copy of a form built from part of the bank, exactly as it renders.
Three ways to change this bank
For a business to business brand, replace the retail context questions with the buying committee: what your role is in the decision, which brands are on the approved list, and what would have to be true for a new supplier to get onto it. Awareness in a small market behaves nothing like awareness in a supermarket aisle. For a shorter version, run five: unaided recall, aided awareness, the attribute grid, consideration, and where you have seen it. That is a complete tracker and takes about two minutes. For a follow up wave, repeat exactly the same five questions six months later with a fresh sample, never with the same people. Re-asking one respondent teaches them the list, and the second wave then measures your survey rather than your brand.
Questions people ask
Why does the order of questions matter so much?
Because a brand list is information. Once a respondent has read yours, their unaided recall is gone for good and cannot be recovered by asking later in the form. Every brand tracker that reports rising unaided awareness after moving the list has measured its own question order rather than the market.
How many attributes belong in the grid?
Six to ten. Below six you cannot separate quality from value; above ten the last rows get answered down one column. Mix the kinds of word deliberately: one about price, two about quality, one about values, one about who it is for. Eight similar adjectives measure the same thing eight times.
Should the survey be anonymous?
Yes for a perception study, and say so. People soften brand opinions when they think the brand can identify them, which is the one bias you cannot correct afterwards. Publish it as a public link with no login, drop every contact field, and keep demographics optional with a prefer not to say option.
How often should a brand tracker run?
Twice a year for most brands, quarterly if you are spending heavily on advertising. What matters more than frequency is that nothing about the questions changes between waves. A reworded attribute is a new attribute, and the line on the chart breaks at the point you improved it.
What response rate should I expect?
Brand studies usually go to a panel or an email list rather than to customers, so the rate depends almost entirely on the source. Sample size matters more than rate here: a small sample makes the attribute grid move several points between waves for no reason at all, which then gets reported as a trend.
Can I ask about competitors by name?
Yes, and the aided awareness question needs at least four or five names to be readable. Use real category names for awareness, keep the attribute grid to your own brand, and be aware that a grid run across five brands turns a five minute survey into a twenty minute one that nobody finishes.
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Churn survey questions
A cancellation survey gets one honest answer or none at all, and which one you get is usually decided before the first question. Run it after the cancellation has already gone through, keep every retention offer out of it, and the answers change completely.
Website feedback questions
A feedback popup gets one screen and about ninety seconds, so the first two questions have to carry the whole survey. Ask the task and whether it was completed, and everything after that is optional detail you can afford to lose.
Customer effort score questions
Effort is what a customer remembers about a support experience long after they have forgotten who helped them. These questions measure the whole journey from first message to fix, rather than rating the last person in the chain.
On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a form with AI, then View, export and manage your responses.
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