Brand Awareness Survey template

A brand awareness survey that measures the funnel the way researchers do: unaided recall first (had you heard of us, and where), then aided recall against a competitor list, then a brand-association matrix and a purchase-intent rating. A skip rule keeps it honest — only people who already knew the brand get asked where they first encountered it.

Use this template Start free — no card

7 questions · works on the free plan (500 responses/month) · fully customizable

1 built-in logic rule

What’s inside

The questions this template ships with — rename, reorder, or delete any of them in the builder.

01Before today, had you heard of our brand?Multiple choice

02Where did you first come across us?Short text

03Which of these have you heard of?Checkboxes

04How strongly do you associate each of these with our brand?Matrix

05How likely are you to consider us next time you buy?Rating scale

When to use this template

A DTC brand running the same survey quarterly to track whether marketing spend is moving awareness
Measuring lift after a sponsorship or out-of-home campaign, compared against a pre-campaign baseline
A rebrand team checking which associations (quality, value, innovative, trustworthy) the new identity actually shifts
Startups gut-checking whether anyone outside their bubble has heard of them before scaling paid spend

Tips to get more from it

Replace Competitor A/B/C with your real competitive set before publishing — the aided-recall question is only as good as the list. The field's own description reminds you.
The "where did you first come across us?" question is gated by a skip rule to people who answered yes — respondents who hadn't heard of you can't invent a source.
The matrix field scores four brand associations on a three-point scale in one screen; matrix responses export cleanly to CSV for tracking over time.
Keep the wording identical between waves. Awareness tracking lives and dies on question consistency, not sample size.

Questions people ask

What's the difference between aided and unaided awareness?

Unaided asks if respondents know you without prompting; aided shows a list including competitors and asks which they recognize. This template measures both, in that order, so the aided list can't contaminate the unaided answer.

How many people should take a brand awareness survey?

Directional reads start around a few hundred responses from your target audience. Zunoform's free plan covers 500 responses a month; Pro extends to 5,000 for larger waves.

Should the survey be anonymous?

Yes — this template collects no contact details, and the welcome screen says so. Anonymity noticeably improves honesty on questions about whether people have heard of you.