This seven-question brand survey opens by asking how familiar respondents are with the brand, setting the context for everything that follows. It then moves through two open-ended questions capturing first impressions and perceived differentiators, a multiple-choice word-association question with ten descriptors ranging from 'Innovative' to 'Sustainable', and two rating scales — one measuring overall brand perception out of five and one measuring likelihood to recommend out of five. A final open-ended question invites improvement suggestions, giving respondents a chance to flag anything the earlier questions didn't cover. After submitting, respondents see a thank-you screen confirming that their insights will be used to enhance the brand experience.
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The word-association and open-ended questions — particularly "What makes our brand stand out from its competitors?" — give marketing teams direct language from their audience to inform positioning and messaging.
The "Do you have any suggestions on how our brand could improve its products/services or overall brand image?" question surfaces specific product and service feedback that sits alongside broader perception scores for easy prioritisation.
The combination of the "How familiar are you with our brand?" question and the two rating scales lets researchers segment perception and advocacy scores by awareness level, adding depth to any quantitative analysis.
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