Structure for a Brand Assessment Survey

By Jeff Sauro

There are a lot of ways to measure consumers’ ideas and beliefs about brands. Much of this data can be collected in the same survey, but be aware about how you arrange your questions. For example, by asking unaided questions before aided questions or asking participants to list adjectives before you have them pick from a selection.

Also use a survey program that has branching and logic techniques that enable you to direct participants to different questions depending on their previous answer. Some platforms that use these techniques include UserZoom, Qualtrics, and SurveyAnalytics.

Here is one structure for a branding survey that works well.

  • Screening questions: Ask qualifying questions (“Have you purchased a car in the last 6 months?”) and key demographic questions (gender, age) to both screen and segment your responses. You only want qualified participants taking your survey.

  • Unaided branding: Without prompting participants with any names, ask them to list products or brands that come to mind.

  • Aided branding: Ask participants to select which brands they are familiar with among a list of alternatives. Consider adding some distractor brands.

  • Brand satisfaction: For brands that participants select as being familiar with, ask them to rate their satisfaction on a rating scale.

  • Specific product knowledge: Dig deeper into the product category by asking participants to list the features or attributes that distinguish your product from the competition’s or from other categories. Start with an unaided question (open comments) and then move to an aided question (listing features to select from).

  • Brand affinity: For a specific brand, have participants provide the words or concepts that come to mind when thinking about a brand or product. Start with an unaided question (open comments) and then move to an aided question (selecting from a set of positive and negative terms).

  • Product satisfaction: Have participants rate how satisfied they are using the key attributes about a product (for example, quality, value, or features).

  • Future Intent: Ask participants which product or brand they intend to purchase.