Brand Awareness Survey. Know exactly where your brand stands in your market.
A research-grade brand awareness study measuring unaided recall, aided recognition, brand associations, and purchase intent — with a category buyer screener and the correct question sequence built in. Launch in under 2 minutes.
Unaided recall
Can consumers name your brand without any prompting? Ask them to list brands in your category and see whether yours appears — and where it appears in the list. The first mention is top-of-mind awareness, the strongest form of brand salience.
Aided awareness
Show respondents your brand name alongside competitors. Measure how familiar they are with each — never heard of it, heard of it but never used, used it before, or use it regularly. Captures recognition for brands that aren't spontaneously recalled.
Brand associations
Which words, feelings, and qualities do consumers associate with your brand versus competitors? This reveals how your brand is positioned in consumers' minds, not just whether they recognize the name.
Purchase intent
Among people who know your brand, how likely are they to buy from you in the next three months? Connects awareness to commercial potential.
Why sequence matters
unaided recall must come before aided recognition in every brand awareness study. Showing respondents your brand name before asking what brands they know primes them and inflates unaided recall artificially. The template enforces the correct order automatically.
How it works
Set your audience.
Target category buyers — people who've purchased in your product category in the last 3–6 months. Add demographic filters (age, gender, location) to match your target market. The screener routes out non-buyers automatically.
Launch the study.
The Brand Awareness template has the correct unaided-to-aided sequence, brand association battery, and competitive grid pre-built. Customize the brand names and competitive set, set your sample size, and launch.
Collect responses.
The panel delivers in as little as 48 hours. Cost is confirmed before you launch — enter your target sample size and see the total before committing.
Read your results.
Unaided recall frequency, aided awareness breakdown by familiarity level, brand association heatmap by attribute, and purchase intent distribution. Export raw data as CSV or XLSX.
Launch your brand awareness survey → [Start free — no credit card required]
Simple pricing. No surprise invoices.
Common questions
What's the difference between brand awareness and brand tracking?
A brand awareness survey is a one-time diagnostic — it tells you where your brand stands right now. Brand tracking runs the same study monthly or quarterly to measure whether awareness is improving over time. Run a brand awareness study first to establish your baseline, then set a tracking cadence to measure movement.
How many respondents do I need?
300–500 category buyers is the standard for a B2C brand awareness study. At 300, you're at 95% confidence with a ±5.7% margin of error — enough to make meaningful comparisons across brands. For niche categories, you may need fewer. Use the sample size calculator → to confirm.
Should I include competitors in the study?
Yes. Brand awareness is only meaningful in competitive context. Include 3–5 direct competitors in the aided awareness grid. The competitive awareness gaps tell you as much as your own scores — knowing you have 45% aided awareness means little without knowing your main competitor has 72%.
What counts as a strong unaided recall score?
It depends on category maturity and brand size. For a challenger brand in a competitive category, 15–25% spontaneous mention is solid. Category leaders often hit 40–50%+ unaided recall. Zero unaided recall in a screened category buyer sample means you have no spontaneous market presence — focus on building aided awareness first, then measure unaided recall after sustained brand-building activity.
Can I run this in multiple countries?
Yes. SegmentOS has respondents in 127 countries. Run the same study in multiple markets and compare awareness by geography — useful before a regional expansion or to benchmark cross-market brand health.