32 Brand Tracking Survey Questions: The Ultimate Guide

Awareness Tracking Questions

What Makes Awareness Questions Special

Awareness is where every brand story begins. Before customers can buy, love, or recommend your brand, they need to know it exists. Awareness questions reveal just how far your reach truly goes—far beyond the echo chamber of your internal Slack.

Early in the funnel, these questions measure the baseline. After a splashy ad campaign, they provide a benchmark to see if all those clicks actually built recognition. Even better, tracking awareness lets you size up not just your growth, but how you stack up against competitors. If you’re not moving up, someone else probably is.

When to Use Awareness Tracking

Deploy these questions: * Before and after launching high-investment promotions * When entering new markets or demographics * To compare year-over-year gains—or, gulp, losses

Continuous measurement pays off, because brand recognition rarely jumps overnight. You want to spot steady upticks, surprising dips, or—best of all—jump-off-the-chart wins.

Sample Awareness Tracking Questions

1. Which brands come to mind when you think of [category]?

2. Have you heard of [Brand]?

3. Where did you first hear about [Brand]?

4. How familiar are you with [Brand]? (on a scale, e.g. Not at all familiar to Very familiar)

5. Which of these brands have you seen advertising for in the past 30 days?

Behind every smiley survey response, there’s insight that tells you if your message is reaching new ears—or if your echo chamber needs expanding.

Combining unaided and aided brand awareness questions in surveys provides a comprehensive understanding of consumer recognition and recall, effectively measuring brand presence and competitive positioning. (groupsolver.com)

Brand Perception & Association Questions

Why Perception and Association Matter

Once someone knows your brand, what do they feel when they see your logo or hear your name? That’s where perception and association questions come in. This is all about captured vibes, gut feelings, and the stories your brand tells without words.

These questions help measure whether you’re winning hearts, minds—or at least a few raised eyebrows. Use them to identify whether your intended brand identity matches your real-world image. Surprising mismatches? They’re goldmines for innovation or urgent fixes.

When to Use Brand Perception Questions

These gems belong: * After repositioning your brand, or updating messaging * To track image shifts caused by news, sponsorships, or crises * When setting or refining your unique selling proposition

You want a clear sense of alignment (or misalignment) between your brand’s intention and reality. That turns perception gaps into opportunities, fast.

Sample Brand Perception & Association Questions

1. Which of these words describe [Brand]? (select all that apply)

2. On a scale of 1–10, how innovative do you consider [Brand]?

3. What personality traits do you associate with [Brand]?

4. When you think of [Brand], what colors or symbols come to mind?

5. How strongly do you agree: “[Brand] is trustworthy.”

Don’t just ask if people know you—find out what they really think. Even better, if the answers surprise you, it’s an invitation to rethink, reset, or double-down on what’s working.

Consideration & Preference Questions

The Power of Consideration

Consideration questions dig into the all-important middle of the funnel. Awareness is great, but you want your brand actively making the shortlist when shoppers size up their options. It’s the difference between “I’ve heard of you” and “I might actually buy you.”

This section lets you plot your journey from known to preferred. It reveals whether brand equity converts to intent, and whether there are barriers between you and purchase glory.

When to Use Consideration & Preference Questions

These questions shine: * When evaluating the impact of a new advertising campaign * To monitor seasonal preference shifts or trend-driven behavior * After a change in product features or customer experience

You’ll see whether your idea of “best in class” matches what buyers believe. When consideration lags behind awareness, time to investigate what’s turning potential fans away.

Sample Consideration & Preference Questions

1. Which of these brands would you consider buying?

2. Rank the following brands in order of preference.

3. How likely are you to research [Brand] before your next purchase?

4. Which brand is your first choice in [category]?

5. What factors most influence your choice between [Brand] and others?

These questions spotlight how well you’re converting interest into intention. Done right, they reveal what you need to outshine rivals at the exact moment it matters most.

Effective brand tracking surveys should focus on key performance indicators like unaided brand awareness, aided brand awareness, brand consideration, and brand associations, rather than relying on custom questions. (latanabrandtracking.medium.com)

Purchase Intent Questions

The Bottom of the Funnel: Purchase Intent

It all comes down to this—are people ready to reach for their wallets? Purchase intent questions cut straight to the chase, measuring how many consumers are poised to buy and how close they are to sealing the deal.

These insights don’t just feel good—they’re money in the bank (or forecasts on your quarterly report). They let you measure demand, tweak timing, and maximize every last ad dollar by focusing where buying interest surges.

When to Use Purchase Intent Questions

Use them: * To forecast sales or gauge the success of a campaign * After price changes, promotions, or updates to product/packaging * To identify new sources of demand or early-warning signs of weakness

Timing matters: ask before, during, and after big swings in your marketing to track shifts and spot what moves the needle.

Sample Purchase Intent Questions

1. How likely are you to purchase [Brand] in the next 30 days?

2. Which of the following brands do you plan to purchase next?

3. At what price point would you definitely buy [Brand]?

4. What would stop you from purchasing [Brand]?

5. Rate your agreement: “I intend to buy [Brand] the next time I need [product].”

These aren’t just questions—they’re crystal balls into your sales pipeline, and your competitors wish they had them.

Usage & Experience Questions

Why Usage Matters

Knowing your customer doesn’t stop at the sale. Usage and experience questions uncover what happens post-purchase, shining a spotlight on customer behaviors, satisfaction, and untapped opportunities for delight (and, yes, areas that need love).

These insights feed product improvement, retention strategies, and build a roadmap for wow-worthy experiences that keep fans coming back.

When to Use Usage & Experience Questions

Deploy these after: * A purchase is complete, as part of follow-up retention programs * Launching new features or service offerings * Negative product reviews or voluntary churn triggers

Learning what’s not working is as valuable as basking in five-star praise.

Sample Usage & Experience Questions

1. How often do you use [Brand] products?

2. Which features do you use most frequently?

3. Rate your overall satisfaction with [Brand].

4. What problems has [Brand] helped you solve?

5. Have you contacted customer support for [Brand] in the past 6 months?

The more you know about real-world use, the faster you can improve, innovate, and keep satisfaction sky high.

Loyalty & Advocacy (NPS) Questions

Measuring True Brand Love

Every brand dreams of loyal customers who sing their praises from rooftops. Loyalty and advocacy questions—especially the classic NPS—reveal who your true champions are. More than one-off buyers, these fans fuel repeat sales and organic growth.

This section also uncovers your detractors—the folks spreading less-than-flattering word of mouth. Both tell you where to double-down and where to do damage control.

When to Use Loyalty & Advocacy Questions

Run these: * After major interaction points: purchase, renewal, or support experiences * Periodically, to gauge shifting loyalty or as part of customer lifetime value analysis * When launching a referral or loyalty program

Spotting shifts in advocacy lets you act fast—rewarding the loyal, addressing the restless, and keeping your brand’s reputation golden.

Sample Loyalty & Advocacy (NPS) Questions

1. On a scale of 0–10, how likely are you to recommend [Brand] to a friend?

2. Which statement best describes your relationship with [Brand]?

3. Have you recommended [Brand] in the past 12 months?

4. What would make you recommend [Brand] more strongly?

5. How likely are you to switch away from [Brand] in the next year?

Give your best advocates the mic, but never ignore gentle (or loud) warnings that you’re losing your edge.

Competitive Benchmarking Questions

Benchmarking: The Ultimate Brand Reality Check

Knowing how you stack up is essential in every competitive industry. Competitive benchmarking questions deliver the raw, side-by-side insights that tell you—plain and simple—where you dazzle, where you lag, and where to steer next.

It’s your secret weapon for differentiating, defending, and outsmarting the brands you love to beat.

When to Use Competitive Benchmarking Questions

Sneak these questions in: * During annual or quarterly planning (to spot share shifts before your rivals do) * After major news, pricing changes, or launches from competitors * When plotting new claims or themes for future messaging

Numbers don’t lie—and neither do open-ended, honest responses from your audience.

Sample Competitive Benchmarking Questions

1. Which brand offers the best value for money?

2. Rate [Brand] vs. [Competitor] on product quality.

3. Which brand feels more socially responsible?

4. Which brand’s advertising resonates most with you?

5. Which brand is the leader in customer service?

Benchmarking moves you from blind guessing to playing chess on a mapped-out board. It’s market intelligence with an actionable twist.

Best Practices: Dos and Don’ts for Crafting Brand Tracking Surveys

The Golden Rules of Survey Crafting

Getting the most from brand tracking starts with smart survey design. These dos and don’ts will save your sanity (and your response rates).

Do keep your questions consistent from wave-to-wave. * Changing wording or scales halfway makes it impossible to track real change. * Consistency is king for trend spotting.

Don’t randomly change scales or swap formats mid-study. * It muddies your data and confuses your participants.

Do segment your results by demographics and behavioral traits. * Knowing who loves (or dislikes) your brand is half the value.

Don’t trust top-line data alone. * Dig deeper—what’s true for one segment might mask bigger findings elsewhere.

Do pilot-test survey length. * No one wants to be stuck for 25 minutes—aim for 10–12 minutes max.

Don’t overload with too many questions. * Respect your respondents’ time (and attention span).

Do mix closed and open-ended questions. * Closed for data, open for juicy customer quotes.

Don’t skip mobile optimization. * Most respondents will be swiping, not typing at a desk.

Do act on insights—quickly. * Insights aren’t just for reading—they’re for using.

Don’t collect data just because. * Make sure every question has a purpose.

Wrap these practices around your tracking program, and you’ll not just gather better data—you’ll rally your team around actionable, lasting insights.

Conclusion & Next Steps

Every brand has a story, but only those that measure can truly shape the next chapter. Each survey question type plays a critical role in your brand health journey. Use this question bank to build a custom tracking program that fits your goals and ambitions.

Try combining survey results with sales reports and digital analytics for a powerful, all-seeing view of your brand. In the end, the brands that listen hardest—and act fastest—win the day. Go forth: ask, learn, and grow.