Brand Perception Survey System

SURVEY 1: BRAND AWARENESS SURVEY

Send to: Market sample, not just customers

Introduction: "We're conducting research to understand how professionals in [industry] perceive different solutions. This 5-minute survey is anonymous."

Q1. Which of the following companies have you heard of? (Select all that apply)

• [Your company]
• [Competitor A]
• [Competitor B]
• [Competitor C]
• [Competitor D]
• None of the above

Q2. How familiar are you with [Your company]?

• Very familiar - I know their products/services well
• Somewhat familiar - I've heard of them and know roughly what they do
• Slightly familiar - I've heard the name but don't know much
• Not familiar at all

Q3. How did you first hear about [Your company]?

• Search engine
• Social media
• Word of mouth / colleague recommendation
• Industry event / conference
• Content / blog / podcast
• Advertisement
• Don't remember
• Other: _______________

Q4. In your own words, what does [Your company] do? (Open text)

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SURVEY 2: BRAND ATTRIBUTE SURVEY

Send to: Customers and prospects who know your brand

Q1. How would you rate [Company] on each of the following attributes? (1 = Poor, 5 = Excellent)

Attribute	1	2	3	4	5
Innovative
Trustworthy
Easy to use
Good value for money
Industry expertise
Customer support
Quality

Q2. What three words come to mind when you think of [Company]?

1. ---

2. ---

3. ---

Q3. How likely are you to recommend [Company] to a colleague? (0-10 NPS scale)

Q4. What does [Company] do better than alternatives? (Open text)

Q5. What could [Company] improve? (Open text)

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SURVEY 3: COMPETITIVE PERCEPTION SURVEY

Send to: Customers who have evaluated competitors

Q1. Which companies did you evaluate before choosing [Your company]? (Select all)

• [Competitor A]
• [Competitor B]
• [Competitor C]
• Other: _______________
• Didn't evaluate others

Q2. Compared to [Competitor A], how would you rate [Your company]?

Attribute	Much Worse	Worse	Same	Better	Much Better
Price
Features
Ease of use
Support
Overall

Q3. What was the primary reason you chose [Your company] over alternatives? (Open text)

Q4. Was there anything that almost made you choose a competitor instead? (Open text)

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SURVEY 4: CUSTOMER BRAND HEALTH SURVEY

Send to: Existing customers (quarterly)

Q1. Overall, how satisfied are you with [Company]?

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

Q2. How likely are you to renew/continue with [Company]?

• Definitely will
• Probably will
• Might or might not
• Probably won't
• Definitely won't

Q3. How likely are you to recommend [Company] to a colleague? (0-10)

Q4. Has your perception of [Company] changed since you became a customer?

• Improved significantly
• Improved somewhat
• Stayed the same
• Declined somewhat
• Declined significantly

Q5. What would make you rate us higher? (Open text)

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ANALYSIS FRAMEWORK

Attribute Importance/Performance Matrix

Map each attribute on importance vs. performance

Attribute	Importance (Survey)	Performance (Survey)	Gap	Priority

Priority Guide:

• High Importance + Low Performance = Urgent Fix
• High Importance + High Performance = Maintain
• Low Importance + Low Performance = Monitor
• Low Importance + High Performance = Potential Over-investment

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Competitive Positioning Map

Plot based on perception data

Attribute	Us	Comp A	Comp B	Comp C

Insights:

• Where are we winning? _______________________________________________
• Where are we losing? _______________________________________________

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Trend Analysis

Metric	Q1	Q2	Q3	Q4	Trend
NPS
Overall satisfaction
Likelihood to renew
Recommendation rate

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REPORTING TEMPLATE

Brand Perception Report: [Quarter/Year]

Executive Summary:

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Key Metrics:

Metric	Current	Previous	Change
Brand awareness
NPS score
Customer satisfaction

Top Insights:

1. ---

2. ---

3. ---

Recommended Actions:

1. ---

2. ---

3. ---

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