{
  "title": "Brand awareness survey questions",
  "questions": [
    "Which providers come to mind for this kind of service?",
    "Which of these names have you heard before?",
    "Where did you first encounter the names you recognize?",
    "What kind of service do you associate with each recognized name?",
    "How certain are you about that association?"
  ],
  "question_notes": [
    "Measure which providers respondents recall without being shown names first. Preserve this unaided order because a supplied list can change what people subsequently remember.",
    "Distinguish recognition of supplied names from spontaneous recall. Interpret recognition as familiarity with a name, not evidence that the respondent understands or prefers its service.",
    "Identify the remembered source of exposure to a recognized name. Treat it as reported context rather than verified campaign attribution or a complete customer journey.",
    "Check whether the recognized name is associated with the intended service category. Correct a recurring category misunderstanding before interpreting recognition alone as effective awareness.",
    "Separate a confident service association from a guess so category understanding is not overstated. Compare explanations without treating confidence as proof that the association is accurate."
  ],
  "answer_guidance": [
    {
      "question": 1,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which providers come to mind for this kind of service.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which of these names have you heard before.",
      "optional": true
    },
    {
      "question": 3,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: where did you first encounter the names you recognize.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what kind of service do you associate with each recognized name.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: how certain are you about that association.",
      "optional": true
    }
  ],
  "respondent_instruction": "If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.",
  "note": "Examples to adapt. Not a validated instrument."
}