# Brand awareness survey questions

Understand what people recognize without prompting the answer.

If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.

## 1. Which providers come to mind for this kind of service?

Answer: ____________________

## 2. Which of these names have you heard before?

Answer: ____________________

## 3. Where did you first encounter the names you recognize?

Answer: ____________________

## 4. What kind of service do you associate with each recognized name?

Answer: ____________________

## 5. How certain are you about that association?

Answer: ____________________

## Author notes / illustrative keys where applicable

1. Measure which providers respondents recall without being shown names first. Preserve this unaided order because a supplied list can change what people subsequently remember.
2. 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.
3. 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.
4. Check whether the recognized name is associated with the intended service category. Correct a recurring category misunderstanding before interpreting recognition alone as effective awareness.
5. 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.

Interpretation caution: Ask unaided awareness before showing a brand list.