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Questionnaire template

Consumer Perception Analysis

Analyses consumers' familiarity, attribute and price ratings, image and opinion trends for a brand.

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Marketing · Brand perception. All Marketing templates

Questions in this template

Knowing and Using the Brand

  1. Thanks for sharing your views. We want to understand how consumers see our brand. It takes about four minutes.

  2. How well do you know our brand?

    Choose one:

    • I know it well
    • I know a little about it
    • I know the name only
    • I have never heard of it

  3. Have you ever used our products or services?

    Condition: Only for people who know the brand

    Choose one:

    • Yes
    • No

  4. How long have you been using them?

    Condition: Only for users

    Choose one:

    • Less than 6 months
    • 6 to 12 months
    • 1 to 3 years
    • More than 3 years

Qualities and Price

  1. How would you rate our brand on each of these?

    Condition: Only for people who know the brand

    • Quality
    • Reliability
    • Design
    • Customer support
    • Innovation

    For each row: choose one:

    • 1 - Poor
    • 2
    • 3
    • 4
    • 5 - Excellent
    • Don't know

  2. How do you see our prices compared with similar brands?

    Condition: Only for people who know the brand

    Choose one:

    • Much higher
    • A little higher
    • About the same
    • A little lower
    • Much lower
    • Don't know

  3. How would you rate our brand's value for money?

    Condition: Only for people who know the brand

    Choose one:

    • Very good
    • Good
    • Fair
    • Poor
    • Very poor

Image and Opinion

  1. How much do you agree that our brand...

    Condition: Only for people who know the brand

    • Is honest with its customers
    • Acts responsibly
    • Understands what its customers need

    For each row: choose one:

    • 1 - Strongly disagree
    • 2
    • 3
    • 4
    • 5 - Strongly agree

  2. Overall, what is your opinion of our brand?

    Condition: Only for people who know the brand

    Choose one:

    • Very positive
    • Positive
    • Neutral
    • Negative
    • Very negative

  3. Over the last 12 months, how has your opinion of our brand changed?

    Condition: Only for people who know the brand

    Choose one:

    • It has improved
    • It has stayed the same
    • It has got worse

  4. What changed your opinion?

    Condition: Only when the opinion changed

    Open answer

Recommendation and Ideas

  1. How likely are you to recommend our brand to someone you know?

    Condition: Only for people who know the brand

    A number from 0 to 10

  2. What one thing could our brand do better?

    Open answer