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Brand perception survey template

Learn how people see your brand, in their words and in numbers

Ten questions on familiarity, the words people pick for you, trust, how you compare with similar brands and where people first heard of you. Usertick reads every written answer, including the one sentence people would use to describe you.

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What this brand perception survey tells you

A brand perception survey asks how people see you: the words they connect with your name, how much they trust you and how you compare with the alternatives. This template covers it in ten questions and about three minutes, from familiarity and word choices to trust, three statements to agree with or reject, a comparison with similar brands and where people first heard of you.

It is written for a yearly email to two lists, your customers and your newsletter audience, so you can see how buyers and followers differ. Send each list its own copy of the survey to keep their answers apart. Duplicated as a link survey, it also works in a social post or as a printed QR code at an event.

Results shows bars for the words people chose, a split bar for each word pair, the average trust with a column per step, a heat map of the statements, and the share of each answer to the comparison, source and consideration questions, all against the period before. The two open questions are read and filed under themes.

In an emailAs a linkOn your websiteAs a conversation
Questions
10
Time to answer
About 3 minutes
Written for
A yearly email to your customers and your newsletter readers
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 10 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 10 · Multiple choice

How familiar are you with us?

Why ask it
Familiarity sets the weight of every later answer. A person who has only heard the name reacts to your reputation, and a regular customer reacts to experience.
What you learn
A donut with the share of each level of familiarity. Select the last option, for people who only know the name, to see how they describe you.
Make it yours
Add a rule so people who only know the name skip to question 6, past the trust and quality questions they can't judge yet.
Question 2 of 10 · Multiple choice · Optional

Which of these words would you use to describe us?

Why ask it
A list of words, positive and negative, lets people describe you without writing. Including Expensive and Complicated keeps the list honest.
What you learn
Bars with the share and count of each word, since people can pick several, with typed Other words listed. Over time, the shares show whether a campaign changed the words people use.
Make it yours
Swap in the words your brand wants to own and the ones you worry about, and keep the list to six to eight words.
Question 3 of 10 · This or that

Which word describes us better?

Why ask it
Pairs of opposites place you on the lines brands are positioned on: modern or traditional, friendly or formal, premium or affordable, expert or easy to approach.
What you learn
A split bar for each pair, against the period before, so you see where most people place you on each line.
Make it yours
Change the pairs to the positioning choices your team debates, and keep each pair a real either-or.
Question 4 of 10 · Big scale

How much do you trust our brand?

Why ask it
Trust sits under every purchase decision. A 1 to 10 scale gives you one number to follow from year to year.
What you learn
The average trust and a column per step from 1 to 10, against the period before. Select the low steps to read how those people would describe you to a friend.
Make it yours
Compare trust for customers and newsletter readers by sending each list its own copy of the survey.
Question 5 of 10 · Matrix · Optional

How much do you agree with these statements about us?

Why ask it
Three statements test the promises behind the brand: quality, delivering on what you say and being worth the price. An agreement scale shows how large the doubt is.
What you learn
A heat map per row with the row averages, so a strong score on quality next to a weak score on value shows at a glance.
Make it yours
Keep it optional, and add a statement for your own promise, such as fast delivery or local service.
Question 6 of 10 · Multiple choice

Compared with similar brands, how do we compare?

Why ask it
People judge you against the brands they know. A five-point comparison shows whether you stand out or blend in.
What you learn
A donut with the share of each answer from much better to much worse, against the period before.
Make it yours
Name the group in the label, such as compared with other accounting firms, so everyone compares you with the same brands.
Question 7 of 10 · Text · Optional

What does another brand do better than us?

Why ask it
Asking what another brand does better gets people to name a competitor's strength, which is hard to learn from your own data.
What you learn
Each answer with its sentiment and theme, filterable by theme, with up to 8 themes and their trends, so a strength competitors keep getting credit for stands out.
Make it yours
Read these next to the word pairs, which they can help explain.
Question 8 of 10 · Multiple choice

Where did you first hear about us?

Why ask it
Where people first heard of you shows which channels build awareness, including word of mouth and events that analytics can't see.
What you learn
A donut with the share and count of each source, the typed Other answers listed, and stacked shares over time.
Make it yours
Replace the general sources with your own, such as the name of your podcast or a trade show you attend.
Question 9 of 10 · Multiple choice

How likely are you to consider us the next time you need what we offer?

Why ask it
Consideration turns perception into intent. Someone who trusts you but wouldn't consider you next time points to a gap in price, fit or awareness of what you offer.
What you learn
A donut with the share of each answer. Select Unlikely to see which words, pairs and trust scores those people gave.
Make it yours
Select a source in question 8, such as A friend or colleague, to compare consideration across the ways people found you.
Question 10 of 10 · Text · Optional

How would you describe us to a friend in one sentence?

Why ask it
One sentence to a friend is how a brand travels from person to person. The words people choose show what sticks.
What you learn
Each sentence with its sentiment and theme, filterable by theme, with up to 8 themes and their trends.
Make it yours
Share the most common descriptions with your marketing team, and compare them with your own tagline.

What the answers show

Results turns each question into numbers you can follow week by week.

How familiar are you with us?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Which of these words would you use to describe us?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

How much do you agree with these statements about us?

Each row's answers side by side, so the part that needs work stands out.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Brand perception in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Run it once a year

    Perception moves slowly, so one round at the same time each year gives a fair comparison.

  2. 02

    Ask two audiences separately

    Send one copy to customers and one to newsletter readers, so you can compare how buyers and followers see you.

  3. 03

    Keep the words the same

    Keep the word list and the pairs unchanged from year to year, so a change in the shares reflects people's views.

  4. 04

    Act on the competitor answers

    Take the most common theme in What does another brand do better than us? and decide whether to match it or explain why you do it differently.

Market research surveysEmail surveysBrand and reputation questions

More research templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

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ResearchPreference testAsk people to choose between two options at a time and see which way they lean. Useful before a redesign, a pricing change or naming something new.
ResearchInterview screenerFind the right people for customer interviews by role, team size and how often they use your product. Send it to active users before a research round.
ResearchAfter the demoFind out whether your sales demo answered the prospect's questions and what they want to happen next. Send it within a day of the demo.
ResearchHow did you hear about us?Find out which channels actually bring you customers, including the word of mouth your analytics can't see. Show it right after signup or on the first order.

Questions from the library

Browse the question library
  1. What words come to mind when you think of our name?Text · Brand and reputation
  2. How well known do you think we are in our field?Stars · Brand and reputation
  3. Which of these sounds most like us?Multiple choice · Brand and reputation
  4. How did you first hear about us?Dropdown · Marketing
  5. Was it clear what we do?Yes / No · Marketing
  6. How would you describe us in one sentence?Text · Marketing

Frequently asked questions

Customers, and people who know you without having bought, such as newsletter readers or event visitors. Their answers differ, so keep them in separate copies of the survey.

It takes about three minutes. Most questions are one tap, and the open questions and the statements are optional, so people who want to finish quickly still can.

Once a year, at the same time of year, so seasonal campaigns don't skew the comparison. Add an extra round after a rebrand or a large campaign.

The survey asks people to compare you with similar brands and to name what another brand does better. Track those answers from year to year to see whether the gap closes.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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