Who would you call?

Hi 👋 A few questions about which suppliers you know in [category] and what you think of them. There are no wrong answers. Two minutes.

1. Which companies come to mind in [category]?

Name as many as you can.

500

2. Before today, had you heard of [company]?

Select one answer

  • Yes, I know them well
  • Yes, I have heard of them
  • I am not sure
  • No, never

3. How likely are you to consider [company]?

4. Where have you come across [company]?

Select one or more answers

  • Search engine
  • LinkedIn
  • Articles or publications
  • Event or conference
  • A colleague mentioned them
  • Sales email or call
  • I have not come across the

5. How do you see [company]?

Select one answer

  • Negative
  • Neutral
  • Positive
  • Cannot say

6. What words would you associate with [company]?

Two or three words are enough.

500

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Survey Templates Market Research

B2B Brand Awareness

Who it's for

B2B companies running brand campaigns. Run it before the campaign and again after, with the same wording.

Who answers

People in the industry you sell to, including ones who have never heard of you. Two minutes, anonymous.

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What you'll see

  • Which companies come to mind first in your field, before you mention your own name
  • How many had heard of you at all before today
  • How likely they are to consider you next time they buy
  • Where they came across you, and which words they attach to you

How to get good answers

  • Reach people outside your own database. Your customers and newsletter readers already know you, so surveying them measures nothing.
  • The first question has to come first and must not name your company. Once your name appears, unprompted awareness is gone for good.
  • Use exactly the same wording before and after the campaign. The difference between the two runs is the only number here that matters.
  • Keep the sample in the industry you actually sell to. Awareness among people who would never buy is an expensive irrelevance.

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