Brand Tracker Questionnaire Designer

Example output

Brand tracker questionnaire — Northstar Kombucha, quarterly wave, ~12 minutes

Screener
1. Which of the following have you purchased in the past 3 months? [List including kombucha/fermented beverages] — qualify category buyers only.
2. Age and region quotas per your sampling plan.

Awareness funnel
1. Unaided awareness: "When you think of kombucha brands, which brands come to mind?" (open text, first-mention flagged as top-of-mind).
2. Aided awareness: "Which of the following kombucha brands have you heard of?" [Show brand list including Northstar and named competitors, randomized order].
3. Trial: "Which of these brands have you ever tried?"
4. Current use: "Which have you purchased in the past 3 months?"

Equity attribute battery (5-point agreement scale, randomized order, asked only of aware respondents)
Rate each brand you're aware of on: "Has a flavor I enjoy," "Is a brand I trust," "Is worth the price," "Feels like a brand for people like me," "Is innovative." Hold identical wording every wave — this is the block most tempting to tweak and most damaging to touch.

Consideration and purchase funnel
1. Consideration: "Which of these brands would you consider buying next time you buy kombucha?"
2. Purchase intent: "How likely are you to buy Northstar in the next month?" (5-point scale, top-2-box is your headline metric).
3. Loyalty: "How likely are you to recommend Northstar to a friend?" (0-10 NPS-style scale).

Open-end
"What's the one word or phrase that best describes Northstar to you?" — freeform, coded into themes post-fielding.

Fielding notes
Estimated length: 11-13 minutes at this question count for aware respondents; unaware respondents exit faster after the funnel. Recommended cadence: quarterly, minimum n=400 category buyers per wave to keep wave-over-wave equity shifts readable — a smaller sample will make normal noise look like a trend. Assumption to validate: confirm 400 is sufficient for your specific market with your research vendor's power calculation.

Data dictionary (excerpt)
- Awareness (aided) feeds funnel-stage reporting and share-of-voice trend.
- Equity attributes feed the brand health index and any driver analysis against purchase intent.
- Consideration is the metric most predictive of near-term share movement; track it as closely as purchase intent.

Watch-out: do not add or reword equity attributes after wave 1 without running both old and new wording in parallel for at least one wave — otherwise you cannot tell whether a score moved or the question did.

Want me to build the vendor-ready fielding spec with exact skip logic and randomization instructions next?