What is a Brand Performance survey?

Where brand tracking monitors visibility, Brand Performance assesses credibility, how well your brand meets its value props. Respondents score specific attributes (e.g., Ease of Use, Customer Support, Innovation) and explain their ratings. The outcome is a strengths-and-weaknesses blueprint your teams can act on sprint by sprint.

Purpose & Strategic Value

1. Product Roadmap Focus – Prioritize fixes or enhancements that close the biggest perception gaps.
2. Messaging Precision – Double-down on attributes where you outrank competitors; reposition those where you lag.
3. Retention Insurance – Identify whether perceived value erodes before renewal dates, enabling proactive saves.
4. Competitive Benchmarking – Overlay your scores with category averages to frame investor and board discussions.

Key Benefits of MindProbe’s Template

• AI survey builder suggests attribute lists based on your industry and ICP.
• Live BI visualization renders radar charts, driver-impact matrices, and time-series lines that refresh every five seconds.
• Sentiment tagging auto-clusters open-ended comments by attribute so you see root causes instantly.
• Gap alerts send Slack pings when any critical attribute drops more than 0.5 points week-over-week.
• Workflow triggers launch in-app tutorials or marketing nurture sequences tied to attribute-specific pain points.

Potential Challenges & Our Safeguards

Attribute overload – Respondent fatigue. Solved with AI recommending max 6 core attributes and rotating extras.

Score inflation – “Everything is 4–5 stars.” Solved with forced-choice Likert anchors and randomized attribute order.

Data silos – Insights lost in PDFs. Solved with always-on BI Widget shareable via secure link or iframe.

Typical Question Set

Section 1: Overall Brand Performance

Q1. Overall Performance

• "How would you rate [Brand] overall?"
• Type: Single Choice Scale (Likert 1–5)
• Options: Very Poor → Excellent
• Validation: Required

Q2. Comparative Performance

• "Compared to other brands in this category, how does [Brand] perform?"
• Type: Single Choice (Radio Buttons)
• Options: Much Worse / Worse / About the Same / Better / Much Better

Section 2: Brand Attribute Ratings

Q3. Attribute Evaluation

• "How would you rate [Brand] on the following attributes?"

• Type: Matrix (Likert Scale 1–5)

• Attributes (customizable):

  • Product/Service Quality

  • Value for Money

  • Trustworthiness

  • Innovation

  • Customer Support

  • Sustainability / Ethics

  • Ease of Use / Accessibility

Section 3: Emotional Connection

Q4. Brand Fit

• "To what extent do you agree: [Brand] fits well with my lifestyle/needs."
• Type: Single Choice Scale (Likert 1–5)

Q5. Emotional Association

• "Which words best describe how you feel about [Brand]?"
• Type: Multiple Choice (Checkboxes)
• Options: Trusted / Reliable / Premium / Fun / Innovative / Outdated / Irrelevant / Other

Section 4: Advocacy & Loyalty

Q6. Recommendation Intent (NPS)

• "On a scale of 0–10, how likely are you to recommend [Brand] to a friend or colleague?"
• Type: Numeric Scale (0–10)

Q7. Repurchase Intent

• "How likely are you to buy from [Brand] again?"
• Type: Single Choice Scale (Likert 1–5)

Section 5: Open Feedback

Q8. Strengths

• "What does [Brand] do particularly well?"
• Type: Long Text Input

Q9. Areas to Improve

• "What could [Brand] do better?"
• Type: Long Text Input

Best Practices Built-In

• Combines functional + emotional performance.
• Benchmarkable vs competitors.
• Attribute-level ratings enable detailed BI dashboards (spider charts, heatmaps).
• Advocacy & loyalty measures (NPS + repurchase intent) tie brand performance to business impact.
• Open text fields capture unstructured insights for AI-tagging into themes.

FAQs

Q: How quickly will I see gaps?

A: The Dashboard updates in under five seconds; sudden drops trigger color-coded warnings automatically.

Q: Can I compare against competitors?

A: Yes, enter competitor names and the Widget displays side-by-side attribute radar charts.

Q: Does the template work for B2C and B2B?

A: Absolutely; AI question suggestions adjust context and terminology automatically.

Q: Can I export slides?

A: One click downloads branded, investor-ready PNGs or PowerPoint snippets for every widget.

Complementary Studies

Pair Brand Performance with Brand Tracking to connect credibility with awareness, and Ad/Copy Testing to ensure campaigns reinforce under-performing attributes. MindProbe chains these surveys seamlessly; shared dashboards integrate insights into a single source of truth.

Final Takeaway

Brands flourish when promise aligns with reality. MindProbe’s Brand Performance Survey Template lets you measure that alignment continuously, surface hidden drags on perception, and mobilize every team to close the gaps faster than market sentiment can slip.