Brand Perception Survey
Understanding how customers perceive your brand is crucial for marketing success. This comprehensive brand perception survey measures key brand attributes including trust, quality perception, innovation, value, and emotional connection. Use sentiment sliders, rating matrices, and emotional reactions to get a complete picture of your brand image. Perfect for brand audits, rebranding projects, and ongoing brand health monitoring.
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export function brandPerceptionSurvey(form: FormTs) {
// Brand Perception Survey - Comprehensive brand image and sentiment analysis
// Demonstrates: Slider, StarRating, EmojiRating, MatrixQuestion, CheckboxList, dynamic styling
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'Brand Perception Survey',
computedValue: () => 'Help us understand how you perceive our brand. Your honest feedback shapes our future.',
customStyles: {
background: 'linear-gradient(135deg, #667eea 0%, #764ba2 100%)',
color: 'white',
padding: '28px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// SECTION 1: Brand Familiarity
// ============================================
const familiaritySection = form.addSubform('familiarity', {
title: 'Brand Familiarity'
});
familiaritySection.addRow(row => {
row.addRadioButton('familiarityLevel', {
label: 'How familiar are you with our brand?',
options: [
{ id: 'very-familiar', name: 'Very familiar - I use/follow the brand regularly' },
{ id: 'somewhat-familiar', name: 'Somewhat familiar - I know the brand well' },
{ id: 'heard-of', name: 'I\'ve heard of it but don\'t know much' },
{ id: 'first-time', name: 'This is my first time learning about it' }
],
orientation: 'vertical',
isRequired: true
});
});
familiaritySection.addRow(row => {
row.addCheckboxList('touchpoints', {
label: 'Where have you encountered our brand? (Select all that apply)',
options: [
{ id: 'website', name: 'Website' },
{ id: 'social-media', name: 'Social Media' },
{ id: 'advertising', name: 'Advertising' },
{ id: 'store', name: 'Physical Store' },
{ id: 'word-of-mouth', name: 'Word of Mouth' },
{ id: 'news', name: 'News/Press' },
{ id: 'events', name: 'Events/Sponsorships' },
{ id: 'product', name: 'Using the Product' }
],
orientation: 'vertical',
isVisible: () => {
const level = familiaritySection.radioButton('familiarityLevel')?.value();
return level !== 'first-time' && level !== null;
}
});
});
// ============================================
// SECTION 2: First Impression
// ============================================
const impressionSection = form.addSubform('impression', {
title: 'First Impression',
isVisible: () => familiaritySection.radioButton('familiarityLevel')?.value() !== null
});
impressionSection.addRow(row => {
row.addEmojiRating('firstImpression', {
label: 'What is your overall impression of our brand?',
preset: 'satisfaction',
size: 'lg',
showLabels: true,
alignment: 'center'
});
});
impressionSection.addSpacer();
impressionSection.addRow(row => {
row.addSlider('trustLevel', {
label: 'How much do you trust our brand?',
min: 0,
max: 100,
step: 5,
defaultValue: 50,
showValue: true,
unit: '%'
});
});
// ============================================
// SECTION 3: Brand Attributes Matrix
// ============================================
const attributesSection = form.addSubform('attributes', {
title: 'Brand Attributes',
isVisible: () => impressionSection.emojiRating('firstImpression')?.value() !== null,
customStyles: { backgroundColor: '#f8fafc', padding: '16px', borderRadius: '8px' }
});
attributesSection.addRow(row => {
row.addMatrixQuestion('brandAttributes', {
label: 'Please rate our brand on the following attributes:',
rows: [
{ id: 'quality', label: 'Product/Service Quality', isRequired: true },
{ id: 'innovation', label: 'Innovation & Creativity', isRequired: true },
{ id: 'value', label: 'Value for Money', isRequired: true },
{ id: 'reliability', label: 'Reliability & Consistency', isRequired: true },
{ id: 'customer-focus', label: 'Customer Focus', isRequired: false },
{ id: 'social-responsibility', label: 'Social Responsibility', isRequired: false }
],
columns: [
{ id: 'poor', label: 'Poor' },
{ id: 'fair', label: 'Fair' },
{ id: 'good', label: 'Good' },
{ id: 'very-good', label: 'Very Good' },
{ id: 'excellent', label: 'Excellent' }
],
striped: true,
fullWidth: true
});
});
// ============================================
// SECTION 4: Emotional Connection
// ============================================
const emotionalSection = form.addSubform('emotional', {
title: 'Emotional Connection',
isVisible: () => {
const matrix = attributesSection.matrixQuestion('brandAttributes');
return matrix?.areAllRequiredRowsAnswered() ?? false;
}
});
emotionalSection.addRow(row => {
row.addCheckboxList('brandPersonality', {
label: 'Which words best describe our brand? (Select up to 5)',
options: [
{ id: 'innovative', name: 'Innovative' },
{ id: 'trustworthy', name: 'Trustworthy' },
{ id: 'professional', name: 'Professional' },
{ id: 'friendly', name: 'Friendly' },
{ id: 'premium', name: 'Premium' },
{ id: 'affordable', name: 'Affordable' },
{ id: 'modern', name: 'Modern' },
{ id: 'traditional', name: 'Traditional' },
{ id: 'bold', name: 'Bold' },
{ id: 'reliable', name: 'Reliable' },
{ id: 'fun', name: 'Fun' },
{ id: 'serious', name: 'Serious' }
],
orientation: 'horizontal',
max: 5
}, '1fr');
});
emotionalSection.addSpacer();
emotionalSection.addRow(row => {
row.addStarRating('emotionalConnection', {
label: 'How emotionally connected do you feel to our brand?',
maxStars: 5,
size: 'lg',
alignment: 'center',
showCounter: true
});
});
// ============================================
// SECTION 5: Competitive Position
// ============================================
const competitiveSection = form.addSubform('competitive', {
title: 'Competitive Comparison',
isVisible: () => emotionalSection.starRating('emotionalConnection')?.value() !== null
});
competitiveSection.addRow(row => {
row.addRadioButton('competitorComparison', {
label: 'Compared to similar brands in the market, how would you rate us?',
options: [
{ id: 'much-better', name: 'Much better than competitors' },
{ id: 'somewhat-better', name: 'Somewhat better' },
{ id: 'about-same', name: 'About the same' },
{ id: 'somewhat-worse', name: 'Somewhat worse' },
{ id: 'much-worse', name: 'Much worse than competitors' },
{ id: 'dont-know', name: 'I don\'t know other brands' }
],
orientation: 'vertical'
});
});
competitiveSection.addRow(row => {
row.addTextbox('competitorNames', {
label: 'Which competitor brands do you consider when making a choice?',
placeholder: 'e.g., Brand A, Brand B...',
isVisible: () => {
const comparison = competitiveSection.radioButton('competitorComparison')?.value();
return comparison !== null && comparison !== 'dont-know';
}
});
});
// ============================================
// SECTION 6: Brand Recommendation (NPS)
// ============================================
const npsSection = form.addSubform('nps', {
title: 'Recommendation',
isVisible: () => competitiveSection.radioButton('competitorComparison')?.value() !== null,
customStyles: () => {
const category = npsSection.ratingScale('npsScore')?.npsCategory();
if (category === 'promoter') return { backgroundColor: '#d1fae5', padding: '16px', borderRadius: '8px' };
if (category === 'passive') return { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' };
if (category === 'detractor') return { backgroundColor: '#fee2e2', padding: '16px', borderRadius: '8px' };
return { padding: '16px', borderRadius: '8px', border: '1px dashed #cbd5e1' };
}
});
npsSection.addRow(row => {
row.addRatingScale('npsScore', {
preset: 'nps',
label: 'How likely are you to recommend our brand to a friend or colleague?',
showCategoryLabel: true,
showSegmentColors: true
});
});
// ============================================
// SECTION 7: Open Feedback
// ============================================
const feedbackSection = form.addSubform('feedback', {
title: 'Additional Thoughts',
isVisible: () => npsSection.ratingScale('npsScore')?.value() !== null
});
feedbackSection.addRow(row => {
row.addTextarea('whatWeLoveAbout', {
label: () => {
const category = npsSection.ratingScale('npsScore')?.npsCategory();
if (category === 'promoter') return 'What do you love most about our brand?';
if (category === 'passive') return 'What would make you love our brand more?';
return 'What could we do better?';
},
placeholder: 'Share your thoughts...',
rows: 3,
autoExpand: true
});
});
feedbackSection.addSpacer();
feedbackSection.addRow(row => {
row.addTextarea('brandImprovement', {
label: 'If you could change one thing about our brand, what would it be?',
placeholder: 'Your suggestion...',
rows: 2,
autoExpand: true
});
});
// ============================================
// SECTION 8: Summary
// ============================================
const summarySection = form.addSubform('summary', {
title: 'Your Perception Summary',
isVisible: () => npsSection.ratingScale('npsScore')?.value() !== null
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const impression = impressionSection.emojiRating('firstImpression')?.value();
const trust = impressionSection.slider('trustLevel')?.value();
const nps = npsSection.ratingScale('npsScore')?.value();
const category = npsSection.ratingScale('npsScore')?.npsCategory();
const connection = emotionalSection.starRating('emotionalConnection')?.value();
const personality = emotionalSection.checkboxList('brandPersonality')?.value() || [];
if (!impression) return '';
const impressionLabels: Record<string, string> = {
'very-bad': 'Very Negative',
'bad': 'Negative',
'neutral': 'Neutral',
'good': 'Positive',
'excellent': 'Very Positive'
};
let summary = 'Brand Perception Snapshot\n';
summary += `${'═'.repeat(30)}\n\n`;
summary += `First Impression: ${impressionLabels[impression] || impression}\n`;
summary += `Trust Level: ${trust ?? 50}%\n`;
if (connection) {
summary += `Emotional Connection: ${connection}/5 stars\n`;
}
if (personality.length > 0) {
summary += `Brand Personality: ${personality.join(', ')}\n`;
}
if (nps !== null && nps !== undefined) {
summary += `\nNPS Score: ${nps}/10 (${category?.charAt(0).toUpperCase()}${category?.slice(1)})\n`;
}
return summary;
},
customStyles: {
backgroundColor: '#f0f4ff',
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '14px',
borderLeft: '4px solid #667eea'
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback',
isVisible: () => npsSection.ratingScale('npsScore')?.value() !== null
});
form.configureCompletionScreen({
type: 'text',
title: 'Thank You for Your Insights!',
message: 'Your brand perception feedback is invaluable. We use these insights to continuously improve and better serve you.'
});
}
Frequently Asked Questions
What is a brand perception survey?
A brand perception survey measures how customers view and feel about your brand. It captures rational attributes (quality, value, reliability) and emotional associations (trust, excitement, connection) to provide a holistic view of brand health.
How often should I run brand perception surveys?
For established brands, quarterly or bi-annual surveys work well. Run additional surveys before and after major campaigns, product launches, or rebranding efforts to measure impact.
What's the ideal sample size for brand research?
Aim for at least 200-400 responses for statistically significant results. For segment analysis or competitive comparisons, you may need 100+ responses per segment.
Can I compare my brand to competitors?
Yes! This template includes an optional competitor comparison section. You can add up to 3 competitor brands and ask respondents to rate them on the same attributes.
How do I interpret sentiment slider results?
Sentiment sliders provide nuanced data on a 0-100 scale. Scores above 70 indicate strong positive perception, 50-70 is neutral/mixed, and below 50 suggests areas for improvement.