{"id":15598,"date":"2016-09-15T06:30:08","date_gmt":"2016-09-15T13:30:08","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=15598"},"modified":"2023-07-27T06:44:15","modified_gmt":"2023-07-27T06:44:15","slug":"aided-awareness-vs-unaided-awareness","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/aided-awareness-vs-unaided-awareness\/","title":{"rendered":"Aided Awareness vs Unaided Awareness in Survey Questions"},"content":{"rendered":"

In consumer and B2B market research circles we are often asked to measure brand awareness<\/a> and\/or familiarity with brands, products, and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer.\u00a0Awareness should be measured in two ways \u2013 aided awareness vs unaided awareness, and that is what we are going to explore in this post.<\/p>\n

Aided Awareness vs Unaided Awareness<\/h2>\n

Unaided awareness is captured via an open-ended question.<\/a>\u00a0<\/b>For example:<\/p>\n

Please name three brands of canned vegetables?<\/em><\/p>\n

Unaided awareness questions capture those brands in the consumer\u2019s mindset. Aided awareness, the next step in the process, provides a pick list from which respondents can choose the brands they are aware of. This list must be randomized and be in a multiple response question format where they can select any or all brands they have the\u00a0awareness of. Expect to see a lift in the percentage any brand receives between aided awareness vs unaided awareness.<\/p>\n

A word of caution – \u00a0the constructs of awareness and familiarity are not interchangeable. We can be aware of a product, service or political candidate, but that does not mean we are familiar with them. Familiarity implies a deeper level of knowledge. Consumers are more apt to select the brands they have the highest level of familiarity with. There are exceptions, such as when one receives a significant promotional offer that can shift a consumer\u2019s choice toward a brand they are less familiar with.<\/p>\n

LEARN ABOUT:<\/strong> Brand health<\/a><\/em><\/p>\n

Here is an example of a familiarity question:<\/p>\n

How familiar are you with Acme, Inc.?<\/em><\/strong><\/p>\n