B2B Brand Tracking Survey Template

A recognizable supplier name may still be absent from a buyer's shortlist. SurveyLegend helps marketing teams ask the same category-specific questions at regular intervals and learn where recognition stops short of consideration.

Use this with people involved in buying one defined product or service for an organization. Field the same core items at repeat waves and track who answered. For a broad consumer introduction, see the brand awareness template. Avoid presenting convenience responses as a representative market estimate.

Think about suppliers for the product or service category named by the organizer. Do not share confidential purchase plans or identify your employer. Skip questions outside your role.

Replace the bracketed supplier and category labels consistently in the introduction, questions and prompt. Keep unaided recall before the named-brand question. Use the same buyer-role screen, sample approach and wording in later waves. For tracking the same respondents over time, read the panel survey explanation before planning consent and follow-up.

Copy this prompt into an AI assistant to draft the questions. Review the draft, then build and customize the survey in SurveyLegend before sharing.

Separate respondents with purchasing influence from others. Report recall, familiarity and shortlist consideration as separate descriptive proportions with their denominators. Compare like-for-like waves only, account for changes in respondent mix and field dates, and avoid claiming campaign causality from this survey alone.

Bendixen, Bukasa and Abratt used a conjoint experiment with industrial purchasing decision-unit members in South Africa. Their university-hosted abstract reports that “price and delivery were more important” than brand in that setting. This motivates including concrete purchasing criteria alongside brand consideration; it does not supply a universal weighting or validate this original seven-item tracker. Source: Bendixen et al. (2004) .