Standard questions to measure commonly used key performance indicators (KPI)

Recommended standard questions to measure your brand health continuously

It is important to continuously measure your brand health and performance compared to key competitors.

Below is a list of often use key performance indicators (KPIs) and standard questions for tracking these and how the metrics are calculated.

Syno data science team can support with setting up standard or customized reporting of KPIs and other data if needed, as well as coding of open answers.

Brand health metrics include:

• Conversion Funnel
• Top of Mind
• Spontaneous and Aided Awareness
• Consideration
• Preference
• Purchase
• Ad recall
• Share of voice
• NPS
• Ease of use

Standard questions

M1. Which [CATEGORY] brands do you know? OPEN END, 10 FIELDS

1ST FIELD IS MANDATORY, OTHER FIELDS ARE OPTIONAL

1. OPEN END
2. OPEN END
3. OPEN END
4. OPEN END
5. OPEN END
6. OPEN END
7. OPEN END
8. OPEN END
9. OPEN END
10. OPEN END

M2. Which of the following [CATEGORY] brands have you heard of? MULTI

1. Brand 1 
2. Brand 2
3. Brand 3
4. Brand 4
5. Brand 5
6. Brand 6
7. Brand 7
8. Brand 8
9. Brand 9

… 

99. None of these

ASK IF M2 IS NOT 99. SHOW ALL BRANDS SELECTED IN M2

M3. Which of the following [CATEGORY] brands would you consider buying? MULTI

1. Brand 1 
2. Brand 2
3. Brand 3
4. Brand 4
5. Brand 5
6. Brand 6
7. Brand 7
8. Brand 8
9. Brand 9

… 

999. None of these

ASK IF M2 IS NOT 99 AND M3 IS NOT 999. SHOW ALL BRANDS SELECTED IN M3

M4. Which of the following [CATEGORY] brands do you prefer? MULTI

1. Brand 1 
2. Brand 2
3. Brand 3
4. Brand 4
5. Brand 5
6. Brand 6
7. Brand 7
8. Brand 8
9. Brand 9

… 

9999. None of these

ASK IF M2 IS NOT 99. SHOW ALL BRANDS SELECTED IN M2

M5. Which of the following [CATEGORY] brands have you bought in the last 3 months? MULTI

1. Brand 1 
2. Brand 2
3. Brand 3
4. Brand 4
5. Brand 5
6. Brand 6
7. Brand 7
8. Brand 8
9. Brand 9

… 

999. None of these

ASK IF M2 IS NOT 99. SHOW ALL BRANDS SELECTED IN M2

M6. Which of the following [CATEGORY] brands have you seen advertised in the last 30 days? MULTI

1. Brand 1
2. Brand 2
3. Brand 3
4. Brand 4
5. Brand 5
6. Brand 6
7. Brand 7
8. Brand 8
9. Brand 9

… 

999. None of these

OPTIONAL QUESTION FOR FOR COMPANIES

ASK IF 2 IS NOT 99 AND M5 IS NOT 999. SHOW ALL BRANDS SELECTED IN M5

M7. On a scale of 0 to 10, how likely are you to recommend this brand to a friend or colleague? ONE ANSWER PER ROW

SHOW BRANDS SELECTED IN M5

	0 - Not likely at all	1	2	3	4	5	6	7	8	9	10 - Very likely
1. Brand 1	1	2	3	4	5	6	7	8	9	10	11
2. Brand 2	1	2	3	4	5	6	7	8	9	10	11
3. Brand 3	1	2	3	4	5	6	7	8	9	10	11
4. Brand 4	1	2	3	4	5	6	7	8	9	10	11
5. Brand 5	1	2	3	4	5	6	7	8	9	10	11
...	1	2	3	4	5	6	7	8	9	10	11

OPTIONAL QUESTION FOR CATEGORIES THAT OFFER SERVICES

ASK IF 2 IS NOT 99 AND M5 IS NOT 999. SHOW ALL BRANDS SELECTED IN M5

M8. How easy or difficult is it for you to use the services/products of these brands? ONE ANSWER PER ROW

ASK IF M5 IS NOT 99. SHOW ALL BRANDS SELECTED IN M5

	1 - Very difficult	2	3	4	5 - Very easy
1. Brand 1	1	2	3	4	5
2. Brand 2	1	2	3	4	5
3. Brand 3	1	2	3	4	5
4. Brand 4	1	2	3	4	5
5. Brand 5	1	2	3	4	5
...	1	2	3	4	5

The definitions

Metric	Purpose	Question code	Calculation
Top of mind awareness	Identifies the brand that first comes to a user's mind.  This is very strongly correlated with preference and brand picked when choosing one at the moment of purchase.	M1.1	Number of times a brand mentioned in the first field, divided by the total sample size
Total spontaneous awareness	Identifies which brands are in a user's mind.  This is closely correlated with consideration including most brands that a user would consider to buy.	M1.1 - M1.10	Number of times a brand mentioned in any of the 10 fields, divided by the total sample size
Aided awareness	This gives a more total list of brands that a user is aware of covering also those that are not in mind by showing the full list to select from. If the list is too long, a user will only mark those that they are more aware of.	M2	Each brand total frequency divided by the total sample size
Consideration	This gives a more total list of brands that a user would consider but will also include brands less likely to be picked at the moment of purchase.	M3	Each brand total frequency divided by the total sample size
Preference	This gives the brand preferred and most likely to be picked at the moment of purchase and strongly correlates with what brand first comes to mind.	M4	Each brand total frequency divided by the total sample size
Purchase	This gives the list of brands that a user has experienced usage of during the last 3 months. The period can be adjusted depending on the frequency of purchase in the relevant category to optimize recent experience fresh in mind and how many that can evaluate each brand.	M5	Each brand total frequency divided by the total sample size
Media recall	This gives the share of the target audience that recalls seeing communication from the brand and competitors. This can be compared to advertising spend during the period to estimate effectiveness of advertising and to give a comparison of activity compared to competitors.	M6	Each brand total frequency divided by the total sample size
Net promoter score (NPS)	The NPS score gives an indication on how favorable users are towards a brand.  A negative score means that a brand needs improvement and a score above 0 is in general considered an ok result.	M7	For each brand: % of promoters (marked 9 or 10) minus  % of detractors (marked from 0 to 6). The score is between -100 and 100
Ease of use (EOU)	This score has been proven to correlate well with return purchases and low customer churn and is more strongly correlated with own purchases and action compared to the NPS score.	M8	For each brand: number of respondents that marked 4 or 5, divided by number of respondents that purchased the brand (M5)