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Brand awareness research services and capabilities

It’s impossible to measure and fully evaluate the effectiveness of brand awareness activities without robust brand awareness research. Lead volume and revenue statistics give you the bald facts of one part of the outcome. But you need robust research to get actionable insights about your clients real interactions with your brand. This informs strategic decisions related to advertising, communication, product positioning and market expansion. 

You need to know how familiar your clients and prospects are with your brand. Do they recognize it and what associations are attached to your brand? Are these the attributes you intend to be part of your brand identity? Brand awareness research gets into the minds of your target audience, initially giving you a benchmark of how your brand is perceived. Participating in regular brand awareness studies over time helps you track the strength of your brand’s presence in the market and show you the effectiveness of your brand awareness campaigns. 

Your whole organization can use your brand awareness research insights, for example:

  • Identify opportunities for partnerships and collaborations with other brands in your space
  • Benchmark overall brand awareness campaigns 
  • Help determine how new product offerings align with existing brand perception before product launch
  • Create more valuable brand personas by seeing how individual personas perceive your brand differently – even if they’re in the same buying team – and tailoring your targeted marketing accordingly
  • Marketing and sales assets have more consistent, refined messaging because teams are more able to understand the thoughts and feelings of their target audiences. 
  • Evaluate the success and the ROI of your brand awareness campaigns with reliable data that goes beyond revenue figures
  • See where your brand sits among your competitors through the eyes of your clients and prospects – spot where you can stand out from the crowd 
  • Track your brand awareness over time to ensure a strong brand identity and increased brand equity

Brand tracking

Brand equity research

Brand sentiment analysis

Advertising effectiveness

Customer satisfaction research

Competitive landscape research

Brand awareness research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?

What is brand awareness research?

brand awareness research

Benefits of brand awareness research

Brand awareness research gives you the custom findings you need to build a successful brand awareness strategy. People buy from people and companies they trust. But you can’t trust something you don’t know. Your brand is your business identity. Brand awareness research isn’t just ‘Do they recognize our logo?’ The insights reveal the perceptions people hold about your brand.

Enhanced Brand Visibility

One of the primary benefits of brand awareness research is improved visibility. By understanding how well your brand is recognized and recalled by consumers, you can fine-tune your strategies to ensure your brand is consistently in the spotlight. Increased visibility translates to more opportunities for engagement and conversion.

Competitive Edge

In a crowded marketplace, standing out is crucial. Brand awareness research helps you assess how your brand compares to competitors. It allows you to identify gaps in awareness and positioning, enabling you to differentiate your brand effectively and gain a competitive edge.

Targeted Marketing

Armed with insights from brand awareness research, businesses can tailor their marketing efforts more precisely. You’ll know which demographics are most aware of your brand and which require more attention. This leads to more efficient resource allocation and better results.

Brand Consistency

Consistency is key to building a strong brand identity. Brand awareness research ensures that consumers consistently recognize and associate your brand with specific values, qualities, or emotions. This uniformity across touchpoints fosters trust and loyalty.

Improved Decision-Making

Making informed decisions is the bedrock of successful marketing strategies. Brand awareness research provides data-driven insights that empower businesses to make decisions based on real consumer perceptions rather than assumptions.

Refinement of Messaging

Through brand awareness research, you gain clarity on the aspects of your brand that resonate most with consumers. This knowledge helps refine your messaging, ensuring it aligns with what your target audience values most about your brand.

Long-Term Brand Equity

Building brand equity is a long-term endeavor. Consistent brand awareness research allows you to monitor your brand’s progress over time, helping you shape a brand that not only survives but thrives in the ever-evolving market.

Risk Mitigation

Identifying weaknesses or negative associations with your brand early on is essential for risk mitigation. Brand awareness research can help detect potential issues before they escalate, allowing you to address them proactively.

Efficient Resource Allocation

Knowing where your brand stands in terms of awareness and perception enables you to allocate resources wisely. You can focus efforts on areas that need improvement while reducing spending on well-established brand elements.

Brand recognition vs brand recall

attitudinal research

When to perform brand awareness research

B2B market intelligence

Factors for performing brand awareness research

brand awareness research

How to measure brand awareness


Brand awareness survey question examples

Your NewtonX brand awareness survey questions will be tailored to answer your overarching business question. A small example includes: 

When you think of industry/product/service, what brands come to mind?

How familiar are you with our products or services?

What aspects of the brands you purchase drive your decision?

What factors matter to you in the consideration of the brands you might buy?

If you were to tell someone about our brand, what would you say?

Has your opinion of our brand changed over the last few months?

How likely are you to recommend our brand to someone else?


20 B2B Brand Awareness Survey Questions That Improve Strategic Planning

Asking the key brand awareness survey questions will help you assess where you stand on this crucial marketing metric.

The Value of Building B2B Brand Awareness

How do you build, increase, and measure brand awareness in B2B industries? Read more about the value and insights you can gather by measuring awareness.

The right brand perception survey questions boost your marketing ROI

In B2B branding, brand perceptions are what your target audience, customers, and prospects—and to some extent, your employees—think about your brand.

Take it from the world’s leading companies.

NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar
Insights Executive with 15+ years of experience (Salesforce, Tableau, Microsoft)

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris Senior Customer Research & Insights Manager

Got your next question in mind?

NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.