Online Tool Store
Brand Awareness Survey Scorer
Enter your survey's unaided and aided recall counts to get percentage scores and the awareness gap between them. Runs entirely in your browser.
This works right here on your device — nothing gets sent out.
Example
Brand Awareness Survey Scorer
Sample: 120 responses, unaided + aided recall
Example shown — replace it with your own survey counts.
Unaided recall
18 / 120
Aided recall
64 / 120
Result
How it works
- Enter your unaided recall count and total responses.
- Enter your aided recall count.
- Get percentage scores and the awareness gap.
The method
Recall counts are converted to percentages of total responses, then compared to show the gap between top-of-mind and prompted brand awareness.
FAQ
What's the difference between unaided and aided recall?
Unaided recall asks respondents to name brands from memory with no prompting, showing top-of-mind awareness; aided recall shows a list and asks which brands they recognize, showing broader familiarity.
Why does the gap between them matter?
A large gap between aided and unaided recall suggests people recognize your brand when prompted but it isn't top-of-mind — often a signal to invest more in memorability, not just reach.
Does this replace a full market research report?
No — this scores the numbers you already collected; the survey design and data collection are still up to you.
How we compare
| Feature | Online Tool Store | Manual spreadsheet scoring | Full market research platform |
|---|---|---|---|
| No software install | Yes | Yes | No |
| Quick to start | Yes | Slow | Setup required |
| Free to use | Yes | Free | Often paid |
For a quick score on survey results you already have, this beats setting up spreadsheet formulas from scratch.