Using our self-serve platform, you can launch a brand research survey in minutes.

1. Decide what you want to find out (or use one of our survey templates).
2. Choose your ICP.
3. Get the full answers in ~48 hours.

"Brand awareness" often feels like a fluffy, immeasurable concept. It lives somewhere in the nebulous realm of "top-of-funnel," vaguely connected to future pipeline.

Try explaining that to a CFO who demands hard numbers, concrete ROI, and tangible proof that marketing isn't just burning cash.

How do I know if our brand investments are paying off?

The key goal for brand marketing is to get inside more consideration sets (awareness), and have more people like your brand (preference).

The best way to measure the impact is brand surveys.
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You survey your target buyers, and check for:
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• unaided recall (name all the companies you know to do/solve X)
• aided recall (out of the following list, which ones have you heard of)
• who's in their consideration sets to solve X problem (name all the brands you'd consider for doing X)
• who is your preferred brand among these?
• what is your opinion of brand Z (if you have one)?

Run these surveys every 6 to 12 months to see how your brand marketing efforts are influencing these numbers.

A 100-person B2B survey has a ±9.8% margin of error (MoE) at 95% confidence level. Is this directionally accurate? Absolutely.

If the total market is 1,000 companies, 100 respondents = 10% of the population (far more representative than in B2C).

A far more critical factor than population size is representativeness. If the sample of 100 respondents truly representative of your target market segment, it matters much less.

Even with a MoE of ~10%, you can still reliably identify strong trends and general directions.

For example:
- If 70% of your 100 respondents express interest in a new feature, the true population percentage is likely between 60% and 80%. You can confidently say there's strong interest.
- If only 20% express interest, the true percentage is likely between 10% and 30%. You can see that interest is weaker.

Also, each B2B participant often represents significant revenue potential (e.g., a single enterprise client worth $1M/year).

A well-designed survey targeting specific roles/industries (e.g., VPs of Marketing in Financial Services) yields more actionable insights than a generic, larger sample.