Marketing / Brand
Brand Awareness aided (prompted) vs unaided (spontaneous) vs top-of-mind
How many people know your brand exists, with or without a prompt.
The fork, why two teams get different numbers
UNAIDED (spontaneous) awareness asks an open question ("name insurance brands you know") and counts brands recalled with no prompt, hard to earn, a strong signal.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: ANA / market-research convention (reference) · brand-tracking survey methodology (reference)