Brand Health Metrics | Impulse CPG

Overview

This template is designed for fast-moving, low-involvement categories such as food, beverages, confectionery, and personal care products.

In these categories, consumer behavior is typically habitual and spontaneous. Brands are bought frequently, often without deep deliberation.

Metrics	Questionnaire
Spontaneous/Unaided Brand Awareness Prompted Brand Awareness Brand Attributes Primer Brand Attribute Association Brand Usage Brand Consideration Brand Barriers Brand Appeal Brand Favorite Brand Substitutability Brand Uniqueness Prompt Ad Awareness Touchpoint Recall Category Purchase Drivers Category Purchase Frequency Past Purchase Channel Category Agreement Statements Custom Questions: + max 5 of your choice added at the set-up stage.	Thinking about [category name], please list all the brands that come to mind. Which of the following [category name] brands have you heard of before today? Next, you will see some statements that people have linked to brands of [category name]. Please review each statement and indicate which, if any, of the listed brands you associate with that statement. You can select as many or as few brands as you like. It does not matter if you have actual experience with that particular brand or not; it is your opinion we are interested in. Which of these brands do you link with the statement below? Remember that you can select as many or as few as you like, or none of these, if none are relevant to the statement. Which of the following brands did you buy in the [category timeframe]. Thinking about the next few months, how likely are you to buy each of the following brands when you’re choosing [category name]? For which, if any, of the following reasons might you not consider these brands? Overall how much do you like each of these brands? Which of these [category name] brands would you say is your favorite? If your favorite brand was not available, which of these might you buy instead, if any? How unique or different are each of the following brands from others? Which of the following brands of [category name] have you seen, heard or come across in advertising, promotions or other communications recently? Where do you think you came across or heard about these [category name] brands recently? Below is a list of statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you when you buy [category name]. In the last 3 months, how often do you buy [category name]? How or where do you typically buy [category name]? When thinking about [category name] to what extent do you agree with each of the following statements?

Metrics

Questionnaire

Spontaneous/Unaided Brand Awareness
Prompted Brand Awareness
Brand Attributes Primer
Brand Attribute Association
Brand Usage
Brand Consideration
Brand Barriers
Brand Appeal
Brand Favorite
Brand Substitutability
Brand Uniqueness
Prompt Ad Awareness
Touchpoint Recall
Category Purchase Drivers
Category Purchase Frequency
Past Purchase Channel
Category Agreement Statements

Custom Questions: + max 5 of your choice added at the set-up stage.

Thinking about [category name], please list all the brands that come to mind.
Which of the following [category name] brands have you heard of before today?
Next, you will see some statements that people have linked to brands of [category name]. Please review each statement and indicate which, if any, of the listed brands you associate with that statement. You can select as many or as few brands as you like. It does not matter if you have actual experience with that particular brand or not; it is your opinion we are interested in.
Which of these brands do you link with the statement below? Remember that you can select as many or as few as you like, or none of these, if none are relevant to the statement.
Which of the following brands did you buy in the [category timeframe].
Thinking about the next few months, how likely are you to buy each of the following brands when you’re choosing [category name]?
For which, if any, of the following reasons might you not consider these brands?
Overall how much do you like each of these brands?
Which of these [category name] brands would you say is your favorite?
If your favorite brand was not available, which of these might you buy instead, if any?
How unique or different are each of the following brands from others?
Which of the following brands of [category name] have you seen, heard or come across in advertising, promotions or other communications recently?
Where do you think you came across or heard about these [category name] brands recently?
Below is a list of statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you when you buy [category name].
In the last 3 months, how often do you buy [category name]?
How or where do you typically buy [category name]?
When thinking about [category name] to what extent do you agree with each of the following statements?

Core Brand Metrics

Spontaneous / Unaided Brand Awareness

Measures which brands come to mind first when consumers think about the category. This reflects spontaneous brand salience; how easily a brand surfaces in memory without prompting.

Unaided awareness is a strong indicator of mental availability but not its entirety, since mental availability also depends on the range of buying situations and needs where the brand comes to mind

Prompted Brand Awareness

Captures recognition once a list of brands is shown. Along with unaided awareness, this shows the brand’s reach in memory and whether people recognize it when cued.

You can track up to 15 brands, which are then used throughout the survey.

Category Entry Point / Attribute Association

Respondents link brands to Category Entry Points (CEPs) or simple need-based statements and attributes.

This measure maps the contexts and situations that bring each brand to mind - forming the foundation of mental availability and mental equity. The more diverse the associations, the greater the likelihood the brand will be thought of across many buying occasions.

You can track up to 15 Category Entry Points.

Mental Market Share (derived from Category Entry Point / Attribute Association)

From Category Entry Point / Attribute Association, we calculate Mental Market Share — the proportion of all category entry point associations in the market that belong to each brand.

While traditional market share measures what is purchased, MMS measures what is thought of. It indicates a brand’s relative mental footprint within the category.

Tracking MMS over time allows users to see whether mental penetration is expanding or shrinking, and whether marketing activity is helping the brand come to mind in more buying situations, not just by more people and therefore the likelihood to grow.

Brand Usage Frequency

Tracks how often each brand is bought or used. It reflects physical availability and the brand’s penetration and repeat purchase rate - both key outcomes of sustained salience and accessibility.

Brand Consideration

Measures how likely consumers are to buy a brand in their upcoming purchase occasions.

It bridges mental and behavioral measures, showing whether a brand is not just known but also thought relevant and acceptable for future choice.

Brand Barriers

Identifies the main reasons consumers do not consider a brand. From practical constraints (price, availability) to perceptual issues (“not for me,” “poor quality”). Addressing these helps remove friction and expand your brand’s reachable customer base.

You can track up to 10 Brand Barriers.

Brand Appeal

Captures general liking or favorability towards the brand. In low-involvement categories, appeal tends to reflect familiarity and habit more than deep emotional preference, but it provides an intuitive gauge of overall brand sentiment.

Brand Favorite

Identifies the single preferred brand in the category. This provides a clear view of brand primacy and perceived leadership, complementing frequency and consideration measures.

Brand Substitutability

Asks what alternatives people would choose if their usual brand were unavailable. Low substitutability signals habitual loyalty or distinctiveness, while high substitutability suggests a more interchangeable position within the repertoire.

This measure may also help reveal the competitive set within the competitive set and a brand’s truest rivals.

Brand Uniqueness

Assesses whether each brand is seen as distinctive or different from others. Distinctiveness underpins mental availability by helping the brand stand out and be noticed quickly in competitive buying contexts.

Brand Touchpoint Recall

Measures which brands have been noticed in advertising or promotions recently. This indicates share of voice in memory, helping link marketing activity to refreshed brand salience. It is not a direct measure of effectiveness, but of mental presence created through exposure.

Touchpoint Exposure

Captures where people remember encountering brand communications - across social, digital, in-store, outdoor, and interpersonal contexts. It helps diagnose which routes to memory activation are currently most visible and which channels reinforce the brand’s presence most effectively.

Category Metrics

Category Entry Point Importance

Respondents select which Category Entry Points (CEPs) or simple need-based statements and attributes most influence their brand choice. These represent the category’s dominant entry points, the frames of reference within which brands must compete to be recalled, and provide valuable context to associations captured at a Brand level.

Category Purchase Frequency

Tracks how often people buy within the category overall. Understanding category-level frequency provides context for interpreting brand usage changes, indicating whether growth is brand-specific or category-wide.

Past Purchase Channel

Identifies where purchases typically occur (e.g. supermarkets, convenience stores, online). This reveals how consumers physically access the category and helps align distribution and shopper marketing strategies with real behaviour.

You can track up to 10 Purchase Channels.

Category Agreement Statements

This short attitudinal battery captures how consumers typically approach buying within impulse categories. They do not measure brand performance directly but provide a behavioral backdrop against which brand KPIs can be interpreted.

"I don’t plan much — I just grab whatever feels right in the moment."	Captures impulsivity and low deliberation, helping users understand how spontaneous the category is and how important short-term mental availability cues (visibility, packaging, in-store presence) may be.
"I like switching between different brands rather than sticking to just one."	Reflects repertoire behaviour, showing whether the category is dominated by variety seekers or loyalists. High agreement supports the Ehrenberg-Bass expectation that most buyers buy multiple brands.
"I often pick something as a treat or reward for myself."	Measures the emotional and hedonic role of the category and helps contextualize the importance of brand appeal in the category.
"I look out for deals or promotions before deciding what to buy."	Indicates price and value sensitivity, shedding light on whether promotions and point-of-sale activations drive purchase shifts rather than deeper brand attachment.