Brand Health Metrics | Telco and Essential Services

Overview

This template is designed for high-involvement, subscription-based, or service categories such as telecommunications, utilities, financial services, insurance, and healthcare plans.

These markets are defined by infrequent switching, contractual lock-in, and habitual usage.

Metrics	Questionnaire
Spontaneous/Unaided Brand Awareness Prompted Brand Awareness Brand Category Entry Point (Attribute/Image) Association Brand Usage Length of Time Usage Retention Likelihood to Recommend Previous Brand Usage Brand Consideration Brand Barriers Brand Trust Reason for Satisfaction Touchpoint Recall Prompted Ad/Communications Awareness Importance of Category Entry Points Past Purchase Channel Time to Next Purchase Category Feeling 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] have you heard of before today? Next, you will see some statements that describe situations or reasons why people might choose or think about [category name]. Please review each statement and indicate which, if any, of the listed [category name] you associate with that statement. You can select as many or as few [category name] as you like. You can select brands you know from personal experience, or those you simply think are known for this. Which of these [category name] 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 [category name] do you use, if any? How long have you been a customer of these [category name]? How likely are you to stay with or switch from each of these brands in the next 12 months? How likely are you to recommend the brands you use to a friend or colleague? Which other [category name] if any, have you used in the past? How likely are you to choose each of these brands as your [category name] in the next 12 months? For which, if any, of the following reasons might you not consider these brands in the future? How much do you trust each of these brands to act in your best interests as a [category name]? Which of the following aspects of service from the brands you use are you satisfied with (if any)? Which of the following [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] 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 choose a [category name]. How or where did you choose a [category name] last time? When do you think you are most likely to choose a [category name] next? When thinking about [category name] to what extent do you agree with each of the following statements? In your own words, please tell us about your most recent experience with your main [category name].

Metrics

Questionnaire

Spontaneous/Unaided Brand Awareness
Prompted Brand Awareness
Brand Category Entry Point (Attribute/Image) Association
Brand Usage
Length of Time Usage
Retention
Likelihood to Recommend
Previous Brand Usage
Brand Consideration
Brand Barriers
Brand Trust
Reason for Satisfaction
Touchpoint Recall
Prompted Ad/Communications Awareness
Importance of Category Entry Points
Past Purchase Channel
Time to Next Purchase
Category Feeling 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] have you heard of before today?
Next, you will see some statements that describe situations or reasons why people might choose or think about [category name]. Please review each statement and indicate which, if any, of the listed [category name] you associate with that statement. You can select as many or as few [category name] as you like. You can select brands you know from personal experience, or those you simply think are known for this.
Which of these [category name] 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 [category name] do you use, if any?
How long have you been a customer of these [category name]?
How likely are you to stay with or switch from each of these brands in the next 12 months?
How likely are you to recommend the brands you use to a friend or colleague?
Which other [category name] if any, have you used in the past?
How likely are you to choose each of these brands as your [category name] in the next 12 months?
For which, if any, of the following reasons might you not consider these brands in the future?
How much do you trust each of these brands to act in your best interests as a [category name]?
Which of the following aspects of service from the brands you use are you satisfied with (if any)?
Which of the following [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] 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 choose a [category name].
How or where did you choose a [category name] last time?
When do you think you are most likely to choose a [category name] next?
When thinking about [category name] to what extent do you agree with each of the following statements?
In your own words, please tell us about your most recent experience with your main [category name].

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. Together 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.

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

Asks which provider the respondent currently uses. This forms the basis for all relationship metrics - it identifies active customer bases, essential for analyzing retention, satisfaction, and advocacy.

Length of Time Usage

Captures how long respondents have been with each provider. Duration provides a valuable measure of customer tenure, which correlates with satisfaction, inertia, and perceived reliability.

Longer tenure often signals trust and low switching intent, while short tenure may indicate recent acquisition or higher churn risk.

Retention

Assesses how likely current customers are to stay with their existing provider. It’s a forward-looking indicator of brand stability and loyalty in subscription categories. High retention reflects low defection pressure.

This measure (NPS-style) captures how likely customers are to recommend their provider to others. It’s a proxy for advocacy strength and complements retention by indicating the emotional quality of the customer relationship.

Previous Brand Usage

Captures which other providers respondents have used in the past. It reveals churn patterns and competitive movement within the category, especially useful for understanding migration between major providers.

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 the brand’s reachable customer base.

You can track up to 10 Brand Barriers.

Brand Trust

Measures confidence in the brand to deliver fairly, reliably, and securely. Trust underpins every other service metric: it is both a precondition for consideration and a reinforcer of loyalty, making it a cornerstone KPI for these relationship-based categories.

Reason for Satisfaction

Explores what drives satisfaction among current customers - e.g. quality of service, customer support, reliability, price, or ease of use. This provides actionable insights into what sustains retention and advocacy, and where service improvements will have the greatest impact.

You can track up to 10 Satisfaction reasons.

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 identify which touchpoints are most effective for refreshing salience and trust in a typically low-interest environment.

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.

Past Purchase Channel

Captures where or how consumers signed up or compared providers via brand websites, comparison sites, retail outlets, or brokers. It informs channel strategy.

You can track up to 10 Purchase Channels

Time to Next Purchase

Asks when respondents expect their next opportunity to review, renew, or switch provider. This helps identify upcoming churn windows and observe consideration patterns at different stages of the purchase cycle.

Category Agreement Statements

These statements describe the inertia, trust, and value dynamics typical of service provider categories. They help interpret retention and consideration data by showing why customers stay or leave.

I don’t like switching providers unless I absolutely have to.	Reflects switching resistance and effort aversion, common in complex or essential services.
I tend to stay with the same provider for a long time.	Captures habitual loyalty and satisfaction, showing how deeply established customer relationships can sustain market share.
I would be open to switching if it saved me money.	Reveals price elasticity within the category - the key trigger that can overcome inertia or satisfaction.