Brand Awareness Research
Measure who knows your brand — and who doesn’t.
Brand awareness research quantifies how familiar your target audiences are with your brand, products, or category positioning. It captures both spontaneous and aided awareness, offering clarity on where your brand sits in the minds of buyers and how visibility compares to competitors.
When to conduct
Brand Awareness Research
Conduct brand awareness research when launching new offerings, entering new markets, or optimizing marketing investment. It’s most valuable when understanding who knows you, how widely, and where visibility gaps are slowing demand.
What is
Brand Awareness Research
Brand awareness research measures the degree to which your brand is recognized and recalled by your target audience. It evaluates unprompted awareness (top-of-mind recall) and prompted awareness (recognition with cues) to give teams a true picture of visibility and attention in the market.
72%
of B2B buyers consider awareness an early driver of credibility — influencing whether they even get to preference or purchase evaluation. Measuring awareness helps teams understand visibility gaps, inform marketing strategy, and track the impact of awareness-building efforts over time.
Sample Research
Questions We Answer
Question 1:
How well does our brand register with the target audience?
Awareness research shows how easily the brand is recalled or recognized — illuminating gaps in visibility or strength in category memory.
49%
of target buyers spontaneously recall your brand when asked about solutions in your category.
63%
recognize your brand when prompted with your name or products.
Question 2:
Where are awareness gaps — and how do we close them?
By segmenting awareness across audiences and comparing to competitors, this research reveals where visibility is high and where it needs investment or repositioning.
38%
of strategic buyers are unfamiliar with your brand despite being core to your priority segments.
27%
of segment respondents recognize competitors more readily than your brand in unaided recall.
Why trust Emporia with your
Brand Awareness Research
See clearly who knows you — and who doesn’t.
Brand awareness provides the foundation for preference, engagement, and conversion — but measuring it reliably requires strong methodology and the right respondents. Emporia’s brand awareness research leverages verified B2B audiences and rigorous measurement to give teams an accurate picture of visibility in the market. We help organizations understand not just how much awareness exists, but where it’s strong, where it’s weak, and where efforts should be focused to build momentum.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
