Spontaneous awareness

« Back to Glossary Index

Spontaneous awareness indicates the percentage of people who quote a brand name spontaneously. They do not benefit from any external help or influence.

To find out the spontaneous awareness of a brand, the interviewer generally asks questions such as
– Can you tell me the name of a brand present in this market?
– What brands of washing machines (or other products) do you know?
– What are the brands of distributors of … that you know?

The progression of spontaneous awareness generally makes it possible to see the effectiveness of advertising investments. By definition, the spontaneous awareness rate must always be below the assisted awareness rate.