Ipsos Encyclopedia - Prompted Awareness

Prompted Awareness (aka Aided Awareness) is the percentage of respondents who claim to have seen something (eg a brand or an advert) after having been shown some form of stimulus material.

Definition

​​Prompted Awareness (aka Aided Awareness) is the percentage of respondents who claim to have seen something (eg a brand or an advert) after having been shown some form of stimulus material. However, a stimulus is not used if the goal is to gauge current in-market awareness of brands, for example. In this situation, consumers are often presented with a list of category brands and asked to select all that they have heard of. The use of a list is what makes this exercise "prompted" or "aided." Unaided, in contrast, would not include a list, but rather, respondents would be asked to list out all of the brands that they can think of.

Media & Brand Communication