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BPNL-001

Core DNA survey design v1.0

COMPLEX

Complexity

2 | Standard

IconsRF2

time estimate

30-45 minutes

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status

Active

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entry point

Build

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LOIS BENCHMARK

When to Use

Designing surveys that gather input for brand positioning work, ensuring questions map directly to playbook outputs.

Tags

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The Prompt

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I need to design a Core DNA survey for [CLIENT]’s brand positioning project.

 

**Survey context:**

 

– Audience: [Internal stakeholders / Customers / Both]

 

– Number of respondents expected: [Estimate]

 

– Survey length target: [X minutes / X questions]

 

– Key outputs this will inform: [Positioning statement, message map, brand story, etc.]

 

—

 

**QUESTION-TO-OUTPUT MAPPING**

 

| Playbook Section | Information Needed | Survey Question(s) |

 

|——————|——————-|——————-|

 

| Positioning statement | Unique value, differentiation | [Questions here] |

 

| Message map | Key messages, proof points | [Questions here] |

 

| Brand story | Origin, journey, vision | [Questions here] |

 

| Voice/tone | Personality attributes | [Questions here] |

 

—

 

**SURVEY STRUCTURE**

 

**Section 1: Company/Brand Perception**

 

[3-5 questions exploring how respondents perceive the brand today]

 

  1. In one sentence, how would you describe [CLIENT] to someone unfamiliar with the company?

 

  1. What three words best describe [CLIENT]’s personality?

 

  1. What does [CLIENT] do better than anyone else?

 

  1. [Additional questions based on needs]

 

**Section 2: Competitive Differentiation**

 

[3-5 questions exploring positioning vs. alternatives]

 

  1. When evaluating [CLIENT] against alternatives, what stands out?

 

  1. What would be lost if [CLIENT] didn’t exist?

 

  1. [Additional questions]

 

**Section 3: Customer/Stakeholder Value**

 

[3-5 questions exploring value delivery]

 

  1. What problem does [CLIENT] solve for [customers/stakeholders]?

 

  1. How would you describe the ideal outcome of working with [CLIENT]?

 

  1. [Additional questions]

 

**Section 4: Future Vision**

 

[2-3 questions exploring aspirational positioning]

 

  1. Where do you see [CLIENT] in 3-5 years?

 

  1. What should [CLIENT] be known for?

 

**Section 5: Open Response**

 

[1-2 open-ended questions]

 

  1. Is there anything else we should know about [CLIENT]’s brand or positioning?

 

—

 

**QUESTION TYPES BY PURPOSE**

 

| Purpose | Question Type | Example |

 

|———|—————|———|

 

| Convergence | Ranking, forced choice | “Rank these attributes 1-5” |

 

| Exploration | Open response | “Describe in your own words…” |

 

| Validation | Agreement scale | “Rate your agreement 1-5” |

 

| Prioritization | Allocation | “Distribute 100 points across…” |