Measured as a percentage, aided awareness is when respondents are only able to remember having seen something (e.g. a brand or an ad) after they have been shown some form of stimulus material.
This may or may not be part of the “Ladder” questioning technique. Many interviews or focus groups may start with asking respondents to list the brands they can think of in a particular category, followed by presenting the respondent with a list of brands and seeing which ones they recognize with prompting. When used with ads, this might involve asking if the respondent has seen ads for a particular brand, followed by showing them an ad and asking if they recognize it.
Synonyms: Prompted Awareness