Unaided Awareness

Need some help regarding a client for a school project.

Goal of unaided awareness is 30% within 3 years. I have three main questions.

  1. how to find a baseline (we did surveys, and compiled the data), but we feel this number is off/ too low.
  2. How to compare with industry standards.
  3. What is a typical growth rate for unaided awareness to increase

Thank you,