How to create a pivot table to represent categorical text?

I recognise that james231660 's query requires a pivot table solution.  Despite that, I chose to examine the problem with a view to using an Excel 365 formula.  I could follow Riny_van_Eekelen  and flatten the data (TOCOL) before pivoting it (PIVOTBY).  However, because array formulas can often work directly with data held as a cross-tab, I reverted to COUNTIFS to perform the conditional aggregation. 

= LET(
    COUNTIFλ, LAMBDA(response, LAMBDA(product, COUNTIFS(product, response))),
    aware,    BYCOL(Table1, COUNTIFλ("Aware")),
    unaware,  BYCOL(Table1, COUNTIFλ("Not Aware")),
    TRANSPOSE(VSTACK(Table1[#Headers], aware, unaware))
  )

I chose to define the Curried Lambda function, COUNTIFλ, rather than using separate LAMBDA/COUNTIFS for 'aware' and 'unaware'.