Market research teams and product managers use this template to gather consumer insights about products, services, or market opportunities. The survey measures purchase behavior, brand perception, demographic preferences, and competitive positioning to inform strategic business decisions.
Product Awareness and Usage
1. How familiar are you with our product category?
- Extremely familiar
- Very familiar
- Somewhat familiar
- Slightly familiar
- Not at all familiar
2. Which brands in this category have you purchased in the past 12 months?
- Brand A
- Brand B
- Brand C
- Our brand
- Other (please specify)
3. How often do you purchase products in this category?
- Weekly
- Monthly
- Every 2-3 months
- Every 6 months
- Annually or less
4. What is your primary reason for purchasing products in this category?
- Personal use
- Gift for family/friends
- Business/professional needs
- Special occasions
- Other
Purchase Decision Factors
5. Rate the importance of price when making purchase decisions in this category.
- 1 = Not important at all
- 2 = Slightly important
- 3 = Moderately important
- 4 = Very important
- 5 = Extremely important
6. Which factor most influences your brand choice?
- Price
- Quality
- Brand reputation
- Product features
- Recommendations from others
7. How likely are you to recommend our brand to others on a scale of 1-10?
- 1 = Very unlikely
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
- 10 = Extremely likely
8. Do you typically research products online before purchasing?
- Yes, always
- Yes, sometimes
- No, rarely
- No, never
Brand Perception
9. How would you rate our brand’s value for money compared to competitors?
- Much better
- Somewhat better
- About the same
- Somewhat worse
- Much worse
10. Which words best describe our brand? (Select up to 3)
- Innovative
- Reliable
- Affordable
- Premium
- Trustworthy
11. Have you seen our advertising in the past 6 months?
- Yes
- No
- Unsure
12. Rate your overall satisfaction with our brand.
- Extremely satisfied
- Very satisfied
- Moderately satisfied
- Slightly satisfied
- Not satisfied at all
Market Trends and Preferences
13. How important are eco-friendly features when choosing products in this category?
- Extremely important
- Very important
- Moderately important
- Slightly important
- Not important at all
14. Where do you prefer to shop for products in this category?
- Online retailers
- Physical stores
- Brand websites
- Mobile apps
- Social media platforms
15. How much are you willing to spend on a premium version of this product type?
- Under $50
- $50-$100
- $100-$200
- $200-$500
- Over $500
16. What new feature would you most like to see in future products?
- Open text response
Competitive Analysis
17. Which competitor do you consider our main alternative?
- Competitor A
- Competitor B
- Competitor C
- No strong alternative
- Don’t know
18. How do you typically discover new brands in this category?
- Social media
- Online search
- Word of mouth
- Traditional advertising
- In-store browsing
Demographics and Segmentation
19. What is your age range?
- 18-24
- 25-34
- 35-44
- 45-54
- 55+
20. What additional improvements would you suggest for our products or services?
- Open text response
How to use this template
Deploy this market research survey during key business planning periods, typically quarterly or when launching new products. Send it via email to your existing customer database for highest response rates, aiming for 200-500 completed responses to ensure statistical significance. Consider offering a small incentive like a discount code or entry into a prize draw to boost participation rates above 15%. The survey takes approximately 8-10 minutes to complete, making it suitable for post-purchase follow-up emails sent 2-3 weeks after transaction completion. For broader market insights, distribute through social media channels or partner with survey panels to reach non-customers. Analyze responses by segmenting customers based on purchase frequency, demographics, and satisfaction scores. Use the competitive analysis data to identify market gaps and repositioning opportunities. The Net Promoter Score from question 7 serves as a key performance indicator for brand health tracking over time.
Recommended tools
Qualtrics
Qualtrics excels at complex market research with advanced logic branching and statistical analysis features that help segment responses by customer behavior patterns. The platform’s robust reporting dashboard makes it easy to identify trends across different demographic groups and export data for further analysis.
SurveyMonkey
SurveyMonkey offers excellent template customization and integrates seamlessly with email marketing platforms for efficient distribution to customer lists. Their audience panel feature allows you to supplement customer responses with broader market data from targeted demographics.
Pollfish
Pollfish specializes in reaching consumer audiences outside your existing customer base, making it ideal for competitive analysis and market expansion research. Their mobile-first approach captures younger demographics that traditional survey methods often miss.
