Survey · Marketing
Consumer preference survey template
Goes past 'what do you like' to the choices that shape a product: a ranking of priorities, a grid that separates nice-to-haves from deal-breakers, and direct trade-off questions on price and sustainability. People who wouldn't switch from their current brand are asked what keeps them loyal, and everyone else describes the product they'd switch for.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
We're designing something new and want it to fit how you actually choose. A few quick questions.
How often do you buy or use this kind of product?
Which brand or product do you use most at the moment?
Rank these from most to least important when you choose.
How much does each of these matter to you?
If you had to choose, which would you buy?
How willing are you to pay a little more for a version that's better for the environment?
What would make you switch from what you use now?
Describe the product you'd switch for. What would it do that yours doesn't?
What keeps you with your current choice?
Is there anything that would put you off a product like this straight away?
Which age group are you in?
Ends with
Thank you, that's really useful
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Short text
Ranking
Matrix
Single select
Opinion scale
Single select
Long text
Long text
Long text
Single select
What this template uses
- Single select
- Short text
- Ranking
- Matrix
- Opinion scale
- Long text
- 1 branch
Questions to consider
- Which product or category is this about, and should the first question name it?
- Which features are you genuinely undecided about, and are they in the ranking?
- Which trade-off keeps coming up in your team's debates, such as price against durability?
- Do you need answers from current buyers only, or from people who use a competitor?
How to use the responses
Look at the ranking and the deal-breaker grid together: a feature ranked low but marked as a deal-breaker by a group of people is one you can't drop. Compare the trade-off answers by how often people buy, since frequent buyers often weigh price and quality differently. Read the switch-for answers as a brief for your product, and the loyalty answers as the bar you have to clear to win someone over.
How to customize and share it
- 1Name your product category in the greeting and the first question, and replace the ranking items with the features you're choosing between.
- 2Change the trade-off question to the real decision on your table, such as size against price.
- 3Share the link with your audience or a research panel, then compare groups in the dashboard or export the answers to CSV.
Frequently asked questions
What is a consumer preference survey?
It asks your audience which features, qualities and trade-offs matter to them when they choose a product. It helps you decide what to build, what to emphasise and what to leave out.
What is the difference between consumer preferences and consumer behavior?
Preferences are what people say they want. Behavior is what they actually do. Stated preferences are a good guide, but test big decisions against real purchases where you can.
Why use a ranking question in a preference survey?
Rating scales let people mark everything as important. A ranking forces a choice, which shows you what matters most when something has to give.
How many questions should a consumer preference survey have?
About ten is plenty. This template stays short by asking people who wouldn't switch brands about loyalty instead of the product they'd switch for.