Market research survey templates
Test ideas with the people who will buy them. These templates are written for purchased respondents as well as your own list, with sampling and reading notes so results hold up in a meeting.
- General research & polling · 2
- Consumer behaviour · 2
- Brand awareness & tracking · 2
- Ad & creative testing · 2
- Messaging & claims · 2
- Name & logo testing · 2
- Pricing research · 2
- Competitive analysis · 1
- Segmentation & personas · 2
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Market research (17)
General research & polling
Consumer behaviour
Brand awareness & tracking
- Brand awareness surveyUnaided and aided awareness, consideration and preference against competitors, written for repeat tracking.7 questions ~3 min
- Brand perception surveyWhat people associate with your brand, how it compares with alternatives, and where perception and reality differ.5 questions ~4 min
Ad & creative testing
Messaging & claims
Name & logo testing
Pricing research
- Price sensitivity (Van Westendorp)The four Van Westendorp questions that give you an acceptable price range and an optimal price point.5 questions ~2 min
- Pricing plan preferenceWhich of three plans customers would choose, which features justify a higher tier, and billing preferences.5 questions ~3 min
Competitive analysis
Segmentation & personas
- Market segmentation surveyNeeds, attitudes, behaviours and demographics in one survey, designed for clustering into personas.8 questions ~6 min
- Customer persona questionnaireThe jobs, goals, frustrations and influences behind a buyer persona, in a form existing customers can fill in.7 questions ~5 min
Market research survey questions, answered
How many responses do I need for market research?
For a directional read, 100–150 per group you want to compare. For a ±5% margin of error at 95% confidence, around 385 completes.
What is a screener question?
A question at the start that routes people who are not your target (for example, non-buyers of the category) to a polite end page so they do not dilute results.
What is the difference between aided and unaided awareness?
Unaided awareness asks respondents to name brands from memory; aided awareness shows a list and asks which they recognise. Unaided is the stronger measure.
How do I test two ads against each other?
Split respondents randomly, show each group one ad, ask identical questions, then compare. Showing both to everyone biases toward whichever came first.
How many messages can I test in one survey?
Up to six if each respondent rates all of them; beyond that, split into groups so fatigue does not punish the later messages.
How many names should I test?
Three to five. Fewer and you learn little; more and respondents stop discriminating between them.
What is the Van Westendorp price sensitivity meter?
Four questions asking at what price the product would be too cheap, a bargain, getting expensive and too expensive. Plotting the answers gives an acceptable price range and an optimal price point.
How do I survey customers about competitors?
Ask which alternatives they considered, what they chose and why, and how you compare on the attributes that drove the decision. Keep competitor names neutral and randomised.