Marketing Survey Templates
Twelve ready-to-run surveys for pricing, market research, concept tests, segmentation and buying intent. Every template opens as a live survey you can read before you field it.
- 12 templates
- 8 to 10 questions each
- 112 questions in total
- Free, no account needed
Twelve marketing surveys, grouped by the decision each one settles: what a market will pay, whether a concept has a buyer, which segment to build for, and what people actually bought last time. Every card opens the real survey, so you can read the full question set and the answer scales without an account or an email address. Open any of these in the SuperSurvey survey maker to swap in your own product names and price points before you field it. If you want the wider library first, browse every survey template.
Which Marketing Survey Should You Run?
Start from the decision, not the survey name. Question counts and completion times are measured from the templates themselves, and every one opens as a live survey you can read first.
| You need to decide | Survey type | When to run it | Length | Mode | Template |
|---|---|---|---|---|---|
| What price the market will actually bear | Willingness to pay | Before you publish a price | 10 q, 7 min | Anonymous | Willingness to Pay Survey |
| Whether your current price still reads as fair | Price evaluation | At renewal, or after a price change | 9 q, 5 min | Confidential | Price Evaluation Survey |
| Which tier or bundle to put in front of buyers | Pricing and packaging | Before a packaging change | 10 q, 7 min | Anonymous | Pricing Survey |
| Whether a new idea has a real buyer | Feasibility check | Before you build | 10 q, 6 min | Confidential | Market Feasibility Survey |
| Whether what you shipped fits the market | Product market research | 30 to 90 days after launch | 10 q, 7 min | Confidential | Market Research Survey |
| Who belongs in a research session | Screener and post-session | Before you recruit | 9 q, 5 min | Identified | Focus Group Survey |
| Which of several names to launch with | Name test | Before the trademark filing | 8 q, 6 min | Anonymous | Brand Name Survey |
| Whether the store experience matches the brand | Mystery shop audit | Quarterly, per location | 8 q, 6 min | Identified | Mystery Shopping Survey |
| What job people hired your product to do | Jobs to be done | After a win or a cancellation | 9 q, 5 min | Identified | Jobs to Be Done Survey |
| How much of category spend you already own | Share of wallet | Quarterly | 10 q, 7 min | Anonymous | Share of Wallet Survey |
| Who is close to buying, and what is blocking them | Buying intent | On pricing and demo pages | 10 q, 6 min | Identified | Buying Intentions Survey |
| How the category really shops | Purchase behavior | Yearly, or before a channel bet | 9 q, 5 min | Anonymous | Consumer Purchasing Habits Survey |
Market Research Survey Templates
These three answer different questions about the same market. Market Feasibility runs before you build, when the only thing you have is an idea and a price guess. The Market Research Survey runs after launch and asks whether what you shipped actually fits. The Focus Group Survey is not a study on its own: it screens people in, captures their reactions before the session, and collects comparable feedback after it.
Pricing and Willingness to Pay Surveys
Pick by how much price history you have. With no price yet, start with the willingness to pay survey template, which asks people to name the numbers rather than react to yours. With a price already live, Price Evaluation asks whether it reads as fair next to the options buyers actually compared. The Pricing Survey sits between them and tests tiers and bundles, not a single number.
Brand, Naming and Concept Testing Surveys
The Brand Name Survey tests the words before you commit budget and trademark fees to them. Mystery Shopping tests the other half: whether the brand a customer meets at the counter matches the one you wrote down. For feedback on how a product behaves rather than how it is named, the product UX survey templates are the better fit.
Market Segmentation and Persona Surveys
Both of these split an audience, but on different lines. Jobs to Be Done groups people by the situation that sent them looking, which is usually a better predictor than age or job title. Share of Wallet groups them by where their category money already goes, so you can see which segment you are leaking to and which you own.
Buying Intent and Purchase Behavior Surveys
One looks forward, one looks back. Buying Intentions asks what someone plans to do next and what is blocking them, so it works best on a pricing or demo page. Consumer Purchasing Habits asks what they actually did last time, which is the steadier signal. This page stops at the sale; for what happens after it, see the customer service survey templates.
Marketing Survey Questions You Can Copy
Every question below is lifted from one of the twelve templates above, so the wording and the answer scales are already paired. Copy what you need into your own tool, or open the template to get the full set with the scales attached. Nothing here is behind a sign up form.
Market research survey questions
- "Which of the following best describes you?"
- "How often do you run into [problem]?"
- "How painful is this problem when it happens?"
- "What do you use today to solve this? (Select all that apply.)"
- "How well does this concept fit your needs?"
- "What would stop you from trying or buying this?"
From the Market Feasibility Survey (10 questions, 6 min). The first item is the screener, so give it a disqualify option. Screen first, then measure the problem, then show the concept. Showing the concept early teaches people the answer you want.
Pricing and willingness to pay questions
- "The price for the plan I am evaluating feels fair."
- "Compared with similar options, this price is:"
- "What is the highest price where this would still feel like good value?"
- "What is the lowest price where you would start to question the quality?"
- "If this cost [amount], would you buy it today?"
- "What is the main reason this price feels too high, too low, or about right?"
From the Price Evaluation Survey (9 questions, 5 min). The two threshold questions are the core of the Price Sensitivity Meter.[3] The buy or not buy question at a fixed amount is the Gabor and Granger method.[4]
Customer research questions about the buying decision
- "Thinking about the last time you went looking for something like this, what happened that prompted it?"
- "What did you try first, before you looked seriously at any product?"
- "What options did you seriously consider, including manual workarounds and doing nothing?"
- "What would a successful outcome look like, and how would you know it worked?"
- "What nearly stopped you from starting, or from switching?"
- "Who else was involved in the decision, and what steps did you go through?"
From the Jobs to Be Done Survey (9 questions, 5 min). These are deliberately open ended. Six of them is already a long survey, so cut rather than add.
Buying intent survey questions
- "How likely are you to purchase [product] in the next 30 days?"
- "When do you expect you will make a decision?"
- "Which best describes where you are in your decision process?"
- "What is the main reason you might not buy [product] right now?"
- "Which alternatives are you considering instead?"
- "What is the one thing we could do to move you from maybe to yes?"
From the Buying Intentions Survey (10 questions, 6 min). Read the answers as a ranking of who to talk to next, not as a sales forecast.[1]
Purchase behavior questions
- "When was the last time you purchased [category]?"
- "In a typical month, how many times do you purchase [category]?"
- "Where did you purchase [category] most recently?"
- "Where did you first discover the option you bought most recently? (Select all that apply.)"
- "Which ONE factor mattered most in your most recent purchase?"
- "Did you buy the same brand as last time, or a different brand?"
From the Consumer Purchasing Habits Survey (9 questions, 5 min). Anchoring every question to the most recent purchase gets you memory instead of self image.
Brand share and competitor questions
- "In the last 90 days, which brands have you purchased from in this category? (Type any you remember.)"
- "Which of the following brands have you purchased from in this category? (Select all that apply.)"
- "Which ONE brand did you spend the most with?"
- "Roughly what percent of your category spend went to each brand? (Your answers should add up to 100%.)"
- "What is the main reason you spent more with that brand than the others?"
- "What would make you move more of your spend to our brand next quarter?"
From the Share of Wallet Survey (10 questions, 7 min). Ask the unaided version first. Once people see your brand list, they cannot unsee it.
How Many Responses Do You Need?
The honest answer is that it depends on how finely you plan to slice the results. Here is the arithmetic, and the part of the error the arithmetic misses.
The arithmetic first
- At 95% confidence the sampling error on a percentage is about 1.96 times the square root of p times 1 minus p, divided by your number of completes. The 1.96 is the z score for 95% confidence.[5]
- The worst case is p at 50%, so every figure below is the widest the error can be for that sample size.
- That is where the famous 384 comes from. For a market of 500,000 people, 95% confidence and a 5 point margin of error, the formula returns 384 completes.[5] Most teams round it to 400.
- The error shrinks with the square root of the sample. Four times the responses halves the error, which is why the curve flattens fast.
- Population size barely matters once your market is larger than about 20,000 people. Sampling 400 of a million is almost as precise as sampling 400 of 20,000.
Match the sample to the read you plan to do
| What you want to read | Completes you need | Widest sampling error |
|---|---|---|
| One overall number, directional only | 100 | plus or minus 9.8 points |
| One overall number you will show a stakeholder | 400 | plus or minus 4.9 points |
| Two segments you want to compare | 400 each, 800 total | plus or minus 4.9 points per segment |
| Four segments you want to compare | 200 each, 800 total | plus or minus 6.9 points per segment |
| Quarter on quarter tracking | 400 per wave | plus or minus 4.9 points per wave |
What these numbers do not cover
- Stated intent is not a forecast. Across the research on intentions and behavior, people follow through roughly half the time, and a medium to large shift in intention produces only a small to medium shift in what people actually do.[1] Rank your respondents by intent, then validate with a real offer.[2]
- Length costs you completes. Analysis of roughly 100,000 surveys found drop off climbing sharply past 7 to 8 minutes, and answer time falling from about 30 seconds per question early on to about 19 seconds late in a long survey.[6] Every template on this page finishes inside 7 minutes.
- Order shapes answers. Ask unaided recall before you show any brand list, and put price questions after the concept description, never before it.[8]
Marketing Survey FAQ
What is a marketing survey?
A marketing survey is a short questionnaire that tests a marketing decision with real buyers before you commit money to it: what to charge, what to call it, who to aim at, and whether anyone wants it. It is the same craft as market research, just scoped to one decision at a time. The chooser table above maps twelve common decisions to the template that settles each one.
What is the difference between a marketing survey and a market research survey?
In practice, none worth arguing about. Market research is the wider label, covering category studies, segmentation and concept work. A marketing survey usually means one focused study inside that: a price test, a name test, a buying intent check. The templates here cover both, so pick by the decision you face rather than the label.
What questions should a marketing survey include?
Four blocks, in this order: a screener that confirms the person belongs in your market, a few questions about the problem or category as it exists today, the thing you are testing (a price, a name, a concept), and one open question asking what would stop them. Keep it under ten questions. The question bank has copy ready wording from each template.
How many responses do I need for a market research survey?
100 completes give you a directional read with roughly 10 points of error. 400 gets you under 5 points, which is where most teams stop. Beyond that you are paying for precision you will not act on. If you plan to compare segments, each segment needs its own sample: four groups you want to read separately means about 800 completes in total. The sample size section shows the whole curve.
How do I ask about price without biasing the answer?
Describe what people are buying before you mention any number, and describe it the same way for everyone. Then either ask them to name their own thresholds, which is the Price Sensitivity Meter approach,[3] or show one fixed price and ask a plain yes or no, which is the Gabor and Granger approach.[4] Showing your preferred price first anchors everything that follows.
Should I use the Price Sensitivity Meter or the Gabor and Granger method?
Use the Price Sensitivity Meter when you have no price yet and want a plausible range: it asks four threshold questions and produces a band.[3] Use Gabor and Granger when you have candidate prices and want a demand curve: each person sees one price and says buy or not buy.[4] The Willingness to Pay Survey includes both, so you can run one and keep the other in reserve.
Can I use purchase intent to forecast sales?
Not directly. People follow through on their intentions about half the time, and even a large change in stated intention moves actual behavior much less.[1] Intent is useful as a ranking, not a number: it tells you which segment to approach first and which objection to answer. Confirm the number with a real offer, a pre order or a live price test.
How do I run a market segmentation survey?
Decide the cuts before you field, not after. Pick two or three ways of splitting people that would actually change what you do, size each group to at least 200 completes, and set quotas so one group cannot dominate. Segment on behavior and situation where you can: the Jobs to Be Done Survey groups people by what sent them looking, which usually separates buyers better than demographics do.
Should a marketing survey be anonymous?
It depends on what you will do next. Keep pricing, brand share and competitor questions anonymous, because people shade those answers when their name is attached. Keep buying intent and research recruitment identified, because following up is the entire point. Say which one you are doing before people answer, and keep the promise. The mode column in the chooser table gives a starting point per template.
How long should a marketing survey be?
Under seven minutes. Drop off rises sharply after that mark, and quality fades before completion does: in a study of roughly 100,000 surveys, people spent about 30 seconds on early questions and about 19 seconds on late ones.[6] Every template on this page is between 8 and 10 questions and finishes in 5 to 7 minutes.
Where should I recruit respondents for a market research survey?
Your own list is cheapest and most biased, since it only contains people who already found you. A panel reaches non customers but attracts practised respondents, so screen hard and add a trap question. Intercepts on your site catch people mid decision, which suits buying intent work. Whatever you use, record where the sample came from and report it beside the result.
Are these marketing survey templates really free?
Yes. Every card opens the real survey with its full question set and answer scales, with no account, no email wall and no trial. You can read it, copy the questions into your own tool, or open it in SuperSurvey and edit it. Nothing on this page is gated.
Methods and Sources
How these templates are built
Question counts and completion times are measured from the templates themselves, not estimated. Items use plain wording, one idea per question, and a screener before anything that could teach the respondent what you want to hear. Pricing questions follow the two established stated preference methods rather than a house style: threshold questions from the Price Sensitivity Meter[3] and fixed price buy or not buy questions from Gabor and Granger.[4] Our process and contributors are on the Authors page.
Why some well known instruments are not reproduced here
Some widely used research instruments are licensed rather than public, so you will not find them reproduced here. Gallup's Q12 items are copyrighted and cannot be administered outside a participating company without permission, and the Utrecht Work Engagement Scale is free for academic use only. Net Promoter, NPS and Net Promoter Score are registered marks, and commercial use of the marks carries licensing conditions, so we describe the recommend question factually rather than branding a template with them. We write our own items instead.
Limits
The sampling figures on this page are worst case sampling error for a simple random sample, computed from the standard formula.[5] They do not measure who your sample missed, who abandoned partway, or how much your question wording nudged the answer, and those are usually larger.[7] Treat stated pricing and intent as ranges to validate, never as forecasts.[1] Where a study reaches the public, the ICC and ESOMAR code sets out what you owe respondents about how their data will be used.[10]
Disclosure
SuperSurvey is our own survey builder. Every template on this page opens as a live preview you can read without creating an account, nothing here is gated behind an email address, and nothing on this page is for sale.
References
- Sheeran, P. & Webb, T.L. "The Intention-Behavior Gap." Social and Personality Psychology Compass 10, no. 9 (2016): 503-518. Concludes that intentions translate into action roughly half the time, and that a medium to large change in intention produces only a small to medium change in behavior. doi:10.1111/spc3.12265
- Morwitz, V.G., Steckel, J.H. & Gupta, A. "When do purchase intentions predict sales?" International Journal of Forecasting 23, no. 3 (2007): 347-364. doi:10.1016/j.ijforecast.2007.05.015
- Kloss, D. & Kunter, M. "The Van Westendorp Price-Sensitivity Meter as a Direct Measure of Willingness-to-Pay." European Journal of Management 16, no. 2 (2016): 45-54. doi:10.18374/EJM-16-2.4
- Gabor, A. & Granger, C.W.J. "Price as an Indicator of Quality: Report on an Enquiry." Economica 33, no. 129 (1966): 43-70. The origin of the fixed price buy or do not buy test. doi:10.2307/2552272
- SurveyMonkey. "Sample Size Calculator: What It Is and How To Use It." Publishes the z score table used here (1.96 at 95% confidence) and the worked example giving 384 completes for a 5 point margin of error. surveymonkey.com
- SurveyMonkey Research. "How much time are respondents willing to spend on your survey?" Analysis of roughly 100,000 surveys. surveymonkey.com
- Pew Research Center. "Public Opinion Polling Basics." On why the reported margin of error does not capture every source of error in a survey. pewresearch.org
- Pew Research Center. "Writing Survey Questions." On question wording, question order and acquiescence bias. pewresearch.org
- Groves, R.M. & Peytcheva, E. "The Impact of Nonresponse Rates on Nonresponse Bias: A Meta-Analysis." Public Opinion Quarterly 72, no. 2 (2008): 167-189. Finds that the response rate is a weak predictor of how biased a survey actually is. doi:10.1093/poq/nfn011
- ESOMAR. ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics. esomar.org
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