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Marketing & Growth

Brand Conversion Funnel & Purchase Driver Survey

Tracks where prospects and past buyers stand in the path from awareness to purchase, what drives or blocks that decision, and how price perceptions factor in — with an AI follow-up that reconstructs the specific moment someone almost bought (or almost switched away) instead of relying on generic attitude ratings.

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設問の例

テンプレートの内容をプレビューできます。すべての設問は公開前に自由に編集できます。

全13問・約7分
Q01
メッセージ

Thanks for taking a few minutes to share your experience with (Replace with your brand name)! This helps us understand what pushes people toward — or away from — buying. Your responses are completely confidential and anonymized. About 5 minutes.

Q02
選択式必須

Which best describes your relationship with (Replace with your brand name) today?

  • Aware of the brand but never purchased
  • Considered purchasing but haven't yet
  • Purchased once
  • Purchased more than once
  • Used to purchase, but not anymore
Q03
選択式

How did you first hear about (Replace with your brand name)?

  • Social media
  • Search engine
  • Word of mouth or recommendation
  • Online advertisement
  • Review or comparison site
  • In-store display
Q04
オピニオンスケール必須

How likely are you to purchase from (Replace with your brand name) in the next 3 months?

スケール: 0 – 10
最小:Not at all likely最大:Extremely likely
Q05
マトリクス

How much do you agree with each statement about (Replace with your brand name)?

4行 × 5列
  • Offers good value for the price
  • Is higher quality than alternatives I've tried
  • Feels trustworthy
  • Stands out from other brands I could choose
列: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
ベスト・ワースト選択（MaxDiff）必須

When deciding whether to buy from a brand like this, rank these factors from most to least influential for you.

  • Price
  • Product quality
  • Brand reputation
  • Customer reviews
  • Recommendation from friend or family
  • Convenience of purchase
  • Values or sustainability alignment
各セットで最も良いもの・最も悪いものを選択最も良い:Most influential in your decision to buy最も悪い:Least influential in your decision to buy
Q07
選択式

What, if anything, is holding you back from purchasing (or purchasing again) from (Replace with your brand name)?

  • Price is too high
  • Not sure it's better than what I already use
  • Don't know enough about the product or service
  • Had a negative past experience
  • Can't find it where I shop
  • Timing isn't right
Q08
価格感度分析（Van Westendorp）

Now a few quick questions about pricing for (Replace with your product/service name). (Template note: swap in the actual product or service being priced.)

  • At what price would you consider (Replace with your product/service name) so inexpensive that you'd question its quality?
  • At what price would you consider it a bargain — great value for the money?
  • At what price would you consider it starting to get expensive, though you'd still consider buying it?
  • At what price would it be so expensive that you would not consider buying it at all?
Q09
AIインタビュー

Probe the reasoning behind the respondent's likelihood-to-purchase rating and any barrier they selected: have them walk through the last time they seriously considered buying from this brand, what almost stopped them, and what would need to change for them to buy (or buy again) within the next month. If they already buy regularly, probe instead what could make them switch to a competitor.

Q10
選択式

What is your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q11
選択式

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q12
プルダウン

What is your annual household income?

  • Under $25,000
  • $25,000-$49,999
  • $50,000-$74,999
  • $75,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q13
メッセージ

That's everything — thank you! Your answers, along with everyone else's, will shape how we message, price, and remove friction from the path to purchase.

含まれる機能

  • AIによる深掘り

    自由回答に合わせてAIが追加で質問し、固定のフォームでは拾えない具体的な内容を引き出します。

  • 注意確認設問

    急いだ回答や質の低い回答者を除外する仕組みを標準で備えています。

  • AIが作成する設問文

    文言、設問の順序、条件分岐をAIが調査の目的に合わせて作成します。

  • 自動レポート

    回答が集まると、テーマ、引用、わかりやすい要約が自動で作成されます。

他ツールとの比較

ほかのアンケートツールで最も近いテンプレートを調べました。それぞれの優れている点と、このテンプレートがさらに踏み込んでいる点をまとめています。

このテンプレートを選ぶ理由

  • Goes beyond a single likelihood-to-purchase rating with an AI follow-up interview that reconstructs the actual moment someone almost bought or almost switched away, surfacing specifics generic scales miss
  • Combines attitudinal measures (agreement matrix, MaxDiff ranking of purchase drivers) with a Van Westendorp pricing module in one flow, so price sensitivity is tied to the same respondent's funnel stage
  • Segments respondents by relationship to the brand and purchase barriers before probing, so the AI follow-up questioning is grounded in where each person actually sits in the funnel
  • Auto-generates a report from responses plus the AI-probed reasoning, without requiring manual coding of open-ended 'what's holding you back' answers

SurveyMonkey

Brand Conversion Survey Template

A directly comparable, ready-to-field template covering brand awareness-to-purchase progression, similar to QuestionPunk's core structure. It relies on standard fixed-choice and rating questions rather than any adaptive questioning. Backed by SurveyMonkey's broad distribution and analytics tools.

優れている点

  • Purpose-built for brand conversion funnel tracking, so questions are pre-mapped to funnel stages
  • Benefits from SurveyMonkey's established survey distribution, panel, and reporting infrastructure
  • Likely fielding-ready with minimal setup for teams already on SurveyMonkey

物足りない点

  • Static question set with no adaptive follow-up to probe the specific reasons behind a purchase decision
  • No mechanism to reconstruct a specific near-purchase or near-switch moment beyond generic attitude questions
  • No published prompt-level methodology since there's no AI questioning layer to document

QuestionPro

Brand mindset IQ survey questions + sample questionnaire template

This is presented largely as a guide with sample questions on brand mindset/perception rather than a single fielding-ready funnel template. It's relevant for brand perception and purchase-intent style questions but framed more broadly than a conversion-funnel-specific instrument. Best treated as reference content plus a customizable questionnaire.

優れている点

  • Covers broad brand mindset dimensions (awareness, perception, loyalty) that can feed into funnel analysis
  • Includes sample questionnaire content useful as a question-writing reference
  • Part of QuestionPro's wider survey platform with standard reporting features

物足りない点

  • Reads as a guide/sample-question resource rather than a purpose-built, ready-to-launch conversion funnel survey
  • No adaptive AI follow-up to dig into the specific reasoning behind a purchase or switching decision
  • No transparent, publishable prompt methodology since questioning is static and interviewer-free

よくあるご質問

「Brand Conversion Funnel & Purchase Driver Survey」テンプレートにはどのような設問が含まれていますか？

すぐに使える設問が13問含まれており、最初の設問は次のとおりです：「Thanks for taking a few minutes to share your experience with (Replace with your brand name)! This helps us understand w…」・「Which best describes your relationship with (Replace with your brand name) today?」・「How did you first hear about (Replace with your brand name)?」。すべての設問は上でプレビューでき、自由に編集できます。

このアンケートの回答にはどのくらい時間がかかりますか？

回答者は通常、13問を約7分で回答し終えます。

テンプレートは編集できますか？

はい。公開前であれば、すべての設問、選択肢、順序を編集できます。設問の追加や削除のほか、調査の目的に合わせた作り直しをAIエディターに依頼することもできます。

このテンプレートは無料で使えますか？

はい。エディターで開けば、すぐに編集を始められます。お試しにアカウントは不要で、無料プランでアンケートを公開できます。

公開の準備はできましたか？

このテンプレートをエディターで開いてみてください。最初の回答者が目にする前に、すべてを自由に変更できます。

このテンプレートを使う無料で始める

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