Category Entry Points & Brand Choice Survey

Welcome to this research survey about your shopping experiences with products in a specific category. This survey takes approximately 6–8 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers—we are simply interested in your honest opinions and experiences. Your responses are confidential and will be reported only in aggregate. No individual responses will be shared. By continuing, you agree to participate in this study.

<p>The following questions are about products in <strong>one specific category</strong>. Please keep this category in mind as you answer.</p>

In the past 30 days, have you personally purchased or used any products in this category?

• Purchased it myself
• Used/consumed but someone else purchased
• Neither purchased nor used

What are the main reasons you have not purchased or used products in this category recently? Select all that apply.

• I don't need this category right now
• Too expensive
• Not available where I shop
• I forget to buy it
• Unsure which brand to choose
• Another person buys it for my household
• I make it myself or use alternatives
• Other (please specify)

Which of the following would most motivate you to buy products in this category in the next 30 days? Please rank your top 5 from most to least motivating.

1. A good discount or coupon
2. Free sample or trial
3. Recommendation from someone I trust
4. Seeing it prominently in-store
5. An online ad or social post
6. Running low at home
7. A new flavor, variant, or product launch

How likely are you to purchase products in this category in the next 30 days?

Who typically decides which brand to buy for products in this category in your household?

• I choose the brand
• Someone else chooses
• We decide together
• Not sure / it varies

Which brand did you most recently buy or use in this category? If you don't recall, type "not sure."

When choosing a brand in this category, which attributes matter most to you? Rank the following from most to least important.

1. Price or value
2. Quality / performance
3. Taste / scent / functional benefits
4. Brand familiarity / trust
5. Availability where I shop
6. Recommendations / reviews
7. Promotions / discounts
8. Packaging / size options

How many brands do you typically consider before choosing one in this category?

• 1 (I go straight to one brand)
• 2
• 3
• 4
• 5 or more
• I don't really compare brands

How likely are you to choose the same brand the next time you buy products in this category?

We'd like to explore your thoughts on how you decide when to buy products in this category and what drives your brand choices. Please share openly—there are no right or wrong answers.

Where did you most recently purchase products in this category?

• Supermarket / grocery store
• Convenience store
• Pharmacy / drugstore
• Mass retailer (e.g., Walmart, Target)
• Warehouse club (e.g., Costco, Sam's Club)
• Specialty store
• Quick-service restaurant / café
• Online retailer or app
• Brand's own website
• Other (please specify)

For your most recent purchase in this category, how important was the convenience of getting the product (e.g., delivery speed, pickup options)?

For your most recent purchase in this category, how much did in-store signage or product displays influence your decision?

Which of the following sources do you use when deciding on a brand in this category? Select all that apply.

• In-store displays / shelf
• Retailer app or website
• Brand website
• Search engines
• Friends or family
• Social media
• Email or SMS from brand/retailer
• Review sites or forums
• TV / streaming / radio ads
• Other (please specify)
• None of these

Thinking about your most recent purchase in this category, was it planned or an impulse buy?

Based on your responses in this survey, please share any additional thoughts or feelings about when you buy products in this category or how you choose a brand.

What is your age?

• Under 18
• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

How do you describe your gender?

• Woman / girl
• Man / boy
• Non-binary
• Prefer not to say

Where do you primarily live?

• United States
• United Kingdom
• Canada
• Australia
• European Union
• India
• Other (please specify)

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / Associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

• Full-time
• Part-time
• Self-employed
• Student
• Homemaker / caregiver
• Unemployed
• Retired
• Prefer not to say

Which of the following best describes your approximate 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

Thank you for completing this survey. Your responses will help us better understand shopping decisions and brand preferences in this category. Your answers are confidential and will be reported only in aggregate.