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Market Research

Shopper Involvement & Decision-Making Study

Measures how personally invested, informed, and careful shoppers are when choosing products in a given category — from perceived risk and personal identity to time spent researching — with an AI follow-up interview that reconstructs the real story behind a recent purchase decision. Built for brand and category teams who need to know how much shoppers actually think before they buy.

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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14問・約7分
Q01
メッセージ

Thanks for taking a few minutes to talk about how you shop! Your responses are completely confidential and anonymized. We're curious how much thought and effort goes into these decisions — there are no right or wrong answers. About 6-7 minutes.

Q02
選択式必須

In the last 3 months, how often have you purchased (Replace with your product category, e.g., 'running shoes') for yourself? (Template note: swap the category throughout this survey before launching.)

  • Never
  • Once
  • 2-3 times
  • 4-6 times
  • More than 6 times
Q03
オピニオンスケール必須

How important is it to you personally to make the 'right' choice when buying (product category)?

スケール: 1 – 5
最小:Not important at all最大:Extremely important
Q04
マトリクス必須

How much do you agree with each statement about buying (product category)?

5行 × 5列
  • I'd be genuinely upset if I ended up with the wrong one for me.
  • The one I choose says something about who I am.
  • I enjoy researching and comparing options before I buy.
  • There's real risk in picking the wrong one.
  • I don't give much thought to which one I end up with.
列: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q05
選択式必須

Which sources did you use before your most recent (product category) purchase?

  • Online reviews
  • Friends or family recommendations
  • Brand website
  • In-store staff
  • Social media
  • Comparison or price-tracking sites
  • Decided from memory, no research
Q06
オピニオンスケール必須

Overall, how much time and effort did you put into deciding which (product category) to buy?

スケール: 1 – 7
最小:Almost none最大:A great deal
Q07
ベスト・ワースト選択（MaxDiff）必須

When choosing a (product category), which factors matter most and least to you?

  • Price
  • Brand reputation
  • Quality or durability
  • Recommendations from others
  • Availability or convenience
  • Design or appearance
  • Environmental or ethical impact
各セットで最も良いもの・最も悪いものを選択最も良い:Matters most最も悪い:Matters least
Q08
選択式

If your preferred (product category) brand were out of stock right now, what would you most likely do?

  • Wait and delay the purchase
  • Switch to another brand immediately
  • Go to another store to find it
  • Buy whatever's closest in price or features
  • Buy online instead
Q09
AIインタビュー

Reconstruct the story of the respondent's most recent (product category) purchase: what triggered the need, which sources they actually trusted versus just skimmed, and where they hesitated or nearly changed their mind. If they rated the decision as low-importance or low-effort, probe what would make them care more; if they rated it high-importance or high-effort, dig into what specifically felt risky, personal, or identity-related about the choice.

Q10
評価スケール必須

Looking back, how confident are you that you made the best choice?

範囲: 1 – 5
最小:Not at all confident最大:Extremely confident
Q11
選択式

Which age group do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
選択式

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q13
選択式

What is your household's approximate annual income?

  • Under $30,000
  • $30,000-$59,999
  • $60,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q14
メッセージ

That's everything — thank you! Your answers help us understand how much thought shoppers like you put into choosing (product category), and will shape how we communicate and merchandise going forward.

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

  • Includes an AI follow-up interview that reconstructs the actual story behind a respondent's most recent purchase, going beyond static rating scales to surface the real decision path
  • Combines a MaxDiff exercise (ranking what factors matter most/least) with a matrix of agreement statements and opinion scales on effort/importance, giving both breadth and depth on involvement
  • Captures behavioral edge cases directly, like what a shopper does when their preferred brand is out of stock, alongside a post-decision confidence rating
  • Pairs with automated per-response quality scoring and an auto-generated report, plus transparent prompts showing exactly how the AI probes — on a platform with a free tier and $50/mo Business plan

QuestionPro

Shopper Involvement Study Survey Template

This is a directly comparable, fielding-ready template addressing the same core topic — shopper involvement in purchase decisions. It's built on a large, established survey platform with strong reporting and panel/distribution tools. As a standard template, it relies on fixed question sets rather than conversational follow-up.

優れている点

  • Purpose-built template matching the shopper involvement topic closely
  • Backed by a mature survey platform with broad distribution and analytics features
  • Likely benefits from established template library and survey logic tools

物足りない点

  • No adaptive AI interview to probe deeper into individual purchase stories — respondents answer fixed questions only
  • No indication of automated per-response quality scoring or transparent AI prompt methodology
  • No voice AI interview option for richer qualitative capture

SurveyMonkey

Shopper Insights Survey Template

A general shopper insights template from a widely used survey platform, relevant to understanding shopping behavior though framed more broadly around 'insights' than specifically involvement/decision-making depth. It's a fielding-ready static template with SurveyMonkey's standard question types and reporting. It doesn't appear to reconstruct individual purchase narratives the way an interview-style approach would.

優れている点

  • Backed by a well-known, broadly used survey platform with easy distribution
  • Likely includes benchmark-style questions common to SurveyMonkey's insight templates
  • Simple to deploy for quick shopper feedback

物足りない点

  • Static question format — no adaptive AI follow-up to reconstruct the real story behind a purchase
  • No published per-response quality scoring or transparent prompt methodology
  • No option for a voice AI interview component

よくあるご質問

「Shopper Involvement & Decision-Making Study」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14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 talk about how you shop! Your responses are completely confidential and anonymized. W…」・「In the last 3 months, how often have you purchased (Replace with your product category, e.g., 'running shoes') for yours…」・「How important is it to you personally to make the 'right' choice when buying (product category)?」。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、14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。

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