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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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샘플 질문

템플릿에 포함된 내용을 미리 확인해 보세요. 모든 질문은 설문 공개 전에 자유롭게 수정할 수 있습니다.

질문 14개 · 약 7분
Q01
메시지

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
객관식필수

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
의견 척도필수

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

척도: 1 – 5
최소:Not important at all최대:Extremely important
Q04
매트릭스필수

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

5개 행 × 5개 열
  • 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.
열: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q05
객관식필수

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
의견 척도필수

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

척도: 1 – 7
최소:Almost none최대:A great deal
Q07
최선·최악 선택형(MaxDiff)필수

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
세트별 최선·최악 선택최선:Matters most최악:Matters least
Q08
객관식

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 인터뷰

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
평점 척도필수

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

범위: 1 – 5
최소:Not at all confident최대:Extremely confident
Q11
객관식

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
객관식

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q13
객관식

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
메시지

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.

포함된 기능

  • AI 후속 질문

    정형화된 설문이 놓치는 세부 내용을, 주관식 답변에 맞춰 AI가 심층 질문으로 끌어냅니다.

  • 주의력 확인 장치

    성의 없는 답변과 저품질 응답자를 걸러내는 내장 안전장치입니다.

  • AI가 작성한 문안

    문구, 질문 순서, 분기 로직까지 AI가 연구 목표에 맞춰 작성합니다.

  • 자동 리포트

    응답이 모이면 주요 주제, 인용문, 이해하기 쉬운 요약이 자동으로 작성됩니다.

다른 서비스와 비교

다른 설문 도구의 가장 유사한 템플릿을 검토했습니다. 그 도구들이 잘하는 점과, 이 템플릿이 한발 더 나아가는 지점을 정리했습니다.

이 템플릿을 선택하는 이유

  • 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.

잘하는 점

  • 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

아쉬운 점

  • 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.

잘하는 점

  • 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

아쉬운 점

  • 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

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