Brand Conversion Funnel & Purchase Driver Survey

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.

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

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

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

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

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

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

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?

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.

What is your age range?

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

What is your gender?

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

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

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.