Mobile Phone Ownership & Satisfaction Survey

Thanks for taking a few minutes to talk about your mobile phone! We're interested in your honest experience with your current phone and carrier — there are no right or wrong answers. Your responses are completely confidential and anonymized. This should take about 6 minutes.

Which carrier do you currently use for your primary phone?

• (Replace with Carrier A)
• (Replace with Carrier B)
• (Replace with Carrier C)
• (Replace with Carrier D)

Which brand is your current primary phone?

• (Replace with Brand A)
• (Replace with Brand B)
• (Replace with Brand C)
• (Replace with Brand D)

How many months have you owned your current phone?

Overall, how satisfied are you with your current phone?

How satisfied are you with each of the following aspects of your current phone and service?

When choosing your NEXT phone, which of these matter most and least to you?

• Camera quality
• Battery life
• Price
• Brand reputation
• Screen size
• 5G or network speed
• Storage capacity
• Design and build quality

Thinking about a new phone from your preferred brand with the features you care about most, please answer the following.

• At what price would this phone be so cheap that you'd question its quality?
• At what price would this phone be a bargain — a great buy for the money?
• At what price would this phone start to feel expensive, so it's not out of the question, but you'd have to think about buying it?
• At what price would this phone be so expensive that you would not consider buying it?

How likely are you to switch to a different phone brand the next time you upgrade?

Probe the story behind the respondent's satisfaction score and switching likelihood: what specific moment or feature drove that rating, and what would need to change for it to move. If they rated switching likelihood high, anchor on which brand or carrier they'd move to and why. If low, explore what keeps them loyal despite any dissatisfaction noted in the aspect ratings. If their max-diff top priority conflicts with what they said drives dissatisfaction, ask them to reconcile that.

Just a few quick background questions to help us understand different respondent groups — feel free to skip any of these.

What is your age range?

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

What is your gender?

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

What is your annual household income?

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

Thank you for sharing your phone experience with us! Your answers will help shape future devices, plans, and support to better fit how people actually use their phones.