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Competitive Landscape & Switching Drivers Survey

Benchmarks how customers perceive your brand against named competitors — consideration, head-to-head ratings, and switching likelihood — then uses an AI follow-up interview to surface the real story behind a preference or switch. Built for product marketing, competitive intelligence, and strategy teams tracking share of consideration.

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샘플 질문

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

질문 12개 · 약 7분
Q01
메시지

Thanks for taking a few minutes to share your perspective on the market! We're trying to understand how you see us compared to other options out there — there are no wrong answers. Your responses are completely confidential and anonymized. About 5-6 minutes.

Q02
객관식필수

Which of the following companies have you seriously considered, gotten a quote from, or used in the last 12 months? (Template note: replace the names below with your real competitor set before launching.)

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
Q03
객관식필수

Which one of these do you currently rely on the most for this need?

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • Don't currently use any of these
Q04
최선·최악 선택형(MaxDiff)필수

When you're comparing providers like these, which factors matter most to you? (Template note: adjust this list to match the real factors in your category.)

  • Price or value for money
  • Product or service quality
  • Customer support responsiveness
  • Ease of getting started
  • Reliability and uptime
  • Brand reputation
  • Flexibility of contracts or plans
  • Speed of implementation
세트별 최선·최악 선택최선:Matters most최악:Matters least
Q05
매트릭스필수

Thinking about (Your Brand) versus the competitor you rely on most, how do we compare on each of the following?

5개 행 × 5개 열
  • Price / value for money
  • Product or service quality
  • Customer support
  • Ease of use
  • Reliability
열: Much worse than them · Somewhat worse · About the same · Somewhat better · Much better than them
Q06
의견 척도필수

How likely are you to switch away from your current primary provider in the next 12 months?

척도: 0 – 10
최소:Not at all likely최대:Extremely likely
Q07
점수 배분필수

If you had to split a $100 budget among these providers based on how likely you'd be to choose each one today, how would you divide it?

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • Someone else entirely
100점 배분
Q08
AI 인터뷰

Probe the reasoning behind how the respondent split their budget and their stated switching likelihood. If most of the budget went to a competitor, dig into the specific trigger event or dealbreaker that pushed them there and what it would take to win the budget back. If most went to (Your Brand), confirm what's actually protecting that loyalty versus what's just inertia, and ask what would make them look elsewhere despite that.

Q09
장문형

Is there one thing a competitor does noticeably better than we do that you wish we matched?

Q10
객관식

Which best describes your role in choosing between providers like these?

  • Final decision-maker
  • Strong influence on the decision
  • One voice among several
  • I mostly use what's already chosen
  • Prefer not to say
Q11
드롭다운

What's the approximate size of your organization?

  • Just me / freelance
  • 2-50 employees
  • 51-500 employees
  • 501-5,000 employees
  • 5,000+ employees
  • Prefer not to say
Q12
메시지

That's everything — thank you! Your answers feed directly into how we track our position against the competition, and which gaps we prioritize closing first.

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

  • Pairs a quantitative comparison (consideration, current provider, MaxDiff on decision factors, head-to-head matrix ratings, and a $100 constant-sum budget split) with an AI follow-up interview that specifically probes why respondents allocated their budget the way they did and what's behind a switch
  • Includes an open-ended question on what a competitor does noticeably better, which the AI interview can dig into in real time instead of collecting a flat text answer
  • Segments results by role in the buying decision and organization size, so competitive intelligence and product marketing teams can slice share-of-consideration data by buyer type
  • Every AI probe follows a transparent, disclosed prompt, and responses get an automated quality score, so teams can trust the qualitative data feeding competitive reports

SurveyMonkey

Competitor Research Survey Template & Questions

A ready-to-field template with a standard set of competitor-awareness and rating questions, backed by SurveyMonkey's large distribution and panel infrastructure. It's built for broad benchmarking rather than deep, brand-specific switching narratives. Good starting point if you mainly need static ratings at scale rather than the 'why' behind them.

잘하는 점

  • Established survey distribution and panel reach
  • Large question/template library for quick setup
  • Familiar builder for teams already on SurveyMonkey

아쉬운 점

  • Static question set with no adaptive follow-up to explore switching reasons
  • No automated per-response quality scoring
  • No published methodology for how questions were derived

SurveySparrow

Competitor Research Survey Template

A conversational, chat-style template covering competitor awareness and preference questions, fielding-ready out of the box. Its strength is presentation and multi-channel delivery rather than probing deeper into individual responses. Best suited to teams wanting a friendlier survey feel without needing follow-up depth.

잘하는 점

  • Conversational chat-style question flow
  • Multi-channel distribution options
  • Quick-start marketing-focused template

아쉬운 점

  • No adaptive AI interviewing to follow up on an answer like a switch or budget split
  • No voice-based interview option
  • No transparent prompt or scoring methodology published

Typeform

Competitor Research Survey Template

A well-designed, fielding-ready template known for Typeform's clean one-question-at-a-time interface, which tends to boost completion on comparison-style questions. It covers standard competitive research ground but stops at the answer given, with no mechanism to explore the reasoning behind it. Strong for engagement, lighter on depth.

잘하는 점

  • Polished, high-completion-rate UX
  • Simple drag-and-drop customization
  • Good mobile-friendly design

아쉬운 점

  • No AI follow-up or voice interview to surface the reasoning behind ratings or switching intent
  • No automated quality scoring of open responses
  • No disclosed prompt or methodology transparency

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