Customer & Prospect Journey Mapping Survey

Welcome, and thank you for participating in this survey about your experience researching or using products and services in this category. This survey takes approximately 12 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers—we are interested in your honest opinions. All responses are confidential, anonymized, and reported only in aggregate. Please click 'Next' to begin.

Which of the following best describes your current involvement with this product or service category?

• Currently a customer
• Used in the last 12 months but not currently
• Considering or researching
• Not familiar yet

When did you most recently use a product or service in this category?

• Within the last 7 days
• 8–30 days ago
• 1–3 months ago
• 3–6 months ago
• 6–12 months ago
• More than 12 months ago

In the last 90 days (or during your most recent research), which of the following channels did you use to learn about, evaluate, or complete tasks related to this category? Select all that apply.

• Company website
• Mobile app
• Phone call
• Live chat
• Email
• Social media
• In-store or in-person
• Third-party reviews or forums
• Search engine results
• Online ads
• Friends/family recommendations
• Other (please specify)

The following questions ask how easy or difficult specific stages of your journey were. If a stage does not apply to you, select the midpoint.

Please describe one moment that strongly shaped your impression of a provider in this category—positive or negative. What happened, and where did it occur?

Please rank the following challenges from biggest (1) to smallest (6) based on your personal experience.

1. Finding accurate information
2. Understanding pricing or fees
3. Comparing options easily
4. Checkout or sign-up friction
5. Setup/onboarding complexity
6. Getting timely support

We'd like to explore your journey experience in a bit more depth. An AI moderator will ask you a couple of follow-up questions based on what you've shared so far.

Overall, how satisfied are you with your experience in this product or service category so far?

Based on your responses in this survey, is there anything else you'd like to share about your experience or journey in this product or service category?

What is your age range?

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

Thank you for completing this survey. Your input is valuable and will help us improve future experiences in this category.

Which of the following best describes where you are in your decision process today?

• Just becoming aware
• Actively comparing options
• Shortlisted and planning to decide within 30 days
• Decided not to proceed for now
• Browsing for future needs

How easy or difficult was it to initially discover or become aware of options in this category?

Which of the following factors most shaped your overall impression? Select up to three.

• Product or service quality
• Price and value
• Ease of use
• Customer support
• Brand reputation/trust
• Availability or delivery
• Recommendations or reviews
• Advertising or promotions
• Policies (returns, cancellation, warranty)
• Other (please specify)

How likely are you to recommend a provider in this category to a friend or colleague?

What is your gender?

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

How easy or difficult was it to research and compare your options?

Was there anything that nearly stopped you from continuing your research or purchase in this category? If so, please describe what it was.

How much effort did you personally have to put forth to get what you needed from providers in this category?

In which region do you currently reside?

• Africa
• Asia
• Europe
• Latin America & Caribbean
• Middle East
• North America
• Oceania
• Prefer not to say

How easy or difficult was it to make a purchase decision or sign up?

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college, no degree
• Associate degree
• Bachelor's degree
• Master's degree
• Doctorate
• Professional degree (e.g., JD, MD)
• Prefer not to say

How easy or difficult was the initial setup or onboarding process?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker/Caregiver
• Unemployed
• Retired
• Prefer not to say

How easy or difficult has it been to get ongoing support or assistance when needed?