Purchase Decision Journey & Evaluation Survey

Thanks for taking a few minutes to walk us through a recent purchase decision! Your responses are completely confidential and anonymized. We're interested in how you researched, compared, and finally chose — honest details help most. About 5 minutes.

What first prompted you to start looking for this purchase?

• A specific need or problem came up
• A recommendation from someone I trust
• An advertisement or promotion caught my attention
• My previous option stopped working or needed replacing
• A price drop or special offer
• Other

Which of these did you use to research your options? Select all that apply.

• Search engines / general online research
• The company's own website
• Online reviews or ratings sites
• Social media
• Word of mouth (friends, family, colleagues)
• In-store or in-person visit
• A sales representative or customer service
• Comparison or price-tracking sites

Including the option you ultimately chose, how many different brands or providers did you seriously consider?

For each set, pick which factor mattered most and which mattered least in your final decision.

• Price
• Product or service quality
• Brand reputation
• Customer service and support
• Ease of the ordering or purchase process
• Recommendations or reviews from others
• Availability or lead time
• Warranty or return policy

How would you rate each stage of your buying experience?

Overall, how difficult or easy was it to make your final decision?

How satisfied are you with the choice you ultimately made?

Thinking about (Replace with product/service name), please answer honestly based on what you'd expect to pay. (Template note: swap in your actual product/service name before launching.)

• At what price would (Replace with product/service name) be so inexpensive that you'd question its quality?
• At what price would it be a bargain — a great buy for the money?
• At what price would it start to feel expensive, though still worth considering?
• At what price would it be too expensive for you to consider buying?

Reconstruct the respondent's actual decision-making journey: which specific alternative they almost chose instead, what specifically tipped the scale toward their final choice, and at what point they felt most confident or most hesitant. If they rated the decision as difficult, dig into what information was missing or confusing; if they seriously considered only one option, ask what would have made them look at more.

Which age range do you fall into?

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

Which range best describes your household income?

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

That's everything — thank you! Your answers feed into a report on where the buying journey works well and where prospects get stuck or nearly walk away.