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Apple vs Samsung Brand Preference & Switching Survey

Compares how current Apple and Samsung owners rate each brand on camera, battery, software, design, and value, then uses a best-worst trade-off and point allocation to surface what actually drives purchase decisions. An AI follow-up interview digs into the real trigger behind brand loyalty or a planned switch. Built for mobile brand and product teams.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

12 questions · ~7 min
Q01
Message

Thanks for taking part! This survey is about how you see Apple and Samsung phones — your honest impressions, no right answers. It takes about 5 minutes.

Q02
Multiple ChoiceRequired

Which brand is your current primary smartphone?

  • Apple
  • Samsung
  • Another brand
  • I don't currently own a smartphone
Q03
Multiple Choice

Which of these devices do you currently own? Select all that apply.

  • Apple Watch
  • iPad
  • MacBook
  • Samsung Galaxy Watch
  • Samsung Galaxy Tab
  • Samsung Galaxy Book laptop
  • None of these
Q04
MatrixRequired

Rate Apple and Samsung on each of the following, based on your own experience or impression.

6 rows × 4 columns
  • Camera quality
  • Battery life
  • Software experience
  • Design
  • Value for money
  • +1 more
Columns: Apple · Samsung · About the same · Not sure
Q05
Best–Worst Trade-off (MaxDiff)Required

When choosing a smartphone, which of these factors matters most to you, and which matters least?

  • Camera quality
  • Battery life
  • Price
  • Brand reputation
  • Software and operating system
  • Ecosystem integration with other devices
  • Design and build quality
  • Resale value
Pick best & worst per setBest:Matters mostWorst:Matters least
Q06
Point AllocationRequired

Thinking about your most recent phone purchase, distribute 100 points across the reasons behind that decision.

  • Price
  • Brand loyalty
  • Camera
  • Software/ecosystem
  • Recommendations from others
  • Design
Allocate 100 points
Q07
Opinion ScaleRequired

How likely are you to switch brands (from Apple to Samsung, or Samsung to Apple) for your next phone?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
Rating ScaleRequired

Overall, how satisfied are you with your current smartphone?

Range: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q09
AI Interview

Probe the reasoning behind the respondent's switching likelihood and their attribute ratings of Apple versus Samsung. If they rated one brand higher on a specific attribute (camera, battery, software, ecosystem), ask for a concrete recent moment that shaped that view. If they said they're likely to switch, find out the specific trigger (a bad experience, a friend's device, a price point, a new feature) and what would need to be true for them to actually follow through. If they say they're very unlikely to switch, probe whether that's genuine preference or just switching cost and inertia.

Q10
Multiple Choice

What is your age range?

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q11
Multiple Choice

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q12
Message

That's everything — thank you! Your responses will feed into a report comparing how people actually experience and choose between Apple and Samsung devices.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Includes a matrix rating Apple and Samsung head-to-head on camera, battery, software, design, and value, so comparisons are apples-to-apples across both brands
  • Uses a best-worst (max-diff) exercise plus a 100-point constant-sum allocation to surface which factors actually drive purchase decisions, not just stated importance
  • Pairs an opinion-scale switching-likelihood question and satisfaction rating with an AI follow-up interview that probes the real reasoning behind loyalty or a planned switch
  • Closes with an automated report that ties quantitative brand ratings to the qualitative 'why' behind switching intent

QuestionPro

Apple Vs Samsung Survey Questions + Sample Questionnaire Template

This page is directly on-topic, offering sample Apple vs Samsung survey questions, but the title suggests it functions more as a question-bank/guide than a ready-to-field interactive survey. It's useful for question ideas but likely requires manual assembly into QuestionPro's own survey builder. No mention of adaptive follow-up or trade-off exercises like max-diff or constant-sum allocation.

What it does well

  • Directly focused on the Apple vs Samsung comparison topic
  • Backed by QuestionPro's established survey platform and distribution tools
  • Provides sample question wording researchers can reference or adapt

Where it falls short

  • Reads as a static question list/guide rather than a fielding-ready adaptive survey
  • No adaptive AI follow-up interview to dig into individual switching triggers
  • No indication of automated per-response quality scoring or transparent prompt methodology

Jotform

Mobile Phone Survey Form Template

A ready-to-use, customizable form template for general mobile phone/Samsung-related feedback, built on Jotform's drag-and-drop form builder. It's practical for quick fielding but is a generic mobile survey rather than a structured Apple-vs-Samsung comparative and switching-behavior instrument. No trade-off methodology like best-worst scaling or point allocation is evident.

What it does well

  • Easy to customize and deploy quickly via Jotform's form builder
  • Mobile-friendly form format suited for phone-related feedback
  • Free-tier accessibility typical of Jotform templates

Where it falls short

  • Static question form with no adaptive AI probing into individual responses
  • No built-in brand trade-off methodology (e.g., best-worst or point allocation)
  • No automated quality scoring or AI-generated comparative report

SurveySparrow

Consumer Brand Preference Questionnaire Template

A general-purpose brand preference questionnaire aimed at understanding advertisement effects, not specifically built around the Apple/Samsung comparison. It's a legitimate fielding-ready template but would need substantial customization to match a two-brand smartphone attribute comparison and switching-intent study. No evidence of adaptive interviewing or conjoint-style trade-off questions.

What it does well

  • Fielding-ready template usable directly in SurveySparrow's platform
  • Conversational survey format that may improve completion rates
  • Applicable broadly across brand-preference research beyond phones

Where it falls short

  • Generic brand-preference focus, not tailored to Apple vs Samsung or smartphone attributes specifically
  • No adaptive AI follow-up interview or voice AI interview option
  • Lacks trade-off tools like best-worst scaling or point allocation to isolate purchase drivers

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