QuestionPunkQuestionPunk
Start free
All templates

Target Market Analysis: Needs, Priorities & Pricing

Maps who your target market is, what they need, how they weigh price against other factors, and where they currently go instead of you — with an AI follow-up that surfaces the real trigger behind their choice. Built for product, marketing, and research teams sizing up a market or segment before a launch, repositioning, or expansion.

Use this templateBrowse more templates

Sample questions

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

14 questions · ~7 min
Q01
Message

Thanks for sharing your perspective! This short survey helps us understand what people like you look for in (Replace with product/service category), what drives your decisions, and what you'd expect to pay. About 6-8 minutes, and one AI follow-up question will dig a bit deeper into one of your answers.

Q02
Multiple ChoiceRequired

Which of the following best describes your relationship to (Replace with product/service category)? (Template note: replace these options with your actual customer segments before launching.)

  • Current customer
  • Former customer
  • Actively considering / shopping around
  • Aware of it but not yet considering
  • Not familiar with this category
Q03
Short TextRequired

In your own words, what's the main problem or goal you're trying to solve with (Replace with product/service category)?

Q04
MatrixRequired

How important is each of the following when you choose a (Replace with product/service category) provider?

6 rows × 5 columns
  • Price
  • Product/service quality
  • Brand reputation
  • Customer support
  • Ease of use or setup
  • +1 more
Columns: Not important · Slightly important · Moderately important · Very important · Essential
Q05
Best–Worst Trade-off (MaxDiff)Required

Across the needs below, which matters most to you and which matters least when evaluating (Replace with product/service category) options?

  • Lower price than alternatives
  • Faster results or turnaround
  • Personalized support
  • Proven track record or strong reviews
  • Easy to integrate with what I already use
  • Flexible contract or commitment terms
  • Strong data security and privacy
Pick best & worst per setBest:Matters mostWorst:Matters least
Q06
Multiple ChoiceRequired

What are you currently using to meet this need? (Template note: replace with your actual competitor set.)

  • (Replace with competitor A)
  • (Replace with competitor B)
  • (Replace with competitor C)
  • An in-house or manual approach
  • Nothing yet
Q07
Opinion Scale

How satisfied are you with your current approach to this need?

Scale: 1 – 7
Min:Extremely dissatisfiedMax:Extremely satisfied
Q08
Price Sensitivity (Van Westendorp)Required

Thinking about (Replace with product/service category), please answer these four pricing questions.

  • At what price would (Replace with product/service) be so cheap that you'd start to question its quality?
  • At what price would it feel like a bargain — a great deal for the money?
  • At what price would it start to feel expensive, though you'd still consider it?
  • At what price would it be so expensive that you would not consider it at all?
Q09
Ranking

Rank these sources by how much they influence your decision to try a new (Replace with product/service category), from most to least influential.

  1. Recommendations from friends or colleagues
  2. Online reviews and ratings
  3. Social media or influencer content
  4. Search engine research
  5. Advertising
  6. Direct sales or vendor outreach
Drag to rank
Q10
AI Interview

Probe the reasoning behind the respondent's top-ranked need from the trade-off exercise and their current solution choice: ask what specifically triggered them to start looking, what almost stopped them from choosing (or staying with) their current option, and what would make them switch. If they selected 'Nothing yet' or 'Not familiar', explore what's held them back and what would need to be true for them to try it.

Q11
Multiple Choice

What is your age range?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
Multiple Choice

Which best describes your household income range? (Template note: swap this for company size or annual revenue if this is a B2B survey.)

  • Under $50,000
  • $50,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q13
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q14
Message

All done — thank you! Your answers, combined with everyone else's, will shape how we define and prioritize our target market segments.

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 dedicated AI follow-up interview step that probes the reasoning behind each respondent's top-ranked need from the trade-off (max-diff) exercise, instead of stopping at a static ranking
  • Combines a Van Westendorp price sensitivity block with a needs-importance matrix and a max-diff trade-off, so price gets weighed against the same needs the AI interview digs into
  • Captures where respondents currently go instead of you (current alternative + satisfaction question) so gaps in the market are visible alongside pricing signals
  • Ends in an auto-generated report built from transparent, visible prompts, plus standard segmentation questions (age, income, gender) for slicing the data

SurveyMonkey

Target Market Analysis Survey Template

A ready-to-field template on an established survey platform with broad distribution and panel options. It covers standard market-sizing questions but relies on fixed question logic rather than probing individual responses further. Good for teams already inside the SurveyMonkey ecosystem who want quick benchmarking.

What it does well

  • Established, widely-used survey platform with large distribution/panel reach
  • Ready-to-use template requiring no custom build
  • Likely integrates with SurveyMonkey's broader benchmarking and reporting tools

Where it falls short

  • No adaptive AI follow-up that probes the 'why' behind a specific answer
  • No voice AI interview option
  • No published methodology showing how question wording or scoring was derived

SurveySparrow

Free Target Market Analysis Template

A free, conversational-style template that presents questions one at a time for a more engaging respondent experience. It's positioned as a quick-start template rather than a deep-dive research instrument, and its conversational format is templated, not adaptive to individual answers.

What it does well

  • Chat-like, conversational question flow that can feel less like a form
  • Free to use as a starting template
  • Likely mobile-friendly given SurveySparrow's typical design

Where it falls short

  • Conversational UI is not the same as adaptive follow-up questioning based on a respondent's specific answer
  • No voice AI interview or screen-share task capability
  • No visible per-response quality scoring

Jotform

Market Analysis Template

A general market-analysis form built on Jotform's drag-and-drop form builder, useful for quick internal data collection. It reads as a generic business form template rather than one purpose-built for segment sizing, pricing trade-offs, or competitive-alternative discovery. Customization is manual and static once published.

What it does well

  • Flexible drag-and-drop builder for customizing fields
  • Wide range of integrations typical of Jotform's ecosystem
  • Easy to embed or share as a standalone form

Where it falls short

  • No adaptive AI interviewing — every respondent sees the same fixed question set
  • No built-in price sensitivity (e.g., Van Westendorp) or trade-off (max-diff) methodology apparent from the template
  • No automated per-response quality scoring or generated insights report

Typeform

Market Analysis Template Form Template

A polished, conversational one-question-at-a-time form template well suited to good completion rates. It supports basic conditional logic branching but the question set itself is static and not tailored to each respondent's stated priorities. Best treated as a nicely designed intake form rather than an interview instrument.

What it does well

  • Strong, well-known design/UX for one-question-at-a-time forms
  • Conditional logic branching supported
  • Easy to publish and share quickly

Where it falls short

  • No adaptive AI follow-up interview that digs into an individual's stated top priority or trigger
  • No voice AI interview or guided screen-share task option
  • No automated quality scoring or transparent prompt methodology published

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free