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Sales & Revenue

Closed-Won Buyer Decision Analysis Survey

Captures structured post-purchase feedback from closed-won buyers on their evaluation process, competitive comparisons, decision drivers, and satisfaction to inform sales strategy and improve win rates.

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Sample questions

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

23 questions · ~10 min
Q01
Message

Thank you for agreeing to share your feedback. This survey asks about your recent purchasing experience and the factors that influenced your decision. It should take approximately 6–8 minutes to complete. 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, will be anonymized, and reported only in aggregate. Your feedback will be used internally to improve our products, services, and sales process. By continuing, you confirm that you understand and agree to participate.

Q02
Multiple Choice

When did you complete your purchase with us?

  • In the last 30 days
  • 31–90 days ago
  • 91–180 days ago
  • More than 180 days ago
Q03
Multiple Choice

Which best describes your evaluation process?

  • I only evaluated your company
  • I evaluated your company and at least one other vendor
Q04
Multiple Choice

What was the single most important reason you chose us?

  • Product capabilities/features
  • Ease of use
  • Price/value for money
  • Implementation speed/time to value
  • Integration with existing tools
  • Customer support and service
  • Security and compliance
  • Brand/trust
  • Available references/case studies
  • Contract terms/flexibility
  • Other (please specify)
Q05
Opinion Scale

Overall, how satisfied are you with your decision to choose us?

Scale: 1 – 7
Min:Not at all satisfiedMax:Extremely satisfied
Q06
AI Interview

We'd like to understand more about your decision-making process. Please share your thoughts and our AI moderator will ask a couple of follow-up questions.

Q07
Multiple Choice

Which best describes your job function?

  • Executive/Owner
  • Finance
  • Operations
  • IT/Engineering
  • Sales/Business Development
  • Marketing
  • Product/Design
  • Customer Support/Success
  • Other
  • Prefer not to say
Q08
Message

Thank you for your time and insights — your feedback is greatly appreciated and will directly inform how we improve our products and services.

Q09
Multiple Choice

What was your role in the purchase decision?

  • I was the primary decision-maker
  • I was part of a decision committee
  • I influenced the decision
  • I am an end user only
  • I was not involved in the decision
Q10
Long Text

Which other vendor or solution was the top alternative you considered?

Q11
Ranking

Please rank the following factors by how much they influenced your decision, from most to least important.

  1. Product capabilities/features
  2. Ease of use
  3. Price/value for money
  4. Implementation speed/time to value
  5. Integration with existing tools
  6. Customer support and service
  7. Security and compliance
  8. Brand/trust
  9. Contract terms/flexibility
Drag to rank
Q12
Opinion Scale

How likely are you to recommend us to a colleague or peer?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q13
Long Text

Based on your responses in this survey, is there anything else you would like to share about your purchasing experience or decision?

Q14
Multiple Choice

What is your seniority level?

  • Executive (C-level/Founder)
  • VP/Director
  • Manager
  • Individual contributor
  • Other
  • Prefer not to say
Q15
Multiple Choice

Which best describes this purchase?

  • New purchase
  • Replacement of an existing solution
  • Expansion/additional licenses
  • Renewal
  • Pilot/trial converting to paid
Q16
Multiple Choice

Compared with your top alternative, in which areas did our solution have a clear advantage? (Select all that apply)

  • Product capabilities/features
  • Ease of use
  • Price/value for money
  • Implementation speed/time to value
  • Integration with existing tools
  • Customer support and service
  • Security and compliance
  • Brand/trust/reputation
  • References/case studies
  • Contract terms/flexibility
  • None of the above
Q17
Long Text

What, if anything, almost kept you from choosing us?

Q18
Multiple Choice

How many employees does your organization have?

  • 1–10
  • 11–50
  • 51–200
  • 201–1,000
  • 1,001–5,000
  • 5,001–10,000
  • 10,001+
  • Prefer not to say
Q19
Long Text

What problem or goal led you to look for a solution?

Q20
Multiple Choice

In which areas, if any, was the alternative stronger than our solution? (Select all that apply)

  • Product capabilities/features
  • Ease of use
  • Price/value for money
  • Implementation speed/time to value
  • Integration with existing tools
  • Customer support and service
  • Security and compliance
  • Brand/trust/reputation
  • References/case studies
  • Contract terms/flexibility
  • None — our solution was stronger in all areas
Q21
Multiple Choice

Which industry best describes your organization?

  • Technology/Software
  • Professional Services
  • Financial Services
  • Healthcare/Life Sciences
  • Manufacturing
  • Retail/eCommerce
  • Education
  • Government/Nonprofit
  • Other
  • Prefer not to say
Q22
Dropdown

Which region best describes your organization's primary location?

  • North America
  • Latin America & Caribbean
  • Western Europe
  • Eastern Europe
  • Middle East & North Africa
  • Sub-Saharan Africa
  • South Asia
  • East & Southeast Asia
  • Oceania
  • Prefer not to say
Q23
Multiple Choice

May we contact you for a brief follow-up conversation if needed?

  • Yes
  • No

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.

Why this template

What this template is built to do — we found no directly comparable template from other survey tools to review.

What sets it apart

  • Pairs structured screening (purchase timing, buyer role, purchase type, firmographics) with an AI follow-up interview that adaptively probes each buyer's actual decision narrative, not just fixed-choice answers
  • Includes explicit competitive-comparison questions — naming the top alternative considered, where the solution was clearly stronger, and where the alternative was stronger — which most generic satisfaction or process templates omit entirely
  • Captures ranked decision-driver factors, satisfaction and recommend-likelihood scales, and an open-text question on what almost prevented the purchase, giving sales teams both quantifiable and narrative signal
  • Closes with consent to re-contact the buyer and feeds into an auto-generated report, connecting raw responses directly to sales-strategy follow-up

Ready to launch?

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

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