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E-Commerce Concept Test: Appeal, Clarity & Differentiation

A structured concept testing survey for evaluating new e-commerce ideas with online shoppers. Measures appeal, clarity, perceived differentiation, and trial intent to inform positioning decisions before launch.

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Sample questions

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

26 questions · ~11 min
Q01
Message

Welcome! You are invited to participate in a short research survey (approximately 12 minutes) about a new online shopping concept. 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 and will be reported only in aggregate. By continuing, you agree to participate in this study.

Q02
Multiple Choice

In the past 3 months, have you purchased anything online?

  • Yes
  • No
Q03
Message

On the next screen you will see a brief description of a new e-commerce concept. Please read it carefully before answering the questions that follow.

Q04
Opinion Scale

Overall, how appealing is this concept to you?

Scale: 1 – 7
Min:Not at all appealingMax:Extremely appealing
Q05
Ranking

Please rank the following aspects by how much they drive your interest in this concept (drag the most important to the top).

  1. Price savings
  2. Faster delivery
  3. Convenience/ease of use
  4. Wider product selection
  5. Trust & safety
Drag to rank
Q06
Long Text

What, if anything, do you find most appealing about this concept?

Q07
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65 or older
  • Prefer not to say
Q08
Long Text

Based on everything you've shared, is there anything else you'd like us to know about your reaction to this concept?

Q09
Dropdown

How often do you typically make purchases online?

  • Daily
  • Several times a week
  • About once a week
  • A few times a month
  • About once a month
  • Less often
Q10
Message

<p><strong>[Concept Name]</strong></p><p>[Insert a 2-3 sentence description of the concept: what it is, how it works, and its key benefits.]</p><p>[Insert visual/mockup if available.]</p>

Q11
Opinion Scale

How clear or unclear was the concept description?

Scale: 1 – 7
Min:Very unclearMax:Very clear
Q12
Opinion Scale

This concept addresses a real need in my online shopping experience.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q13
Long Text

What concerns or hesitations, if any, do you have about this concept?

Q14
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Self-describe (please specify)
  • Prefer not to say
Q15
Message

Thank you for participating — your feedback is very helpful and will be used to improve this concept!

Q16
Multiple Choice

Which websites or apps do you purchase from most often? Select all that apply.

  • Amazon
  • Walmart
  • Target
  • eBay
  • Etsy
  • Brand or Shopify store
  • Grocery/delivery apps
  • Electronics specialists
  • Fashion retailers
  • Other
Q17
Opinion Scale

How different or similar is this concept compared to online shopping options you currently use?

Scale: 1 – 7
Min:Very similar to what existsMax:Very different from what exists
Q18
Opinion Scale

This concept would be worth paying for.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q19
AI Interview

Based on your responses, we'd like to understand your reactions to this concept in a bit more depth. An AI moderator will ask you a couple of follow-up questions.

Q20
Dropdown

Which country or region do you currently live in?

  • United States
  • Canada
  • United Kingdom
  • Australia
  • Germany
  • France
  • India
  • Brazil
  • Mexico
  • Japan
  • Other
Q21
Multiple Choice

Which of the following categories have you purchased online in the past 3 months? Select all that apply.

  • Electronics
  • Clothing & accessories
  • Home & kitchen
  • Beauty & personal care
  • Groceries
  • Health & wellness
  • Toys & games
  • Sports & outdoors
  • Automotive
  • Digital goods/subscriptions
  • Other
Q22
Opinion Scale

How likely or unlikely would you be to try this concept if it were available today?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q23
Opinion Scale

I would recommend this concept to a friend or family member.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q24
Dropdown

What is the highest level of education you have completed?

  • Less than high school
  • High school or equivalent
  • Some college/associate degree
  • Bachelor's degree
  • Postgraduate degree
  • Prefer not to say
Q25
Multiple Choice

Compared with the online shopping options you currently use, this concept seems…

  • Much worse
  • Somewhat worse
  • About the same
  • Somewhat better
  • Much better
  • Not applicable — I don't use similar options
Q26
Multiple Choice

What is your current employment status?

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

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.

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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