Q01
Message
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Importance vs. Satisfaction Gap Analysis
Find your biggest opportunities by measuring the same attributes twice — how much each matters, and how well you deliver it today. The gaps become your priority list, and slider matrices keep it fast enough that people actually finish. AI follow-ups dig into the biggest gap each respondent reports.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
6 questions · ~5 min
Q02
Slider MatrixRequired
First: how IMPORTANT is each of these to you when using a product like ours?
7 rows, one slider each
- Speed and responsiveness
- Ease of learning
- Depth of features
- Quality of support
- Price for value
- +2 more
Slider 0–10Min:Not importantMax:Critical
Q03
Slider MatrixRequired
Now: how SATISFIED are you with how we deliver each of these today?
7 rows, one slider each
- Speed and responsiveness
- Ease of learning
- Depth of features
- Quality of support
- Price for value
- +2 more
Slider 0–10Min:Very dissatisfiedMax:Very satisfied
Q04
Multiple ChoiceRequired
Of the qualities above, which ONE would you fix first if you ran the company?
- Speed and responsiveness
- Ease of learning
- Depth of features
- Quality of support
- Price for value
- Reliability and uptime
- Data security and privacy
Q05
AI Interview
Explore the respondent's single biggest importance-satisfaction gap: a recent, specific moment when the shortfall affected them, what they did as a workaround, how it influences their renewal or recommendation intent, and what 'fixed' would concretely look like. Anchor on the attribute they said they'd fix first.
Q06
Message
Done — thank you! Your answers plot straight onto an importance-satisfaction matrix, and the interview explains the 'why' behind your biggest gap.
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
- Paired importance and satisfaction batteries on identical attributes produce per-attribute gap scores automatically
- A forced 'fix first' choice prevents the everything-matters flatline that pure rating grids produce
- The AI interview digs into each respondent's single biggest gap with a concrete recent story — the evidence behind the quadrant chart
Qualtrics
Feature Prioritization SurveyA free, PhD-designed template that prioritizes features by separating need-to-have from nice-to-have and produces a feature-importance matrix. It leans on conjoint methodology and prebuilt logic to identify what customers value most and where market gaps exist, though it emphasizes importance/trade-off more than a paired satisfaction measure and is English-only.
What it does well
- Expert (PhD-designed) prebuilt logic and survey structure so users do not design the method from scratch
- Delivers a feature-importance matrix distinguishing need-to-have from nice-to-have
- Frames output toward action: allocating limited development resources and avoiding costly build errors
- Free to use with a Qualtrics account and reusable for tracking preferences over time
Where it falls short
- No adaptive AI follow-up asking why a feature matters or where satisfaction falls short
- No voice administration of the prioritization questions
- English-only, so it cannot field the same study across languages natively
- Prioritization centers on importance/trade-off; a paired current-satisfaction gap view is not the emphasis, and output is a matrix rather than a written narrative
QuestionPro
GAP Analysis - Satisfaction Vs. ImportanceQuestionPro's GAP Analysis module pairs importance and satisfaction ratings on the same attributes and computes the difference in means to reveal where high-importance attributes underperform. It makes the core argument well (high satisfaction on a low-importance attribute does not help ROI), but the page explains the concept without showing the quadrant chart or scoring UI in the fetched content.
What it does well
- Correctly pairs importance and satisfaction on identical attributes and computes the gap as a difference in means
- Articulates the key insight that satisfaction alone misleads without importance weighting
- Ties the analysis directly to ROI prioritization (fix high-importance, low-satisfaction attributes first)
- Uses concrete attribute examples (Level of Support, Response Turnaround Time) to illustrate
Where it falls short
- No AI follow-up probing why an important attribute is dissatisfying, so root causes stay unexplained
- No voice-interview capture of the reasons behind low satisfaction
- Page conveys the concept but does not expose the quadrant chart or gap-scoring visualization to the user
- No auto-generated report translating gap scores into a prioritized action narrative
SurveySparrow
Gap Analysis Questionnaire TemplateA real gap-analysis questionnaire for comparing actual versus desired outcomes on projects. Useful structure for the same core idea; it targets project management rather than product attributes, and the gap math and follow-up are manual.
What it does well
- Genuine gap-analysis framing (actual vs. desired) ready to field
- Chat-style survey experience with easy customization
- Free template on a specialist survey platform
Where it falls short
- Project-management orientation — not paired importance/satisfaction batteries on product attributes
- No automatic per-attribute gap scores or quadrant output
- No probe into the story behind each respondent's biggest gap
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.