Q01
Message
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CPG Packaging Evaluation: Shelf Findability, Claims & Standout
Evaluates shelf findability, claim clarity, believability, and visual standout of CPG/FMCG packaging designs. Use with packaging concepts or mock-ups to generate optimization insights before launch.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
30 questions · ~13 min
Q02
Multiple Choice
In the past 30 days, have you purchased any packaged grocery, personal care, or household products?
- Yes
- No
- Not sure
Q03
Message
Please carefully review the packaging image(s) below before continuing. Zoom in to read any claims or small text.
Q04
Opinion Scale
Based on what you saw, how easy or difficult would it be to spot this product on a typical store shelf?
Scale: 1 – 7
Min:Very difficultMax:Very easy
Q05
Long Text
What is the main claim or message you recall from the packaging? Please be as specific as possible.
Q06
Opinion Scale
Overall, how much does this packaging stand out compared to competing products you would expect to see on the same shelf?
Scale: 1 – 7
Min:Does not stand out at allMax:Stands out a great deal
Q07
Opinion Scale
How likely or unlikely would you be to purchase this product in the next month?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q08
AI Interview
We'd like to explore your packaging impressions in a bit more depth. An AI moderator will ask a few brief follow-up questions based on your responses.
Q09
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q10
Long Text
Based on your responses in this survey, is there anything else you'd like to share about the packaging or your experience?
Q11
Message
Thank you for completing this survey! Your responses have been saved and will be used to help improve packaging design. You may now submit.
Q12
Multiple Choice
Where do you usually buy packaged grocery, personal care, or household products? Select all that apply.
- Supermarket / Grocery store
- Big-box retailer (e.g., hypermarket)
- Online grocery delivery
- Warehouse club
- Convenience store
- Drugstore / Pharmacy
- Specialty store (e.g., natural foods)
- Other
Q13
Multiple Choice
Were you able to view the packaging clearly?
- Yes
- No
Q14
Multiple Choice
Where would you most expect to find this product in a store or online? Please select one.
- Cereal / Breakfast aisle
- Snacks aisle
- Beverages aisle
- Refrigerated dairy
- Frozen foods
- Personal care
- Household cleaning
- Health / Wellness
- Checkout area / Impulse
- Online search bar
- Not sure
Q15
Multiple Choice
Which of the following claims did the packaging communicate? Select all that apply.
- Natural ingredients
- High protein
- Low sugar
- Eco-friendly packaging
- No artificial additives
- Vegan friendly
- Gluten-free
- Made locally
- None of the above / I didn't notice a claim
Q16
Multiple Choice
Which elements most contribute to the packaging's standout on shelf? Select up to three.
- Color palette
- Typography
- Brand logo
- Imagery / graphics
- Claim badge or seal
- Pack shape / structure
- Finish or materials (e.g., matte, foil)
Q17
Long Text
What most influenced your purchase likelihood rating above?
Q18
Multiple Choice
What is your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q19
Opinion Scale
How noticeable is the brand logo on the packaging?
Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q20
Opinion Scale
How clear or unclear was the main claim on the packaging?
Scale: 1 – 7
Min:Very unclearMax:Very clear
Q21
Ranking
Rank the following elements from most to least impactful for shelf standout.
- Color palette
- Logo size
- Claim prominence
- Imagery / graphics
- Typography
Drag to rank
Q22
Dropdown
In which country do you currently reside?
- United States
- Canada
- United Kingdom
- Australia
- India
- Other
- Prefer not to say
Q23
Opinion Scale
How noticeable is the product imagery or graphics on the packaging?
Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q24
Opinion Scale
How believable or unbelievable is the main claim you noticed on the packaging?
Scale: 1 – 7
Min:Very unbelievableMax:Very believable
Q25
Long Text
If you could make one change to improve how easy this packaging is to find or how much it stands out, what would it be?
Q26
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
- Graduate or professional degree
- Prefer not to say
Q27
Opinion Scale
How noticeable are the claims or callouts on the packaging?
Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q28
Multiple Choice
Which of the following best describes your current employment status?
- Full-time
- Part-time
- Self-employed
- Student
- Homemaker / caregiver
- Unemployed and looking
- Unemployed and not looking
- Retired
- Prefer not to say
Q29
Opinion Scale
How noticeable is the color palette or overall color scheme of the packaging?
Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q30
Dropdown
Approximately how long do you think it would take you to find this product on a typical shelf?
- Less than 5 seconds
- 5–10 seconds
- 11–20 seconds
- 21–30 seconds
- More than 30 seconds
- I don't think I would find it
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.