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Brand Conversion Funnel & Purchase Driver Survey

Tracks where prospects and past buyers stand in the path from awareness to purchase, what drives or blocks that decision, and how price perceptions factor in — with an AI follow-up that reconstructs the specific moment someone almost bought (or almost switched away) instead of relying on generic attitude ratings.

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Sample questions

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

13 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to share your experience with (Replace with your brand name)! This helps us understand what pushes people toward — or away from — buying. About 5 minutes.

Q02
Multiple ChoiceRequired

Which best describes your relationship with (Replace with your brand name) today?

  • Aware of the brand but never purchased
  • Considered purchasing but haven't yet
  • Purchased once
  • Purchased more than once
  • Used to purchase, but not anymore
Q03
Multiple Choice

How did you first hear about (Replace with your brand name)?

  • Social media
  • Search engine
  • Word of mouth or recommendation
  • Online advertisement
  • Review or comparison site
  • In-store display
Q04
Opinion ScaleRequired

How likely are you to purchase from (Replace with your brand name) in the next 3 months?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q05
Matrix

How much do you agree with each statement about (Replace with your brand name)?

4 rows × 5 columns
  • Offers good value for the price
  • Is higher quality than alternatives I've tried
  • Feels trustworthy
  • Stands out from other brands I could choose
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
Best–Worst Trade-off (MaxDiff)Required

When deciding whether to buy from a brand like this, rank these factors from most to least influential for you.

  • Price
  • Product quality
  • Brand reputation
  • Customer reviews
  • Recommendation from friend or family
  • Convenience of purchase
  • Values or sustainability alignment
Pick best & worst per setBest:Most influential in your decision to buyWorst:Least influential in your decision to buy
Q07
Multiple Choice

What, if anything, is holding you back from purchasing (or purchasing again) from (Replace with your brand name)?

  • Price is too high
  • Not sure it's better than what I already use
  • Don't know enough about the product or service
  • Had a negative past experience
  • Can't find it where I shop
  • Timing isn't right
Q08
Price Sensitivity (Van Westendorp)

Now a few quick questions about pricing for (Replace with your product/service name). (Template note: swap in the actual product or service being priced.)

  • At what price would you consider (Replace with your product/service name) so inexpensive that you'd question its quality?
  • At what price would you consider it a bargain — great value for the money?
  • At what price would you consider it starting to get expensive, though you'd still consider buying it?
  • At what price would it be so expensive that you would not consider buying it at all?
Q09
AI Interview

Probe the reasoning behind the respondent's likelihood-to-purchase rating and any barrier they selected: have them walk through the last time they seriously considered buying from this brand, what almost stopped them, and what would need to change for them to buy (or buy again) within the next month. If they already buy regularly, probe instead what could make them switch to a competitor.

Q10
Multiple Choice

What is your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q11
Multiple Choice

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q12
Dropdown

What is your annual household income?

  • Under $25,000
  • $25,000-$49,999
  • $50,000-$74,999
  • $75,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q13
Message

That's everything — thank you! Your answers, along with everyone else's, will shape how we message, price, and remove friction from the path to purchase.

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

  • Goes beyond a single likelihood-to-purchase rating with an AI follow-up interview that reconstructs the actual moment someone almost bought or almost switched away, surfacing specifics generic scales miss
  • Combines attitudinal measures (agreement matrix, MaxDiff ranking of purchase drivers) with a Van Westendorp pricing module in one flow, so price sensitivity is tied to the same respondent's funnel stage
  • Segments respondents by relationship to the brand and purchase barriers before probing, so the AI follow-up questioning is grounded in where each person actually sits in the funnel
  • Auto-generates a report from responses plus the AI-probed reasoning, without requiring manual coding of open-ended 'what's holding you back' answers

SurveyMonkey

Brand Conversion Survey Template

A directly comparable, ready-to-field template covering brand awareness-to-purchase progression, similar to QuestionPunk's core structure. It relies on standard fixed-choice and rating questions rather than any adaptive questioning. Backed by SurveyMonkey's broad distribution and analytics tools.

What it does well

  • Purpose-built for brand conversion funnel tracking, so questions are pre-mapped to funnel stages
  • Benefits from SurveyMonkey's established survey distribution, panel, and reporting infrastructure
  • Likely fielding-ready with minimal setup for teams already on SurveyMonkey

Where it falls short

  • Static question set with no adaptive follow-up to probe the specific reasons behind a purchase decision
  • No mechanism to reconstruct a specific near-purchase or near-switch moment beyond generic attitude questions
  • No published prompt-level methodology since there's no AI questioning layer to document

QuestionPro

Brand mindset IQ survey questions + sample questionnaire template

This is presented largely as a guide with sample questions on brand mindset/perception rather than a single fielding-ready funnel template. It's relevant for brand perception and purchase-intent style questions but framed more broadly than a conversion-funnel-specific instrument. Best treated as reference content plus a customizable questionnaire.

What it does well

  • Covers broad brand mindset dimensions (awareness, perception, loyalty) that can feed into funnel analysis
  • Includes sample questionnaire content useful as a question-writing reference
  • Part of QuestionPro's wider survey platform with standard reporting features

Where it falls short

  • Reads as a guide/sample-question resource rather than a purpose-built, ready-to-launch conversion funnel survey
  • No adaptive AI follow-up to dig into the specific reasoning behind a purchase or switching decision
  • No transparent, publishable prompt methodology since questioning is static and interviewer-free

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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