Q01
Message
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Fiber, Protein & Gut Health Claims Credibility Study
Measures how much shoppers trust functional food and beverage claims around fiber, protein, and gut health/probiotics, what evidence makes a claim believable, and where skepticism creeps in. An AI follow-up interview digs into a specific claim the respondent doubted or trusted and reconstructs what actually changed their mind. Built for brand, insights, and regulatory teams evaluating label and marketing language.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q02
Multiple ChoiceRequired
In the last 30 days, how often have you bought a food or beverage product labeled with a functional claim (e.g., high fiber, added protein, supports gut health, probiotic)?
- Never
- Once
- A few times
- Weekly or more
Q03
MatrixRequired
How credible do you find each of these claim types when you see them on packaging?
5 rows × 4 columns
- High fiber
- Added or high protein
- Supports gut health / probiotic
- Prebiotic
- Low sugar with a functional benefit
Columns: Very credible · Somewhat credible · Not very credible · Not at all credible
Q04
Best–Worst Trade-off (MaxDiff)Required
When a package makes a health claim, which of these makes you MOST and LEAST likely to believe it's true?
- A cited clinical or university study
- A specific percentage or daily-value amount listed
- A recognizable third-party certification logo
- Endorsement from a doctor or dietitian
- A short, recognizable ingredient list
- A money-back or satisfaction guarantee
- Reviews from other customers
- The brand's overall reputation
Pick best & worst per setBest:Most convincingWorst:Least convincing
Q05
Opinion ScaleRequired
Overall, how trustworthy do you find functional health claims on food and beverage packaging in general?
Scale: 1 – 7
Min:Not at all trustworthyMax:Completely trustworthy
Q06
Multiple Choice
What makes you doubt a functional claim, if anything? Select all that apply.
- Vague wording (e.g., 'supports' instead of a specific number)
- No amount or percentage listed
- Small print or hard-to-find details
- Product tastes or looks like it can't be healthy
- Past experience where the benefit didn't show up
- Marketing feels exaggerated
- Brand has a history of overpromising
Q07
Rating ScaleRequired
If a product's claimed benefit (more fiber, more protein, better digestion) didn't match what you actually experienced, how likely would you be to buy that brand again?
Range: 1 – 5
Min:Very unlikelyMax:Very likely
Q08
AI Interview
Ask the respondent to name one specific product with a fiber, protein, or gut-health claim they either strongly believed or strongly doubted, and reconstruct why: what was on the package, what evidence (or lack of it) shaped their reaction, and whether their actual experience with the product confirmed or contradicted the claim. If they mention doubt, probe what single piece of evidence would have changed their mind. If they can't recall a specific product, ask them to walk through their last grocery trip and describe the first functional claim that caught their eye.
Q09
Multiple Choice
Where, if anywhere, do you typically check whether a functional health claim is actually true?
- I search online for the ingredient or study
- I check the nutrition facts panel myself
- I ask a doctor, dietitian, or pharmacist
- I read other customers' reviews
- I look for certification seals or logos
- I don't check — I just trust or ignore the claim
Q10
Multiple Choice
Which age range do you fall into?
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65+
- Prefer not to say
Q11
Multiple Choice
Which best describes your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q12
Message
Thank you for sharing your honest take on these claims! Your responses will feed into a report on which types of evidence make fiber, protein, and gut-health claims believable — helping shape clearer, more trustworthy labeling.
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
- Includes a dedicated AI follow-up interview that asks the respondent to name a specific product with a fiber, protein, or gut-health claim and probes what actually changed their mind about believing or doubting it
- Combines a max-diff exercise on what makes a health claim most/least believable with a matrix rating claim-type credibility and multiple-choice questions on doubt triggers and verification behavior, giving brand, insights, and regulatory teams both breadth and depth
- Every AI probe is built on a transparent, reviewable prompt rather than a hidden script, so teams evaluating label language can see exactly what was asked and why
- Produces an auto-generated report synthesizing closed-ended credibility ratings alongside the qualitative reasoning captured in the follow-up interviews, without requiring a manual coding pass
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.