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Reformulated Product Reactions: Protein and Fiber Claims Study

Measures how shoppers react when a familiar food product is reformulated with added protein or fiber claims — covering purchase intent, trust in the new claims, taste expectations, and price sensitivity. Built for brand and innovation teams testing packaging or recipe changes, with an AI follow-up that digs into the real tension between health claims and taste concerns behind the numbers.

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Sample questions

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

15 questions · ~8 min
Q01
Message

Thanks for taking part! We'd like your honest reactions to a recently reformulated food product with new protein and fiber claims. This takes about 6-7 minutes, and there are no right or wrong answers.

Q02
Multiple ChoiceRequired

In the last 3 months, how often have you purchased (Replace with Brand X's product line)?

  • Never
  • Once
  • 2-3 times
  • 4-6 times
  • More than 6 times
Q03
Text HighlightRequired

Here is the updated packaging copy for the reformulated product. Please highlight the words or phrases that stand out to you the most, whether positively or negatively.

NOW WITH 20g PROTEIN AND 10g FIBER PER SERVING. Same great taste you love, reformulated to help you feel fuller, longer. No artificial sweeteners. (Template note: replace with your own product's actua…

Q04
Opinion ScaleRequired

After reading this updated packaging, how likely are you to buy this product the next time you shop?

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

Based on the new claims, how do you expect this reformulated version to taste compared to the original?

Range: 1 – 5
Min:Much worse than originalMax:Much better than original
Q06
MatrixRequired

How much do you agree with each statement about this reformulated product?

5 rows × 5 columns
  • This product's health claims feel trustworthy
  • Adding protein and fiber makes me worry it will taste worse
  • This product now feels healthier overall
  • The new claims justify paying a bit more
  • This still feels like the same brand I know
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q07
Best–Worst Trade-off (MaxDiff)Required

For a product like this, which claims matter most to you, and which matter least?

  • Added 20g protein per serving
  • Now contains 10g fiber per serving
  • Reduced sugar by 30%
  • Non-GMO ingredients
  • No artificial sweeteners
  • Same great taste, reformulated recipe
  • Lower sodium per serving
Pick best & worst per setBest:Matters mostWorst:Matters least
Q08
Point AllocationRequired

You have 100 points to distribute. Please allocate them based on how much each factor drives your decision to buy this product.

  • Taste
  • Protein content
  • Fiber content
  • Price
  • Brand trust
  • Packaging and claims
Allocate 100 points
Q09
Price Sensitivity (Van Westendorp)Required

Thinking about the reformulated (Replace with product name), please answer with a specific price in mind.

  • At what price would this product be so cheap that you'd question its quality or the health claims?
  • At what price would this product be a bargain — a great buy for the money?
  • At what price would this product start to feel expensive, though you'd still consider buying it?
  • At what price would this product be so expensive that you would not consider buying it?
Q10
Multiple ChoiceRequired

How likely are you to switch from your usual protein or fiber snack brand to try this reformulated product?

  • Very likely
  • Somewhat likely
  • Not sure yet
  • Somewhat unlikely
  • Very unlikely
Q11
AI Interview

Explore the real tension between health claims and taste in the respondent's reaction to this reformulation: ask what specifically made them more or less interested after seeing the protein and fiber claims, and whether they actually believe the taste will hold up. If they rated purchase intent low, probe whether it's about taste doubts, price, distrust of the claims, or loyalty to the original recipe. If they rated it high, check whether that's genuine interest or just curiosity to try it once.

Q12
Message

Almost done — just a couple of quick optional questions about you.

Q13
Multiple Choice

Which age range do you fall into?

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q14
Multiple Choice

Which best describes your current diet or eating pattern?

  • No specific diet
  • High-protein focused
  • Vegetarian
  • Vegan
  • Low-carb / keto
  • Gluten-free
  • Other
  • Prefer not to say
Q15
Message

Thank you for your feedback! Your responses, along with your AI follow-up conversation, will help our product and marketing teams decide how to finalize the claims and messaging on this reformulated product.

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

  • Includes an AI follow-up interview that specifically probes the tension between health claims (protein/fiber) and taste concerns, going beyond static rating scales
  • Combines quantitative measures (opinion scale, rating, matrix, max-diff, constant sum, Van Westendorp pricing) with qualitative depth in one flow, so brand teams get both the 'what' and the 'why'
  • Uses a text-highlight task so respondents mark up the actual reformulated packaging copy, giving direct feedback on claim wording rather than abstract questions
  • Captures purchase intent, switch likelihood, and price sensitivity together with diet/demographic context, tailored specifically to reformulation and claims testing rather than generic messaging tests

SurveyMonkey

Messaging/claims Testing Survey Template

This is a fielding-ready static survey template aimed at testing messaging and claims, making it a reasonable comparison point for a protein/fiber claims study. It relies on standard closed-ended question types without any adaptive follow-up. It's a generic messaging-claims template rather than one built around a specific reformulation/taste-vs-health-claims tension.

What it does well

  • Backed by SurveyMonkey's established survey distribution and panel infrastructure
  • Purpose-built for messaging/claims testing use cases, so questions are likely relevant out of the box
  • Simple, familiar interface for respondents completing a standard survey

Where it falls short

  • No adaptive AI follow-up questioning — respondents answer fixed questions with no probing into the taste-vs-health-claim tension
  • No voice AI interview option or guided screen-share tasks for deeper qualitative exploration
  • No transparent, publishable prompt methodology or automated per-response quality scoring

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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