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Competitive Perception vs Named Competitors Survey

Benchmarks how customers and prospects rate you against specific named competitors on the criteria that actually drive their choice — combining a max-diff prioritization, a head-to-head perception battery, and an AI follow-up that digs into the exact moment a competitor won or nearly won the deal.

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Sample questions

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

12 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to share your honest perspective on us versus other providers you've considered. Your candid comparisons help us understand where we really stand — about 6 minutes.

Q02
Multiple ChoiceRequired

Which of the following providers have you seriously considered or evaluated in the last 12 months? (Template note: replace with your brand plus real competitor names before launching.)

  • (Our Company)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
Q03
Multiple ChoiceRequired

Which provider do you currently use the most for this? (Template note: replace list with your brand plus competitors.)

  • (Our Company)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
Q04
Best–Worst Trade-off (MaxDiff)Required

When choosing between providers like these, which factors matter most versus least to you?

  • Price / value for money
  • Product quality and reliability
  • Ease of use
  • Customer support and responsiveness
  • Breadth of features
  • Brand reputation and trust
  • Speed of implementation or onboarding
  • Integration with other tools you use
Pick best & worst per setBest:Matters most when choosing a providerWorst:Matters least when choosing a provider
Q05
Slider MatrixRequired

Thinking about (Our Company) compared to the other providers you've considered, how do we stack up on each of these? (Template note: swap in your own criteria if different from the list above.)

6 rows, one slider each
  • Price / value for money
  • Product quality and reliability
  • Ease of use
  • Customer support and responsiveness
  • Breadth of features
  • +1 more
Slider 0–10Min:Much worse than competitorsMax:Much better than competitors
Q06
Point AllocationRequired

If you had to split 100 points across these providers to reflect how strongly you'd prefer each one today, how would you divide it? (Template note: replace with your actual competitor set.)

  • (Our Company)
  • (Competitor A)
  • (Competitor B)
  • (Competitor C)
Allocate 100 points
Q07
Opinion ScaleRequired

How likely are you to recommend (Our Company) over other providers to a peer facing the same decision?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
AI Interview

Probe the single biggest reason a competitor would win or nearly won this respondent's business, anchoring on whichever criterion they rated us weakest on in the previous comparison. Ask for a specific recent moment or evaluation — not a general impression — and what exactly (Our Company) would have needed to do differently. If they rated us favorably across the board, probe instead for the one thing that could still tip them toward a competitor next time.

Q09
Long Text

What would have to change about our product, pricing, or service for you to switch providers?

Q10
Multiple Choice

What is your role in choosing or purchasing providers like this?

  • Final decision-maker
  • Strong influencer, not final decision
  • Evaluator / researcher
  • End user, not involved in the decision
  • Prefer not to say
Q11
Multiple Choice

What is the size of your organization?

  • 1-10 employees
  • 11-50 employees
  • 51-200 employees
  • 201-1000 employees
  • 1000+ employees
  • Prefer not to say
Q12
Message

That's everything — thank you for the candid comparisons. Your responses feed directly into our competitive positioning analysis and will help shape where we invest next.

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 a max-diff exercise that forces respondents to trade off the specific factors that actually drive provider choice, rather than rating attributes in isolation
  • Combines a head-to-head slider matrix and constant-sum allocation so you get both perceived strength on each attribute and share-of-preference in one flow
  • Uses an AI follow-up interview to probe the exact moment a named competitor won or nearly won the deal, capturing detail a static survey can't reach
  • Closes with an open long-text on what would have to change to switch providers, plus screening questions on role and org size to segment the findings by buyer type

Jotform

Brand Perception Survey Form Template

A generic brand perception form covering general awareness and sentiment questions rather than structured comparison against specific named competitors. It's a static, fielding-ready form builder template you can duplicate and edit, but it doesn't include trade-off or prioritization methodology. Best suited for basic brand tracking, not competitive benchmarking.

What it does well

  • Easy to duplicate and customize in Jotform's drag-and-drop builder
  • Fielding-ready with standard form logic and design themes
  • Familiar Jotform integrations for distribution and data collection

Where it falls short

  • No max-diff or constant-sum mechanism to force competitor trade-offs
  • Static question set only — no adaptive AI follow-up to probe a specific near-loss moment
  • No published methodology or prompt transparency behind question design

SurveyMonkey

Brand Perception Survey Template & Questions

SurveyMonkey's template focuses on general brand sentiment and awareness questions with some competitor-mention items, but it isn't built around a structured named-competitor benchmarking exercise. It's a ready-to-field template backed by a large survey platform, useful for broad brand health checks rather than deal-level win/loss analysis. Reporting is standard aggregate charting, not deal-specific analysis.

What it does well

  • Backed by a mature survey platform with strong panel and distribution options
  • Ready-to-use with established brand-tracking question logic
  • Good aggregate reporting and cross-tab dashboards

Where it falls short

  • No max-diff prioritization or constant-sum allocation across named competitors
  • No adaptive or voice AI interview to dig into a specific near-loss moment
  • Static, fixed-question format with no per-response quality scoring

SurveySparrow

Brand Perception Survey Template

This template covers general brand image and recall questions in SurveySparrow's conversational form format, but it's not structured as a head-to-head, named-competitor comparison instrument. It's fielding-ready and benefits from a conversational UI, though it lacks any trade-off or prioritization scoring method. Suited to general brand health tracking rather than competitive win/loss diagnostics.

What it does well

  • Conversational, chat-style UI that can improve completion rates
  • Ready-to-field template within SurveySparrow's platform
  • Supports basic branching logic for simple personalization

Where it falls short

  • No max-diff or constant-sum method to quantify competitor trade-offs
  • No AI-driven follow-up interview to probe the moment a competitor nearly won
  • No transparent prompt methodology or automated quality scoring of responses

Typeform

Brand Perception Survey Template

Typeform's version delivers a polished, conversational brand perception survey with strong design, but it centers on general perception rather than a structured named-competitor benchmarking battery. It is fielding-ready out of the box with Typeform's signature one-question-at-a-time flow. It doesn't include prioritization exercises or deal-level competitor probing.

What it does well

  • Clean, high-completion conversational survey design
  • Ready-to-use template within a widely adopted survey platform
  • Supports logic jumps for basic personalization

Where it falls short

  • No max-diff or constant-sum exercise to force competitor prioritization
  • No adaptive AI or voice interview capability to explore a specific near-loss deal moment
  • No automated per-response quality scoring or published prompt methodology

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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