Q01
Message
All templates
Private Label vs Premium Splurge Trade-Off Survey
Measures where budget-pressured shoppers trade down to store brands and where they still splurge on premium products, using a best-worst trade-off exercise and a budget-allocation task to map real priorities. An AI follow-up interview reconstructs the last splurge purchase to uncover the emotional vs. practical logic behind when 'worth it' actually wins. Built for CPG, retail, and pricing teams.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
14 questions · ~7 min
Q02
Multiple ChoiceRequired
In the last 3 months, has your household changed how much you spend on everyday groceries and household goods because of price increases or budget pressure?
- Yes, cut back significantly
- Yes, cut back a little
- No real change
- Actually spending more freely
Q03
Multiple ChoiceRequired
Which of these categories have you switched from name-brand to store-brand or private label products in the last 3 months?
- Grocery staples (pasta, rice, canned goods)
- Snacks & beverages
- Personal care (shampoo, soap, etc.)
- Household cleaning supplies
- Over-the-counter medicine
- Baby or child products
- Pet food or supplies
Q04
Multiple ChoiceRequired
Even while cutting back elsewhere, which of these do you still splurge on name-brand or premium versions of?
- Coffee
- Skincare or beauty products
- Alcohol
- Specialty or gourmet food
- Clothing or apparel
- Electronics or tech
- Restaurant or takeout meals
Q05
Best–Worst Trade-off (MaxDiff)Required
When you do choose a store-brand or private label product over a name-brand one, which of these reasons matters most and least to you?
- It's noticeably cheaper
- Quality is basically the same
- I don't trust the brand name enough to pay more for it
- It was recommended by someone I trust
- It's what was in stock or available
- I tried it out of curiosity and it worked out
- The packaging or store display caught my attention
Pick best & worst per setBest:Matters mostWorst:Matters least
Q06
MatrixRequired
How much do you agree with each statement about store-brand products?
5 rows × 5 columns
- Store-brand products perform as well as name-brand equivalents
- I feel a little self-conscious buying store-brand in front of others
- Store-brand packaging looks cheaper than name-brand
- I'd recommend store-brand alternatives to a friend
- Price is the only reason I buy store-brand
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q07
Point AllocationRequired
If you had $100 in discretionary (non-essential) spending this month, how would you divide it across these categories?
- Groceries or food at home
- Dining out or takeout
- Personal care & beauty
- Clothing & apparel
- Entertainment & subscriptions
- Treats or small indulgences (coffee, snacks, etc.)
Allocate 100 points
Q08
Opinion ScaleRequired
If a premium brand you've switched away from lowered its price to match the store-brand alternative, how likely would you be to switch back?
Scale: 1 – 10
Min:Not at all likelyMax:Extremely likely
Q09
AI Interview
Ask the respondent to walk through the last time they bought their premium 'splurge' item — the one they still buy despite cutting back elsewhere: what triggered the purchase, how they felt, and whether they considered a cheaper alternative first. If they said they've cut back on everything, probe for the last small indulgence they allowed themselves and what made it feel justified. Anchor on the trade-off logic they use to decide when paying more is 'worth it' versus when it isn't.
Q10
Rating ScaleRequired
Overall, how satisfied are you with the store-brand or private label products you've tried as replacements?
Range: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q11
Multiple Choice
Which best describes your household's total annual income?
- Under $30,000
- $30,000-$59,999
- $60,000-$99,999
- $100,000-$149,999
- $150,000 or more
- Prefer not to say
Q12
Multiple Choice
How many people live in your household, including yourself?
- 1
- 2
- 3
- 4
- 5 or more
- Prefer not to say
Q13
Multiple Choice
Which age range do you fall into?
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q14
Message
That's everything — thank you for sharing how you're navigating your budget! Your answers help us understand where value-consciousness and premium spending coexist, and feed directly into a report on category-level trade-off behavior.
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
- Uses a best-worst trade-off exercise and a $100 budget-allocation task to map which categories shoppers actually trade down on versus protect
- Includes an AI follow-up interview that reconstructs the respondent's last premium 'splurge' purchase to surface the emotional vs. practical reasoning behind 'worth it' moments
- Pairs attitudinal matrix and satisfaction ratings on store-brand products with a price-parity opinion question to test brand switching elasticity
- Captures household income, size, and age demographics alongside behavior data so CPG and pricing teams can segment trade-off patterns by budget pressure
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.