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Subscription Box Curation & Retention Survey

Diagnoses what keeps subscribers renewing a recurring box — unboxing experience, product-value fit, and pricing sensitivity — using a best-worst trade-off to prioritize curation levers and an AI follow-up that surfaces the real reason behind a subscriber's renewal or cancel intent. Built for subscription box brands optimizing retention.

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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 being a subscriber! We'd love to hear about your experience with your box — from unboxing to whether you'll keep it coming. This takes about 5 minutes and directly shapes future boxes.

Q02
Multiple ChoiceRequired

How long have you been subscribed to this box?

  • Less than 1 month
  • 1-3 months
  • 4-6 months
  • 7-12 months
  • More than 1 year
Q03
Opinion ScaleRequired

Overall, how satisfied were you with your most recent box?

Scale: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q04
MatrixRequired

Rate your most recent box on each of the following:

5 rows × 5 columns
  • Product quality
  • Value for the price
  • Unboxing/packaging experience
  • Personalization to your tastes
  • Delivery reliability (on-time, undamaged)
Columns: Very poor · Poor · Fair · Good · Excellent
Q05
Best–Worst Trade-off (MaxDiff)Required

Across pairs of box qualities, which matters most and least to whether you keep subscribing?

  • Product quality
  • Price/value
  • Variety of items each box
  • Personalization to my preferences
  • Surprise/discovery factor
  • Sustainable/eco-friendly packaging
  • Ability to customize or swap items
Pick best & worst per setBest:Matters most to meWorst:Matters least to me
Q06
Point AllocationRequired

If you were designing your ideal future box, how would you split 100 points across these to reflect what you'd want more of?

  • Full-size products
  • Trial/sample sizes
  • Exclusive or limited-edition items
  • Lifestyle extras (stickers, cards, etc.)
  • Higher-value/premium items
Allocate 100 points
Q07
Price Sensitivity (Van Westendorp)Required

Thinking about a monthly subscription box like this one, please answer the following about price:

  • At what monthly price would this subscription box be so inexpensive that you'd question its quality?
  • At what monthly price would this subscription box be a bargain — a great buy for the money?
  • At what monthly price would this subscription box start to seem expensive, though you'd still consider it?
  • At what monthly price would this subscription box be so expensive that you would not consider buying it?
Q08
Opinion ScaleRequired

How likely are you to continue this subscription for the next 3 months?

Scale: 0 – 10
Min:Definitely will cancelMax:Definitely will continue
Q09
AI Interview

Anchor on the respondent's stated likelihood to continue and their ratings of quality, value, and personalization. If they lean toward canceling, probe the specific trigger (a bad box, price hike, lack of relevance, competitor offer) and whether anything could win them back. If they lean toward continuing, probe what specifically earns their loyalty and whether any single aspect of the last box still disappointed them despite the overall positive intent.

Q10
Multiple Choice

What was the main reason you originally signed up for this box?

  • Discover new products
  • Convenience/save time shopping
  • Cost savings vs. buying items individually
  • Fun/surprise factor
  • Gift for myself or someone else
Q11
Multiple Choice

What is your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
Multiple Choice

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 feed directly into how we plan and price upcoming boxes.

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 best-worst (max-diff) trade-off exercise that forces subscribers to prioritize which curation levers (unboxing, product-value fit, pricing) actually drive retention, rather than rating everything highly
  • Pairs a Van Westendorp price sensitivity block with a constant-sum 'ideal box' allocation, giving pricing and curation-mix data in the same flow
  • Features an adaptive AI follow-up interview that anchors on each respondent's own stated renewal likelihood and satisfaction ratings to surface the real reason behind their renew/cancel intent, something static form builders cannot do
  • Closes with an automated per-response quality score and auto-generated report, so subscription brands get a synthesized retention diagnosis rather than a raw response export

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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