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Competitive Landscape & Switching Drivers Survey

Benchmarks how customers perceive your brand against named competitors — consideration, head-to-head ratings, and switching likelihood — then uses an AI follow-up interview to surface the real story behind a preference or switch. Built for product marketing, competitive intelligence, and strategy teams tracking share of consideration.

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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 perspective on the market! We're trying to understand how you see us compared to other options out there — there are no wrong answers. About 5-6 minutes.

Q02
Multiple ChoiceRequired

Which of the following companies have you seriously considered, gotten a quote from, or used in the last 12 months? (Template note: replace the names below with your real competitor set before launching.)

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
Q03
Multiple ChoiceRequired

Which one of these do you currently rely on the most for this need?

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • Don't currently use any of these
Q04
Best–Worst Trade-off (MaxDiff)Required

When you're comparing providers like these, which factors matter most to you? (Template note: adjust this list to match the real factors in your category.)

  • Price or value for money
  • Product or service quality
  • Customer support responsiveness
  • Ease of getting started
  • Reliability and uptime
  • Brand reputation
  • Flexibility of contracts or plans
  • Speed of implementation
Pick best & worst per setBest:Matters mostWorst:Matters least
Q05
MatrixRequired

Thinking about (Your Brand) versus the competitor you rely on most, how do we compare on each of the following?

5 rows × 5 columns
  • Price / value for money
  • Product or service quality
  • Customer support
  • Ease of use
  • Reliability
Columns: Much worse than them · Somewhat worse · About the same · Somewhat better · Much better than them
Q06
Opinion ScaleRequired

How likely are you to switch away from your current primary provider in the next 12 months?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q07
Point AllocationRequired

If you had to split a $100 budget among these providers based on how likely you'd be to choose each one today, how would you divide it?

  • (Your Brand)
  • (Replace with Competitor A)
  • (Replace with Competitor B)
  • (Replace with Competitor C)
  • Someone else entirely
Allocate 100 points
Q08
AI Interview

Probe the reasoning behind how the respondent split their budget and their stated switching likelihood. If most of the budget went to a competitor, dig into the specific trigger event or dealbreaker that pushed them there and what it would take to win the budget back. If most went to (Your Brand), confirm what's actually protecting that loyalty versus what's just inertia, and ask what would make them look elsewhere despite that.

Q09
Long Text

Is there one thing a competitor does noticeably better than we do that you wish we matched?

Q10
Multiple Choice

Which best describes your role in choosing between providers like these?

  • Final decision-maker
  • Strong influence on the decision
  • One voice among several
  • I mostly use what's already chosen
  • Prefer not to say
Q11
Dropdown

What's the approximate size of your organization?

  • Just me / freelance
  • 2-50 employees
  • 51-500 employees
  • 501-5,000 employees
  • 5,000+ employees
  • Prefer not to say
Q12
Message

That's everything — thank you! Your answers feed directly into how we track our position against the competition, and which gaps we prioritize closing first.

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

  • Pairs a quantitative comparison (consideration, current provider, MaxDiff on decision factors, head-to-head matrix ratings, and a $100 constant-sum budget split) with an AI follow-up interview that specifically probes why respondents allocated their budget the way they did and what's behind a switch
  • Includes an open-ended question on what a competitor does noticeably better, which the AI interview can dig into in real time instead of collecting a flat text answer
  • Segments results by role in the buying decision and organization size, so competitive intelligence and product marketing teams can slice share-of-consideration data by buyer type
  • Every AI probe follows a transparent, disclosed prompt, and responses get an automated quality score, so teams can trust the qualitative data feeding competitive reports

SurveyMonkey

Competitor Research Survey Template & Questions

A ready-to-field template with a standard set of competitor-awareness and rating questions, backed by SurveyMonkey's large distribution and panel infrastructure. It's built for broad benchmarking rather than deep, brand-specific switching narratives. Good starting point if you mainly need static ratings at scale rather than the 'why' behind them.

What it does well

  • Established survey distribution and panel reach
  • Large question/template library for quick setup
  • Familiar builder for teams already on SurveyMonkey

Where it falls short

  • Static question set with no adaptive follow-up to explore switching reasons
  • No automated per-response quality scoring
  • No published methodology for how questions were derived

SurveySparrow

Competitor Research Survey Template

A conversational, chat-style template covering competitor awareness and preference questions, fielding-ready out of the box. Its strength is presentation and multi-channel delivery rather than probing deeper into individual responses. Best suited to teams wanting a friendlier survey feel without needing follow-up depth.

What it does well

  • Conversational chat-style question flow
  • Multi-channel distribution options
  • Quick-start marketing-focused template

Where it falls short

  • No adaptive AI interviewing to follow up on an answer like a switch or budget split
  • No voice-based interview option
  • No transparent prompt or scoring methodology published

Typeform

Competitor Research Survey Template

A well-designed, fielding-ready template known for Typeform's clean one-question-at-a-time interface, which tends to boost completion on comparison-style questions. It covers standard competitive research ground but stops at the answer given, with no mechanism to explore the reasoning behind it. Strong for engagement, lighter on depth.

What it does well

  • Polished, high-completion-rate UX
  • Simple drag-and-drop customization
  • Good mobile-friendly design

Where it falls short

  • No AI follow-up or voice interview to surface the reasoning behind ratings or switching intent
  • No automated quality scoring of open responses
  • No disclosed prompt or methodology transparency

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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