Category Usage & Brand Perception Benchmark

Welcome and thank you for participating in this study! This survey asks about your experiences with products and services in this category. It should take approximately 8–10 minutes to complete. Your participation is entirely voluntary — you may stop at any time. All responses are anonymous and will be reported only in aggregate. There are no right or wrong answers; we simply value your honest opinions. Please click 'Next' to begin.

Have you used products or services in this category in the past 12 months?

• Yes, in the last 30 days
• Yes, 1–3 months ago
• Yes, 4–12 months ago
• No, not in the past 12 months
• I have never used this category

What are the main reasons you don't currently use products or services in this category? Select all that apply.

• It's too expensive
• I don't see a need for it
• I use an alternative solution
• I don't know enough about the options
• It's hard to find or access
• I had a bad past experience
• Other (please specify)

In the past 30 days, approximately how many times did you use products or services in this category?

• 0 times
• 1 time
• 2–3 times
• 4–7 times
• 8–15 times
• 16 or more times

Approximately how much do you typically spend on products or services in this category per month?

• $0 (I don't spend money on it)
• Under $10
• $10–$24
• $25–$49
• $50–$99
• $100–$249
• $250 or more
• Not sure

Where do you typically buy or access products or services in this category? Select all that apply.

• Online retailer
• Brand website or app
• Marketplace app (e.g., Amazon, Flipkart)
• Grocery, drug, or mass retailer
• Specialty store
• Subscription or delivery service
• Other (please specify)

In which of the following situations do you most often use products or services in this category? Select your top 3.

• Daily routine
• On-the-go or while traveling
• At work or school
• Special occasions or events
• Emergencies or last-minute needs
• Health, fitness, or self-care

What typically triggers you to use or purchase products or services in this category? Select all that apply.

• Ran low or needed a refill
• Planned schedule or routine
• Recommendation from someone I trust
• Discount or promotion
• Discovered a new product or brand
• Seasonal or situational need
• Other (please specify)

Which of the following brands in this category have you heard of? Select all that apply.

• A large national brand
• A store or private-label brand
• A premium or specialty brand
• A smaller or independent brand
• None of these
• Other (please specify)

Which brand do you use most often in this category?

• A large national brand
• A store or private-label brand
• A premium or specialty brand
• A smaller or independent brand
• Another brand
• I don't have a primary brand

Which brands did you seriously consider the last time you made a purchase in this category? Select all that apply.

• A large national brand
• A store or private-label brand
• A premium or specialty brand
• A smaller or independent brand
• Another brand
• I didn't consider multiple brands

Thinking about the brand you use most often, how satisfied are you with it overall?

How likely are you to recommend your primary brand to a friend or colleague?

Thinking about the brand you use most often, to what extent do you agree that it offers high-quality products or services?

To what extent do you agree that this brand offers good value for the price?

To what extent do you agree that this brand is trustworthy and reliable?

To what extent do you agree that this brand is innovative and forward-thinking?

Please rank the following factors from most to least important when choosing a product or service in this category.

1. Price / affordability
2. Quality / performance
3. Convenience / ease of access
4. Brand reputation / trust
5. Features / innovation

How likely are you to purchase or use products or services in this category in the next 3 months?

How much more, if anything, would you be willing to pay for the best option in this category compared to an average-priced option?

• I would not pay more
• Up to 10% more
• 11–25% more
• 26–50% more
• 51–100% more
• More than 100% more
• Not sure

Based on your responses in this survey, is there anything else you'd like to share about your needs, preferences, or views on brands in this category?

We'd love to understand your perspective in more depth. An AI moderator will ask you a couple of brief follow-up questions about your category and brand experiences.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

Which best describes your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college or technical training
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

• Full-time employed
• Part-time employed
• Self-employed
• Student
• Homemaker or caregiver
• Retired
• Not currently employed
• Prefer not to say

Which region do you currently live in?

• Africa
• Asia
• Europe
• North America
• Central America / Caribbean
• South America
• Oceania
• Prefer not to say

Thank you for completing this survey! Your responses are valuable and will help us better understand experiences with products and services in this category. All answers will remain confidential and be reported only in aggregate.