Consumer Brand Discovery & Choice Segmentation Survey

Welcome to this research survey on how people discover and choose brands. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested only in your honest opinions. All responses are confidential and will be reported only in aggregate. No individual answers will be shared. The survey takes approximately 8–10 minutes. Please answer based on your experiences in the last 3–6 months. By continuing, you confirm that you are 18 years or older and agree to participate.

To what extent do you agree or disagree with the following statement? "I prefer to stick with brands I already know rather than trying new ones."

Now we'd like to understand your recent purchasing behavior.

Of the following channels, which are your top 3 sources for learning about new products or brands? Please rank them from most to least used.

1. Search engines
2. Social media platforms
3. Online marketplaces
4. Brand websites or apps
5. Friends or family
6. Influencer content
7. Professional or media reviews
8. In-store browsing or staff

Based on your responses in this survey, is there anything else you would like to share about how you discover and choose brands?

Finally, a few questions about you. These help us understand differences across groups and will be kept strictly confidential.

Thank you for completing this survey — your responses are valuable and will help us better understand how people discover and choose brands. You may now close this window.

To what extent do you agree or disagree with the following statement? "I am willing to pay more for products that are environmentally or socially responsible."

Please rank the following factors by importance when choosing a new brand. Drag the most important to the top.

1. Price
2. Quality
3. Convenience
4. Brand reputation
5. Design or style

We'd like to explore your brand and shopping preferences in a bit more depth. An AI moderator will ask you a couple of brief follow-up questions based on your earlier answers.

What is your age?

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

To what extent do you agree or disagree with the following statement? "I usually research products thoroughly before making a purchase."

In the last 3 months, where did you make purchases most often?

• Online marketplace (e.g., Amazon, Mercado Libre)
• Brand website or app
• Physical retail store
• Social commerce (e.g., Instagram Shop, TikTok Shop)
• Subscription box or service
• Other

Which of the following best describes your gender?

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

To what extent do you agree or disagree with the following statement? "Getting the lowest price is more important to me than brand name."

Which of the following sources influenced your most recent significant purchase? Select all that apply.

• Friends or family
• Online customer reviews
• Influencers or social media posts
• Search engine results
• Online or in-app ads
• In-store staff or displays
• Brand emails or SMS
• Comparison or price-tracking sites
• Professional or media reviews
• None of these
• Other

In which region do you currently live?

• North America
• Latin America & Caribbean
• Europe
• Middle East
• Africa
• Asia
• Oceania
• Prefer not to say

To what extent do you agree or disagree with the following statement? "I enjoy being among the first to try new products or brands."

In the last 6 months, how much did you typically spend when trying a new brand in your favorite product category? Please use the approximate equivalent in your local currency.

• Under $20
• $20–$49
• $50–$99
• $100–$199
• $200 or more
• It varies widely
• 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 associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

To what extent do you agree or disagree with the following statement? "I trust recommendations from friends and family more than advertising."

In one or two sentences, what makes a brand stand out to you?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker or caregiver
• Unemployed
• Retired
• Other
• Prefer not to say

Thinking about your last few purchases, how planned versus spontaneous were they overall?

What is your approximate annual household income before taxes? Please use the equivalent in your local currency.

• 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

How many people, including you, live in your household?

• 1
• 2
• 3
• 4
• 5
• 6 or more
• Prefer not to say