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CPG Packaging Evaluation: Shelf Findability, Claims & Standout

Evaluates shelf findability, claim clarity, believability, and visual standout of CPG/FMCG packaging designs. Use with packaging concepts or mock-ups to generate optimization insights before launch.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

30 questions · ~13 min
Q01
Message

Thank you for participating in this study about product packaging. Your responses are voluntary, confidential, and will be reported only in aggregate. There are no right or wrong answers—we are simply interested in your honest opinions. This survey takes approximately 13 minutes to complete. You may stop at any time. If you are shown any images, please open them at full size and zoom in to read any claims or small text.

Q02
Multiple Choice

In the past 30 days, have you purchased any packaged grocery, personal care, or household products?

  • Yes
  • No
  • Not sure
Q03
Message

Please carefully review the packaging image(s) below before continuing. Zoom in to read any claims or small text.

Q04
Opinion Scale

Based on what you saw, how easy or difficult would it be to spot this product on a typical store shelf?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q05
Long Text

What is the main claim or message you recall from the packaging? Please be as specific as possible.

Q06
Opinion Scale

Overall, how much does this packaging stand out compared to competing products you would expect to see on the same shelf?

Scale: 1 – 7
Min:Does not stand out at allMax:Stands out a great deal
Q07
Opinion Scale

How likely or unlikely would you be to purchase this product in the next month?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q08
AI Interview

We'd like to explore your packaging impressions in a bit more depth. An AI moderator will ask a few brief follow-up questions based on your responses.

Q09
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q10
Long Text

Based on your responses in this survey, is there anything else you'd like to share about the packaging or your experience?

Q11
Message

Thank you for completing this survey! Your responses have been saved and will be used to help improve packaging design. You may now submit.

Q12
Multiple Choice

Where do you usually buy packaged grocery, personal care, or household products? Select all that apply.

  • Supermarket / Grocery store
  • Big-box retailer (e.g., hypermarket)
  • Online grocery delivery
  • Warehouse club
  • Convenience store
  • Drugstore / Pharmacy
  • Specialty store (e.g., natural foods)
  • Other
Q13
Multiple Choice

Were you able to view the packaging clearly?

  • Yes
  • No
Q14
Multiple Choice

Where would you most expect to find this product in a store or online? Please select one.

  • Cereal / Breakfast aisle
  • Snacks aisle
  • Beverages aisle
  • Refrigerated dairy
  • Frozen foods
  • Personal care
  • Household cleaning
  • Health / Wellness
  • Checkout area / Impulse
  • Online search bar
  • Not sure
Q15
Multiple Choice

Which of the following claims did the packaging communicate? Select all that apply.

  • Natural ingredients
  • High protein
  • Low sugar
  • Eco-friendly packaging
  • No artificial additives
  • Vegan friendly
  • Gluten-free
  • Made locally
  • None of the above / I didn't notice a claim
Q16
Multiple Choice

Which elements most contribute to the packaging's standout on shelf? Select up to three.

  • Color palette
  • Typography
  • Brand logo
  • Imagery / graphics
  • Claim badge or seal
  • Pack shape / structure
  • Finish or materials (e.g., matte, foil)
Q17
Long Text

What most influenced your purchase likelihood rating above?

Q18
Multiple Choice

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q19
Opinion Scale

How noticeable is the brand logo on the packaging?

Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q20
Opinion Scale

How clear or unclear was the main claim on the packaging?

Scale: 1 – 7
Min:Very unclearMax:Very clear
Q21
Ranking

Rank the following elements from most to least impactful for shelf standout.

  1. Color palette
  2. Logo size
  3. Claim prominence
  4. Imagery / graphics
  5. Typography
Drag to rank
Q22
Dropdown

In which country do you currently reside?

  • United States
  • Canada
  • United Kingdom
  • Australia
  • India
  • Other
  • Prefer not to say
Q23
Opinion Scale

How noticeable is the product imagery or graphics on the packaging?

Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q24
Opinion Scale

How believable or unbelievable is the main claim you noticed on the packaging?

Scale: 1 – 7
Min:Very unbelievableMax:Very believable
Q25
Long Text

If you could make one change to improve how easy this packaging is to find or how much it stands out, what would it be?

Q26
Dropdown

What is the highest level of education you have completed?

  • Less than high school
  • High school or equivalent
  • Some college / Associate degree
  • Bachelor's degree
  • Graduate or professional degree
  • Prefer not to say
Q27
Opinion Scale

How noticeable are the claims or callouts on the packaging?

Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q28
Multiple Choice

Which of the following best describes your current employment status?

  • Full-time
  • Part-time
  • Self-employed
  • Student
  • Homemaker / caregiver
  • Unemployed and looking
  • Unemployed and not looking
  • Retired
  • Prefer not to say
Q29
Opinion Scale

How noticeable is the color palette or overall color scheme of the packaging?

Scale: 1 – 7
Min:Not at all noticeableMax:Extremely noticeable
Q30
Dropdown

Approximately how long do you think it would take you to find this product on a typical shelf?

  • Less than 5 seconds
  • 5–10 seconds
  • 11–20 seconds
  • 21–30 seconds
  • More than 30 seconds
  • I don't think I would find it

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.

Frequently asked questions

What questions are in the “CPG Packaging Evaluation: Shelf Findability, Claims & Standout” template?

The template includes 30 ready-to-use questions, starting with: “Thank you for participating in this study about product packaging. Your responses are voluntary, confidential, and will…” · “In the past 30 days, have you purchased any packaged grocery, personal care, or household products?” · “Please carefully review the packaging image(s) below before continuing. Zoom in to read any claims or small text.”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 30 questions in about 13 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free

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