Q01
Message
All templates
Product Concept Appeal & Purchase Intent Test
Tests how a new product or service concept lands with your target audience — appeal, differentiation, believability, and purchase intent — plus a best-worst trade-off on concept features and a price sensitivity check. An AI follow-up interview digs into the reasoning behind purchase intent scores so you know what to fix before you build it.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
13 questions · ~7 min
Q02
Text HighlightRequired
Please read the concept below carefully, then highlight any words or phrases that stand out to you — positively or negatively.
(Replace with your concept description: what the product is, who it's for, the core benefit, and any key features or price point. Keep it to the length a respondent would realistically read, e.g. 60-1…
Q03
Opinion ScaleRequired
Overall, how appealing is this concept to you?
Scale: 1 – 5
Min:Not at all appealingMax:Extremely appealing
Q04
Opinion ScaleRequired
How different is this concept from other products or services you currently use?
Scale: 1 – 5
Min:Not at all differentMax:Extremely different
Q05
Opinion ScaleRequired
How believable are the claims made in this concept?
Scale: 1 – 5
Min:Not at all believableMax:Completely believable
Q06
Opinion ScaleRequired
If this were available today, how likely would you be to buy it?
Scale: 1 – 5
Min:Definitely would not buyMax:Definitely would buy
Q07
Multiple ChoiceRequired
Which single part of the concept stood out to you the most?
- (Replace with concept feature A)
- (Replace with concept feature B)
- (Replace with concept feature C)
- (Replace with price/value mention)
- The overall idea, not one specific part
Q08
Best–Worst Trade-off (MaxDiff)Required
For each set, pick the concept feature you find most appealing and the one you find least appealing.
- (Replace with feature 1)
- (Replace with feature 2)
- (Replace with feature 3)
- (Replace with feature 4)
- (Replace with feature 5)
- (Replace with feature 6)
- (Replace with feature 7)
Pick best & worst per setBest:Most appealingWorst:Least appealing
Q09
Price Sensitivity (Van Westendorp)Required
Now thinking about price for this concept:
- At what price would this concept be so cheap that you'd question its quality? (Replace $X placeholder with your currency/context if needed)
- At what price would you consider this concept a bargain — a great buy for the money?
- At what price would this concept start to seem expensive, so that you'd have to think about whether to buy it?
- At what price would this concept be so expensive that you would not consider buying it?
Q10
AI Interview
Probe the reasoning behind the respondent's purchase intent rating: what specifically would make them buy or not buy, and whether that reason ties to appeal, differentiation, believability, or price. If they rated believability low, ask which specific claim felt implausible and why. If purchase intent is high but appeal or differentiation was low, ask what's driving the gap. Anchor every follow-up on the concept content, not generic opinions.
Q11
Multiple Choice
Which age group do you fall into?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q12
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q13
Message
That wraps up the survey — thank you! Your ratings and comments will feed directly into the go/no-go and pricing decisions for this concept.
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
- Combines quantitative concept metrics (appeal, differentiation, believability, purchase intent) with a text-highlighting exercise so you see exactly which words in the concept statement drive reactions.
- Includes a best-worst (MaxDiff) exercise on concept features plus a Van Westendorp price sensitivity check, giving structured trade-off and pricing data most concept tests skip.
- Adds an AI follow-up interview that probes the specific reasoning behind each respondent's purchase intent score, surfacing the 'why' before you commit to building the product.
- Auto-generates a report from the ratings, highlights, trade-off data, and interview transcripts, so you get a synthesized readout rather than raw spreadsheet exports.
Jotform
Concept Testing Survey Form TemplateA fielding-ready static form template for concept testing, built on Jotform's drag-and-drop form builder. It covers standard rating questions but relies on Jotform's general-purpose form infrastructure rather than research-specific logic like trade-off analysis or price sensitivity. Good for teams already embedded in the Jotform ecosystem for forms and workflows.
What it does well
- Easy drag-and-drop customization within a widely-used form builder
- Broad integration options (payment, storage, workflow apps) common to Jotform
- Simple to deploy quickly as a standalone form
Where it falls short
- Static question set with no adaptive AI follow-up to probe individual responses
- No built-in max-diff or Van Westendorp price sensitivity module apparent
- No per-response quality scoring or transparent prompt methodology
QuestionPro
Top 7 Product Concept Test Survey TemplateThis is a roundup/guide page listing multiple concept-test template ideas rather than a single ready-to-field survey instrument. It reflects QuestionPro's strength in market-research survey logic and reporting, but a researcher would need to pick and configure one of the seven options before fielding. Useful as inspiration more than a plug-and-play template.
What it does well
- Backed by a mature market-research platform with advanced survey logic
- Offers multiple template variations to choose from
- Established analytics and dashboard reporting features
Where it falls short
- Page is a list/guide of templates, not a single fielding-ready instrument
- No adaptive AI interview to dig into purchase-intent reasoning
- No indication of automated per-response quality scoring
SurveySparrow
Sample Concept Testing Survey TemplateA conversational-style, fielding-ready survey template that presents concept-testing questions one at a time in SurveySparrow's chat-like interface. It's designed for a smoother respondent experience but is still a fixed question flow rather than an adaptive interview. Best suited for teams wanting a quick, friendly-feeling concept survey.
What it does well
- Conversational, chat-style UI that can improve completion rates
- Simple setup within SurveySparrow's survey builder
- Mobile-friendly presentation format
Where it falls short
- Fixed question flow with no adaptive AI follow-up probing
- No apparent max-diff or Van Westendorp pricing module built into the template
- No transparent prompt or automated quality-scoring methodology
Typeform
Product Concept Testing Survey TemplateA polished, fielding-ready conversational form template built on Typeform's well-known interface, with conditional logic for branching respondents through concept-reaction questions. It focuses on presentation and basic branching rather than deeper research techniques like trade-off testing. Good for a clean respondent experience but limited on advanced analysis features.
What it does well
- Clean, well-designed conversational form experience
- Logic jumps allow some branching based on answers
- Easy to embed and share broadly
Where it falls short
- No adaptive AI interview or voice-based follow-up to explore purchase-intent reasoning
- No built-in max-diff or price sensitivity (Van Westendorp) question type evident
- No automated per-response quality scoring or transparent AI prompt disclosure
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.