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New Concept Evaluation and Pricing Study

Tests reaction to a new product or service concept — appeal, differentiation, purchase intent, and an optimal price range — for teams deciding whether to build or launch. An AI follow-up interview digs into what would make respondents actually buy or walk away.

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Sample questions

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

13 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to react to a new concept we're considering! Your responses are completely confidential and anonymized. There are no wrong answers — your honest first reaction is what's most useful. This will take about 6-7 minutes.

Q02
Message

Here's the concept: (Replace with your concept description, image, or one-page mockup. Template note: keep it to a single clear elevator pitch — one core benefit, one key feature, and how it works — so responses reflect the concept itself, not confusion about it.)

Q03
Opinion ScaleRequired

Based on this description, how likely would you be to purchase this if it were available today?

Scale: 0 – 10
Min:Definitely would not purchaseMax:Definitely would purchase
Q04
Rating ScaleRequired

Overall, how appealing is this concept to you?

Range: 1 – 5
Min:Not at all appealingMax:Extremely appealing
Q05
Opinion ScaleRequired

How different is this concept from other products or services you currently use?

Scale: 1 – 7
Min:Not different at allMax:Extremely different
Q06
MatrixRequired

How well does this concept deliver on each of the following?

4 rows × 5 columns
  • Solves a real problem I have
  • Is easy to understand
  • Feels credible and trustworthy
  • Offers something I can't already get elsewhere
Columns: Not at all · Slightly · Moderately · Very well · Extremely well
Q07
Best–Worst Trade-off (MaxDiff)Required

Which of these aspects of the concept matter most to you, and which matter least?

  • (Replace with feature/benefit A)
  • (Replace with feature/benefit B)
  • (Replace with feature/benefit C)
  • (Replace with feature/benefit D)
  • (Replace with feature/benefit E)
  • (Replace with feature/benefit F)
Pick best & worst per setBest:Matters mostWorst:Matters least
Q08
Price Sensitivity (Van Westendorp)Required

Thinking about a product like this, please answer with a specific price.

  • At what price would this be so cheap that you'd question its quality?
  • At what price would this be a bargain — a great deal for the money?
  • At what price would this start to feel expensive, though you'd still consider it?
  • At what price would this be so expensive you would not consider buying it?
Q09
Multiple Choice

If this were priced fairly and available now, how soon would you expect to buy it?

  • Immediately
  • Within the next month
  • Within the next 6 months
  • I would wait to see reviews first
  • I would not buy it
Q10
AI Interview

Explore the reasoning behind the respondent's purchase-intent rating: what specifically would need to be true for them to buy, and what single doubt or objection is holding them back if their intent was low. If they rated the concept as not very different from alternatives, probe which existing product they compare it to and what would make this one worth switching for. Anchor at least one follow-up on their reaction to the price range they gave.

Q11
Multiple Choice

What is your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q12
Multiple Choice

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
Message

That's everything — thank you for your input! Your responses will feed directly into our concept and pricing decisions, and no individual answers will be shared outside the research team.

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

  • Includes an AI follow-up interview that digs into the specific reasoning behind each respondent's purchase-intent rating — surfacing what would make them actually buy or walk away, not just a static rating
  • Combines a Van Westendorp pricing question with an opinion-scale purchase-intent question and a matrix rating of how well the concept delivers on key attributes, giving both a price range and a feel for concept strength in one flow
  • Uses a MaxDiff exercise to force trade-offs on which aspects of the concept matter most vs. least, rather than relying on ratings alone
  • Wraps the whole flow in a friendly chat-style intro/outro and closes with basic demographics, so the report ties reactions to age and gender segments

QuestionPro

Concept Evaluation and Pricing Study Survey Templates

This is a directly comparable template covering concept appeal and pricing, from a large established survey platform. It reads as a standard fielding-ready questionnaire template rather than a report on live respondent reasoning. As with most QuestionPro templates, it's positioned as a customizable starting point within a broader survey-building suite.

What it does well

  • Backed by a large, well-established survey platform with broad question-type and distribution support
  • Purpose-built specifically for concept and pricing evaluation, so the base questions are on-topic
  • Likely customizable within QuestionPro's wider survey/reporting ecosystem

Where it falls short

  • No adaptive AI follow-up interview to probe individual purchase-intent reasoning — respondents get the same static question set regardless of their answers
  • No voice AI interview option or guided screen-share tasks for richer qualitative context
  • No published per-response quality scoring or transparent prompt methodology to show how any AI-assisted analysis works

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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