New Product Market Demand & Pricing Study

Thanks for taking part in this market study! We're trying to understand how people like you currently solve a problem, what you'd pay for a better solution, and what would make you switch. Your responses are completely confidential and anonymized. It's about 8 minutes, and there are no wrong answers.

Which of the following best describes how you currently address (Replace with the need or problem area, e.g. 'tracking business expenses')?

• A dedicated product or service built for this
• A workaround using tools not built for this (e.g. spreadsheets)
• I pay someone else to handle it for me
• I don't currently address this at all

What specific product, service, or brand do you use most for this today, if any? (Template note: adjust this question if your category has no obvious 'current solution', e.g. brand-new markets.)

Thinking about your current solution, how well does it meet your needs?

Which of these matter most, and least, when you're choosing a solution in this space?

• (Replace with feature/benefit A, e.g. 'Lower price')
• (Replace with feature/benefit B, e.g. 'Faster setup')
• (Replace with feature/benefit C, e.g. 'Better customer support')
• (Replace with feature/benefit D, e.g. 'More reliable performance')
• (Replace with feature/benefit E, e.g. 'Easier to use')
• (Replace with feature/benefit F, e.g. 'Strong brand reputation')
• (Replace with feature/benefit G, e.g. 'Works with tools I already use')

Pricing questions for (Replace with product/service name)

• At what price would you consider (Replace with product/service name) to be priced so low that you'd question its quality?
• At what price would you consider (Replace with product/service name) to be a bargain — a great value for the money?
• At what price would you consider (Replace with product/service name) starting to get expensive, though you'd still consider it?
• At what price would you consider (Replace with product/service name) too expensive to consider buying?

How likely are you to try (Replace with product/service name) once it's available?

Probe the reasoning behind the respondent's purchase-likelihood score. If they scored high, find out what specifically convinced them and whether that holds up against their current solution and the prices they gave earlier. If they scored low or moderate, dig into the exact hesitation — is it price, trust, switching effort, or lack of a compelling reason to change — and ask what single change would move them higher. Reference the feature they ranked as mattering most and check whether the concept actually delivers on it.

How important is each of the following when you decide whether to buy a product or service like this?

Which of the following brands have you heard of? (Template note: replace with your actual competitor set before launching.)

• (Replace with competitor A)
• (Replace with competitor B)
• (Replace with competitor C)
• (Replace with competitor D)

Where would you prefer to purchase (Replace with product/service category)?

• Directly from the brand's website
• A physical retail store
• An online marketplace (e.g. Amazon)
• Through a sales representative
• Through a partner or reseller

Which age range are you in?

• Under 25
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older
• Prefer not to say

Which best describes your annual household income? (Template note: swap for company size/revenue if this is a B2B study.)

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000-$149,999
• $150,000 or more
• Prefer not to say

That's everything — thank you! Your responses will be combined with others to shape pricing, positioning, and product decisions. Individual answers are never shared on their own.