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New Product Market Demand & Pricing Study
A flexible market study for testing demand, pricing, and competitive positioning for a new or improved product/service. Covers current alternatives, feature priorities, price sensitivity, and purchase intent, with an AI follow-up interview that digs into the real reasons behind stated purchase likelihood and price reactions.
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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.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q01
Multiple ChoiceRequired
Which of the following best describes how you currently address this need or problem?
- 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
Q02
Short Text
What specific product, service, or brand do you use most for this today, if any?
Q03
Opinion ScaleRequired
Thinking about your current solution, how well does it meet your needs?
Scale: 1 – 7
Min:Falls very short of my needsMax:Fully meets my needs
Q04
Best–Worst Trade-off (MaxDiff)Required
Which of these matter most, and least, when you're choosing a solution in this space?
- Lower price
- Faster setup
- Better customer support
- More reliable performance
- Easier to use
- Strong brand reputation
- Works with tools I already use
Pick best & worst per setBest:Matters most to meWorst:Matters least to me
Q05
Price Sensitivity (Van Westendorp)Required
Pricing questions for this product or service
- At what price would you consider this product or service to be priced so low that you'd question its quality?
- At what price would you consider this product or service to be a bargain — a great value for the money?
- At what price would you consider this product or service starting to get expensive, though you'd still consider it?
- At what price would you consider this product or service too expensive to consider buying?
Q06
Opinion ScaleRequired
How likely are you to try this product or service once it's available?
Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q07
AI Interview
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.
Q08
MatrixRequired
How important is each of the following when you decide whether to buy a product or service like this?
6 rows × 5 columns
- Price
- Quality or reliability
- Brand reputation
- Customer support
- Ease of use
- +1 more
Columns: Not important · Slightly important · Important · Very important · Critical
Q09
Multiple Choice
Which of the following brands have you heard of?
- A large, well-known national brand
- A low-cost or budget brand
- A newer start-up brand
- A store's own brand
Q10
Multiple Choice
Where would you prefer to purchase a product or service like this?
- 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
Q11
Multiple Choice
Which age range are you in?
- Under 25
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
- Prefer not to say
Q12
Multiple Choice
Which best describes your annual household income?
- Under $30,000
- $30,000-$59,999
- $60,000-$99,999
- $100,000-$149,999
- $150,000 or more
- Prefer not to say
Message
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.
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
- Goes beyond a single price question with a full Van Westendorp pricing set alongside a purchase-intent scale, so you get both the 'right price' range and stated likelihood to buy.
- Pairs a MaxDiff feature-priority exercise and an importance matrix so you know which product attributes actually drive the buy decision, not just which features people like.
- Includes an AI follow-up interview that specifically probes why someone gave the purchase-likelihood score they did — surfacing real objections or triggers that a static price/intent question can't capture.
- Covers the full decision context in one flow — current alternatives, brand awareness, purchase channel preference, and demographics — so pricing and demand findings can be segmented immediately.
SurveyMonkey
Market Research Product Survey QuestionsA fielding-ready template for general product market research, likely covering awareness, usage, and satisfaction-style questions. It's a solid generalist starting point but is not built specifically around pricing sensitivity or new-product demand testing. Question set is presumably static and requires manual editing to fit a specific product concept.
What it does well
- Ready-to-use template backed by an established survey platform
- Broad applicability across many product categories
- Simple to launch quickly for general feedback
Where it falls short
- No adaptive AI follow-up questioning — respondents can't be probed further on their answers
- No dedicated pricing methodology like Van Westendorp or price-sensitivity trade-off questions apparent from the title
- No transparent, auto-generated per-response quality scoring or published prompt methodology
SurveySparrow
Product-Market Fit Survey TemplateA standard PMF survey template, likely centered on the classic 'how disappointed would you be' fit question and related satisfaction/usage items. It's oriented toward validating fit for an existing product rather than testing pricing and demand for a new concept. Appears to be a fixed-question template rather than an adaptive interview.
What it does well
- Focused specifically on product-market fit measurement
- Likely quick to deploy with a conversational survey UI
- Good for existing-product validation use cases
Where it falls short
- No visible pricing-sensitivity instrument (e.g., Van Westendorp) for new-product pricing studies
- Static question flow — no AI-driven follow-up to dig into the 'why' behind fit or price reactions
- No mention of automated quality scoring or transparent AI methodology
Typeform
Product-Market Fit (PMF) Survey TemplateTypeform's PMF template offers a polished, conversational question flow typical of the platform, aimed at gauging how essential a product feels to current users. It's a fixed-form template best suited to validating an existing product's fit, not to competitive pricing or new-product demand testing. No adaptive questioning is indicated.
What it does well
- Clean, conversational form design typical of Typeform
- Purpose-built for the well-known PMF survey framework
- Easy to customize branding and basic question wording
Where it falls short
- No apparent pricing or willingness-to-pay questions for new-product demand testing
- No adaptive AI interview to explore reasoning behind responses — all questions are pre-set
- No automated per-response quality scoring or published prompt transparency
Frequently asked questions
What questions are in the “New Product Market Demand & Pricing Study” template?
The template includes 12 ready-to-use questions, starting with: “Which of the following best describes how you currently address this need or problem?” · “What specific product, service, or brand do you use most for this today, if any?” · “Thinking about your current solution, how well does it meet your needs?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 12 questions in about 7 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.
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