Prospect Purchase Barriers & Risk Perception Survey

Welcome, and thank you for participating! This brief survey (approximately 11 minutes) asks about your experience when considering products or services like this one. • Your participation is entirely voluntary, and you may stop at any time. • There are no right or wrong answers—we are interested in your honest opinions. • All responses are confidential, will be anonymized, and reported only in aggregate. • Your answers will be used to help us improve our products and communications. Please click 'Next' to begin.

Which of the following best describes where you are in considering products or services like this?

• Actively comparing options now
• Looked at options in the last 3 months
• Interested but not planning to buy soon
• Not considering within the next 6 months

Which of the following would most increase your likelihood of making a purchase? Select up to 2.

• Lower price or limited-time discount
• Recommendation from someone I trust
• Positive expert or user reviews
• A new feature that solves my specific need
• Easier setup or onboarding
• Free trial or sample
• Money-back guarantee or easy returns
• Other (please specify)

We'd like to understand how concerned you are about different types of risk when considering this kind of purchase. Please rate each on the scale provided.

Rank the following by importance when choosing a provider (drag to reorder; 1 = most important).

1. Total cost of ownership
2. Feature set
3. Ease of setup and use
4. Trust in brand or vendor
5. Reviews and testimonials
6. Integration and compatibility

Thank you for your answers so far. I'd like to explore a couple of your responses in more depth. Could you tell me more about the main concern or hesitation you have when evaluating this type of product or service?

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

What is your age?

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

Thank you for your time—your input is invaluable in helping us improve. You may now close this window.

Regardless of how likely you are to buy, when do you think you might make a decision about this type of product or service?

• Within 2 weeks
• 2–4 weeks
• 1–3 months
• More than 3 months
• Not sure

What is the single biggest barrier, if any, preventing you from purchasing right now?

• Price or cost
• Value not clear enough
• Trust in brand or vendor
• Complex setup or time required
• Compatibility or integration risk
• Ongoing maintenance or hidden costs
• Lack of a specific feature
• Payment or financing limitations
• Low relevance to me right now
• Budget constraints
• Timing isn't right
• No significant barrier
• Other (please specify)

Financial risk (e.g., wasting money, unexpected costs)

If you could change or add one thing about products or services like this, what would make you much more likely to purchase?

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

Which of the following sources, if any, have you used to gather information about this type of product or service in the last 3 months? Select all that apply.

• Search engines
• Brand websites
• Independent review sites
• Social media or online communities
• Friends or colleagues
• In-store or branch visit
• Online marketplaces
• None of the above
• Other (please specify)

How confident are you that this type of product or service would meet your needs?

Performance risk (e.g., product does not work as expected)

In which region do you currently live?

• Africa
• Asia
• Europe
• North America
• Oceania
• South America
• Prefer not to say

Time/effort risk (e.g., difficult setup, steep learning curve)

What is the highest level of education you have completed?

• Some high school
• High school diploma or equivalent
• Some college/university
• Associate degree
• Bachelor's degree
• Postgraduate degree
• Trade/technical/vocational training
• Prefer not to say

Privacy/security risk (e.g., data misuse, security vulnerabilities)

What is your current employment status?

• Full-time employed
• Part-time employed
• Self-employed
• Student
• Homemaker/caregiver
• Unemployed and looking for work
• Retired
• Unable to work
• Prefer not to say

Social risk (e.g., others judging your choice, choosing a lesser-known brand)