Q01
Message
All templatesIndustry-Specific
Retail Channel Choice: Where Shoppers Buy This Product
Maps which retail channels — online marketplaces, brand websites, big-box stores, specialty shops — shoppers actually consider and choose for a specific product category, and why. Built for retail and category managers deciding where to invest in distribution or shelf presence, with an AI follow-up that digs into the deciding factor behind the shopper's top channel pick.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
12 questions · ~7 min
Q02
Multiple ChoiceRequired
Thinking about the last time you bought or seriously considered buying (Replace with product/category name), which one place did you go to FIRST?
- A large online marketplace (e.g., Amazon)
- The brand's own website
- A big-box or department store
- A specialty or category-specific retailer
- A local independent store
- A social media shop or influencer link
- Somewhere else
Q03
Multiple Choice
Which of these did you also consider, even if you didn't buy there? Select all that apply.
- A large online marketplace (e.g., Amazon)
- The brand's own website
- A big-box or department store
- A specialty or category-specific retailer
- A local independent store
- A social media shop or influencer link
- None — I only considered one place
Q04
RankingRequired
Rank these factors by how much they influence where you shop for this type of product, from most to least important.
- Price
- Trust in the seller
- Speed of delivery or ability to buy in-store today
- Return/exchange policy
- Product selection and availability
- Reviews or recommendations
Drag to rank
Q05
Opinion ScaleRequired
How confident are you that the place you chose had the best price for this product?
Scale: 1 – 5
Min:Not confident at allMax:Extremely confident
Q06
MatrixRequired
How well does each type of retailer fit your needs when shopping for this product?
5 rows × 5 columns
- Large online marketplace
- Brand's own website
- Big-box or department store
- Specialty retailer
- Local independent store
Columns: Poor fit · Fair fit · Good fit · Great fit · Haven't used / N/A
Q07
Rating ScaleRequired
How likely are you to shop the same place again next time you need this product?
Range: 1 – 5
Min:Very unlikelyMax:Very likely
Q08
Multiple Choice
What would most likely make you switch to a different place to shop for this product?
- A lower price elsewhere
- Faster or cheaper delivery
- Better product selection
- A recommendation from someone I trust
- A bad experience where I currently shop
- Nothing would make me switch
Q09
AI Interview
Explore the reasoning behind the respondent's first-choice shopping destination: what specifically made that the obvious place to go, and whether that reasoning is about the retailer itself, the product category, or habit. If they said price confidence was low, probe whether they checked elsewhere and why they didn't switch. If they picked an unusual channel (social media shop, local store), ask what triggered that choice over the more obvious options.
Q10
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
Q11
Multiple Choice
How would you describe where you live?
- Urban
- Suburban
- Rural
- Prefer not to say
Q12
Message
That's everything — thank you for sharing where and how you shop! Your answers feed into a report on where we should focus retail distribution and partnerships.
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 specifically digs into the deciding factor behind each shopper's top channel pick, going beyond a fixed answer list
- Combines a ranking exercise on influencing factors with a matrix rating of retailer-type fit, giving both relative and absolute channel comparisons in one flow
- Captures full consideration sets (not just final choice) via a select-all-that-apply question on channels considered before buying
- Ends with switch-trigger and repeat-purchase questions plus demographic splits, so category managers get both loyalty risk and audience context in the same report
QuestionPro
Where would you shop for-Survey TemplateA static survey template addressing similar retail channel preference questions, built on QuestionPro's standard survey engine. It appears to be a fixed-question format rather than one that adapts based on a respondent's specific answer. Useful as a quick starting point, but likely requires manual customization for a specific product category.
What it does well
- Directly on-topic for retail channel/shopping location preference research
- Backed by an established survey platform with broad question-type support and reporting tools
- Likely quick to deploy as-is for general shopping location questions
Where it falls short
- No adaptive AI follow-up to probe why a respondent chose their top channel — likely relies on fixed multiple-choice options only
- No indication of voice AI interviews or guided screen-share tasks for deeper shopper insight
- No published methodology for how question wording or scoring was derived, limiting transparency into result quality
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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