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Supermarket Selection Criteria & Shopper Loyalty Survey

Uncovers what actually drives shoppers to pick and stay loyal to a supermarket — price, freshness, convenience, or rewards — using a best-worst trade-off exercise, a satisfaction battery, and an AI follow-up interview that reconstructs the real story behind a recent switch or near-switch. Built for grocery retail and category insights teams.

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Supermarket Selection Criteria & Shopper Loyalty Survey

Hi! We're trying to understand how people choose where to buy groceries. Your responses are completely confidential and anonymized. This should take about 5 minutes, and there are no right or wrong answers — just tell us how you actually shop.

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Sample questions

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

10 questions · ~7 min
Message

Hi! We're trying to understand how people choose where to buy groceries. Your responses are completely confidential and anonymized. This should take about 5 minutes, and there are no right or wrong answers — just tell us how you actually shop.

Q01
Multiple ChoiceRequired

Which supermarket do you shop at most often for groceries?

  • A large national supermarket chain
  • A discount or budget supermarket
  • A local independent grocery store
  • An online grocery service
  • Other
Q02
Multiple ChoiceRequired

In the last 30 days, how many separate grocery shopping trips did you make there?

  • None — I didn't shop there this month
  • 1-2 trips
  • 3-5 trips
  • 6-10 trips
  • More than 10 trips
Q03
Best–Worst Trade-off (MaxDiff)Required

When choosing which supermarket to shop at, which of these matters most to you and which matters least?

  • Everyday low prices
  • Sales and promotions
  • Product quality and freshness
  • Variety and selection of products
  • Store cleanliness and organization
  • Convenient location
  • Fast, easy checkout
  • Loyalty or rewards program
  • Online ordering or delivery options
Pick best & worst per setBest:Most importantWorst:Least important
Q04
MatrixRequired

Thinking about the supermarket you shop at most often, how would you rate it on each of these?

7 rows × 5 columns
  • Everyday prices
  • Product quality/freshness
  • Variety of products
  • Store cleanliness
  • Staff friendliness and helpfulness
  • +2 more
Columns: Poor · Fair · Good · Very good · Excellent
Q05
Opinion ScaleRequired

How likely are you to recommend the supermarket you shop at most often to a friend or family member?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q06
Multiple ChoiceRequired

In the last 3 months, have you moved any of your grocery shopping to a different supermarket?

  • Yes, I moved most of my shopping there
  • Yes, I moved a small part of my shopping there
  • No, but I've considered it
  • No, I haven't considered it
Q07
AI Interview

Reconstruct the specific decision behind the respondent's switching answer. If they moved shopping elsewhere or considered it, find out what triggered it — a specific bad experience, a price change, a new store opening — and which single attribute from their most-important pick actually tipped the scale. If they haven't considered switching, probe what would have to change at their current supermarket for them to seriously consider leaving. Get concrete, recent examples rather than general impressions.

Q08
Multiple Choice

What is your age range?

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q09
Multiple Choice

How many people, including yourself, live in your household?

  • 1
  • 2
  • 3-4
  • 5 or more
  • Prefer not to say
Q10
Multiple Choice

What is your approximate annual household income?

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

That's everything — thank you for sharing how you shop! Your responses will feed into a report on what drives supermarket choice and loyalty, helping shape pricing, store experience, and rewards decisions.

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

  • Uses a best-worst trade-off exercise to force real prioritization between price, freshness, convenience, and rewards, rather than relying on flat rating scales alone
  • Pairs a satisfaction battery with an AI follow-up interview that reconstructs the actual story behind a recent switch or near-switch, capturing context static surveys miss
  • Includes transparent, reviewable AI prompts so retail and category insights teams can see exactly how the follow-up probes respondents
  • Automated per-response quality scoring and an auto-generated report mean teams get analysis-ready output without manual coding of open-ends

QuestionPro

Supermarket Selection Criteria Survey Template

This is a directly comparable, fielding-ready template covering supermarket choice factors for grocery retail research. It's built on QuestionPro's standard survey engine, so it likely relies on fixed question flows rather than adaptive follow-up. Good option for teams already standardized on QuestionPro's platform and reporting tools.

What it does well

  • Purpose-built for the same supermarket selection use case, so question relevance is high out of the box
  • Backed by QuestionPro's established survey platform with broad distribution and panel options
  • Likely includes standard analytics/dashboard reporting typical of QuestionPro templates

Where it falls short

  • No adaptive AI follow-up interview to probe deeper into an individual respondent's switching decision — questions are static once fielded
  • No indication of voice AI interview capability or guided screen-share tasks
  • No published methodology or prompt transparency for how open-ended responses are analyzed or scored

Frequently asked questions

What questions are in the “Supermarket Selection Criteria & Shopper Loyalty Survey” template?

The template includes 10 ready-to-use questions, starting with: “Which supermarket do you shop at most often for groceries?” · “In the last 30 days, how many separate grocery shopping trips did you make there?” · “When choosing which supermarket to shop at, which of these matters most to you and which matters least?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 10 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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