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Win-Loss Analysis: Decision-Maker Debrief
Captures structured feedback from B2B decision-makers who evaluated but did not select your solution, surfacing competitive gaps, buying-experience friction, and actionable recovery insights.
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Win-Loss Analysis: Decision-Maker Debrief
Thank you for taking the time to share your feedback on your recent evaluation. This brief survey (approximately 6–8 minutes) will ask about your decision process, the factors that influenced your choice, and your experience with our team. Your responses are confidential and will be reported in aggregate to improve our product and sales process. There are no right or wrong answers — we simply want your honest perspective. Participation is voluntary, and you may stop at any time.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
18 questions · ~9 min
Q01
Multiple Choice
Which best describes your role in this purchase decision?
- Final approver
- Member of buying committee
- Evaluator/influencer
- Procurement/legal
- Other
Q02
Multiple Choice
What was the outcome of the evaluation?
- Selected another vendor
- Deferred/postponed
- Built in-house
- Canceled the initiative
Q03
Long Text
Which vendor did you ultimately select?
Q04
Multiple Choice
What was the single biggest reason we were not selected?
- Price/total cost
- Product capabilities/features
- Integration/fit with existing systems
- Security/compliance requirements
- Implementation speed/time to value
- Ease of use/UX
- Reliability/performance
- Support/services
- Contract terms/legal
- Vendor reputation/risk
- Existing relationship with chosen vendor
- Executive/board preference
- Other
Q05
Long Text
In a sentence or two, what most tipped the decision toward the winner?
Q06
Ranking
Please rank these factors by their importance in your final decision (top = most important).
- Price/total cost
- Feature fit
- Ease of use
- Speed to implement
- Integration effort
- Risk/compliance fit
Drag to rank
Q07
Multiple Choice
Which strengths did the chosen vendor demonstrate better than us? (select all that apply)
- Pricing flexibility/total cost
- Feature depth/breadth
- Integration ecosystem/connectors
- Security/compliance credentials
- Ease of use/UX
- Performance/scalability
- Implementation services/partner network
- Customer references/case studies
- Support responsiveness/coverage
- Contract flexibility/terms
- Brand/trust
- Executive engagement
Q08
Multiple Choice
Which capabilities did you expect from us but did not see demonstrated clearly? (select all that apply)
- SSO/SAML
- SOC 2 or ISO 27001
- Role-based access controls
- API/SDK availability
- Reporting/exports
- Data residency options
- Uptime/performance SLAs
- Onboarding/training resources
- Sandboxed trial or POC
- Key integrations (e.g., CRM, ERP, data)
- Clear pricing/packaging
- Compliance documentation
- None — all expected capabilities were demonstrated
Q09
Opinion Scale
How close were we to winning this deal?
Scale: 1 – 7
Min:Not at all closeMax:Extremely close — nearly won
Q10
Multiple Choice
Which parts of our sales process created friction for you? (select all that apply)
- Slow response times
- Unclear pricing/quote structure
- Demo quality didn't reflect real use
- Limited technical depth in evaluation
- Procurement/legal took too long
- Security review gaps
- Inadequate implementation plan
- Limited executive access
- No friction noticed
Q11
Multiple Choice
What single change would have most increased the likelihood of choosing us?
- More competitive pricing/terms
- Clearer ROI/business case
- Stronger compliance assurance
- Deeper integrations proven live
- Customer references from my industry
- Longer or broader trial/POC
- Detailed implementation timeline/resources
- Executive sponsorship/exec meeting
- Performance benchmarks at my scale
- Nothing would have changed
- Other
Q12
Opinion Scale
How likely are you to consider us for a similar need in the next 12 months?
Scale: 1 – 5
Min:Not at all likelyMax:Extremely likely
Q13
Long Text
What would need to change for you to choose us next time?
Q14
AI Interview
We'd like to understand your decision in a bit more depth. An AI moderator will ask a couple of brief follow-up questions based on what you've shared so far.
Q15
Long Text
Based on your responses in this survey, is there anything else we should know about your decision process or the winning vendor?
Q16
Long Text
What is your job title?
Q17
Multiple Choice
Which best describes your organization's size?
- 1–99 employees
- 100–499
- 500–999
- 1,000–4,999
- 5,000+
Q18
Multiple Choice
What is your primary region?
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East/Africa
- Multiple regions
Message
Thank you for your time and candid feedback — your insights will directly inform how we improve our product and buying experience.
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.
Why this template
What this template is built to do — we found no directly comparable template from other survey tools to review.
What sets it apart
- Goes beyond static multiple-choice by including an AI follow-up interview that probes deeper into the decision-maker's reasoning after the structured questions are complete
- Combines closed-ended diagnostic questions (role, outcome, biggest reason not selected, friction points) with open-text fields so respondents can explain nuance in their own words
- Uses a ranking question to force-rank decision factors by importance, plus opinion-scale questions to quantify how close the deal was and future re-consideration likelihood
- Captures both competitive-loss detail (vendor strengths, capability gaps, sales friction) and firmographic context (job title, org size, region) in a single structured flow, framed with warm opening/closing chat messages
Frequently asked questions
What questions are in the “Win-Loss Analysis: Decision-Maker Debrief” template?
The template includes 18 ready-to-use questions, starting with: “Which best describes your role in this purchase decision?” · “What was the outcome of the evaluation?” · “Which vendor did you ultimately select?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 18 questions in about 9 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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