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Questionnaire template

Product Appeal Test

Tests consumer appeal of a new product: overall appeal, attribute ratings, distinctiveness, purchase intent and expected price.

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Market Research · Concept testing. All Market Research templates

Questions in this template

First Impressions

  1. Thank you for taking part. We would like your honest reaction to a new product.

  2. [Show or describe the product here: what it is, what it does and what it looks like.] Please take a moment to look at it before answering.

  3. Overall, how appealing do you find this product?

    Choose one:

    • Very appealing
    • Somewhat appealing
    • Neither appealing nor unappealing
    • Somewhat unappealing
    • Very unappealing

  4. What do you like most about it?

    Open answer

  5. What do you like least about it?

    Open answer

Product Qualities

  1. How would you rate the product on each of the following?

    • Appearance
    • Usefulness
    • Quality, as far as you can judge
    • Ease of use, as far as you can judge

    For each row: choose one:

    • Excellent
    • Very good
    • Good
    • Fair
    • Poor

  2. How different is this product from others already available?

    Choose one:

    • Very different
    • Somewhat different
    • Not very different
    • Not at all different

Buying It

  1. If this product were available, how likely would you be to buy it?

    Choose one:

    • Definitely would buy
    • Probably would buy
    • Might or might not buy
    • Probably would not buy
    • Definitely would not buy

  2. Why would you probably not buy it? Select all that apply.

    Condition: Shown when the respondent would not buy

    Choose any that apply:

    • It would cost too much
    • I don't need it
    • I prefer what I use now
    • I'm not convinced of its quality
    • Other

  3. What other reason do you have?

    Condition: Shown when Other was selected

    Open answer

  4. What price would you expect to pay for this product? Enter a whole amount.

    A number from 0 to 100000

About You

  1. Do you currently use products of this kind?

    Choose one:

    • Yes, regularly
    • Yes, occasionally
    • No

  2. Which age group are you in?

    Choose one:

    • Under 18
    • 18-24
    • 25-34
    • 35-44
    • 45-54
    • 55-64
    • 65 or older