In-depth market research
The heavy artillery: matrices, ranking, pairwise comparisons and a hundred points to distribute. For cases where you need priority, not opinion.
Who it is for and when to run it
This template is for market research on a sample you recruit yourself: a customer panel, a newsletter audience, a professional community. Use it when you need the whole category: how often people use neighbouring services, what drives their choice and where they place the brands in their heads.
Seven minutes is a lot for a cold audience, which is why the last block asks for an email to send a reward. If there’s no reward, delete that block and don’t promise one on the first screen.
If you only need selection criteria, the shorter customer expectations survey is enough. This one adds usage and brand perception on top.
What the template is made of
Every block in the order it sits in the builder. Branching decides which of them a given person actually sees.
- Market research Text block
The intro states the length and warns there are many structured questions. People who know what’s coming abandon less.
- Consent to take part Consent
Required consent to use answers in anonymised form.
- Which region are you from? Region
Region comes first because you’ll segment everything by it. It’s a Pro question type; on Free use a dropdown instead.
- Getting to know the category Section break
The “Getting to know the category” section break.
- How often do you use the following services? Matrix
A frequency matrix for five services (food delivery, taxi, music streaming, video streaming, marketplaces) from “Never” to “Every day”. It shows how deep someone is in the category, which colours every later answer.
- What matters to you Section break
The “What matters to you” section break.
- Put the selection factors in order from most to least important Ranking
A ranking of six selection factors: order without weight.
- Distribute 100 importance points across the criteria Constant sum (100 points)
A 100-point split across five criteria: the weight the ranking lacks.
- Comparison Section break
The “Comparison” section break.
- Which matters more in each pair? Pairwise comparison
Pairwise comparison of low price, high quality, fast delivery and a good app: a third, stricter test of the same priorities.
- Sort the brands into categories Card sorting
A card sort of six brands into premium, mid-range and budget. It reveals perceived positioning without asking “how do you rate brand X”.
- About you Section break
The “About you” section moves demographics to the end, once people are engaged.
- Your age Single choice
Age in five bands.
- Monthly budget for the category (₽) Number
Monthly spend on the category as a number. A number rather than a range lets you build your own bands later.
- What annoys you about the services you use now? Long answer
An open question on what annoys them about the services they use now.
- Email for your reward for completing the survey Email
An optional email for the reward. Keep it only if you really send one.
How to adapt the template
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Swap the matrix rows for the services in your category. Keep 4–6 rows; longer matrices turn into sideways scrolling on a phone.
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Put real brands into the card sort instead of “Brand A” to “Brand F”, including your own. You can change the buckets too, for example “Personal / Business”.
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Use the same criteria names in the ranking and the 100-point split so the answers line up.
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Region is the only paid block, and the email is optional. Without the region question the template is entirely free.
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If you recruit through a website widget, switch to one question per screen: the matrix and the card sort work better on their own screens.
How to read the results
Split the sample by the frequency matrix first: heavy users of the category and occasional ones. Their criteria almost always differ, and a single average hides both profiles.
Cross-check the three priority questions. A robust priority wins everywhere. A criterion that ranks first but gets few points is a baseline expectation, not a reason to choose.
For the brand sort, compute the share of people who put each brand in each bucket. A brand spread evenly across all three buckets has a blurry position.
Set budget against usage frequency to see which heavy users spend most. Remove obvious typos (an extra zero) before averaging.
Common mistakes
- Promising a reward and not sending it. You won’t get a second wave from that audience.
- Leaving the placeholder brands in the card sort, which produces random data.
- Drawing conclusions from the full sample without separating people who barely use the category.
- Deleting the intro screen to save space. Without the length warning, people drop out at the matrix.
Questions about the «In-depth market research» template
What questions go into a market research questionnaire?
Category usage frequency, selection factors asked three ways (ranking, a 100-point split, pairwise comparison), brand perception through a card sort into segments, spending, and demographics at the end. That structure lets several questions confirm a finding instead of relying on one.
Why ask about priorities three different ways?
Each method fails differently. Ranking hides distance, point splits tire people out, pairs don’t give the full picture. A criterion that leads in all three is a solid result; when they disagree, the disagreement itself tells you what role the criterion plays.
How long does a market research survey take?
This template takes about seven minutes, as the first screen says. That’s the upper limit for an unmoderated questionnaire. If completion matters more than depth, drop the brand sort and the pairwise question to get it near four minutes.
Where do I find respondents for market research?
The template assumes your own audience: customers, subscribers, community members. You share it as a link, a QR code or a website widget. The service doesn’t provide a respondent panel, so recruiting the sample is up to you.
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Do not start from an empty canvas
Open the catalog, take the closest template and rewrite the questions for your job. Five minutes instead of an hour.