Question 1

What is a purchase intent survey?

Accepted Answer

A purchase intent survey measures the likelihood a respondent would buy a product, feature, or service — typically before launch. It's the most common method for pre-launch demand testing, used by consumer brands (P&G, Unilever), SaaS companies, and DTC startups to size addressable demand before committing to a build or launch. Rigorous intent surveys also capture price sensitivity, feature priorities, and competitive alternatives, producing a near-complete pre-launch forecast.

Question 2

What intent scale should I use?

Accepted Answer

Two standards: the 5-point Likert ('Definitely would buy' to 'Definitely would not') is common and fast — top-two-box is your demand indicator. The Juster 11-point probability scale (0–10, anchored with phrases like 'No chance, almost no chance' to 'Certain, practically certain') is more rigorous and correlates better with actual purchase behavior per academic research. Nielsen and Kantar use the Juster scale for high-stakes forecasts; 5-point is fine for directional SaaS feature testing.

Question 3

How accurate is purchase intent as a forecast?

Accepted Answer

Intent overestimates actual behavior by roughly 2–3x for mass-market consumer products, closer to 1.5–2x for considered B2B purchases. Apply a 'deflation factor' based on your category — start at 50% discount and calibrate with past launches. Per Juster's original research and Kantar's benchmarks, the 11-point probability scale cuts this gap significantly. Always validate with a behavioral follow-up (landing page pre-orders, paid waitlist) before staking a launch on intent data alone.

Question 4

What questions should I include beyond intent?

Accepted Answer

Best-in-class purchase intent surveys capture: (1) Intent score; (2) Price anchor — 'at what price would this be a clear yes?'; (3) Feature priorities — rank or MaxDiff; (4) Current alternative — what would they use if we didn't exist?; (5) Purchase timing — 'when would you actually buy?'; (6) Barriers — 'what would stop you?'. Our template bundles all six with validated wording. Feature prioritization via MaxDiff is particularly powerful for roadmap input.

Question 5

What sample size do I need?

Accepted Answer

Directional: 150–300 responses. Rigorous forecast with segmentation: 500–1,000. For niche B2B categories, 75–125 qualified buyers is often all that exists and is enough for go/no-go decisions. Per Gartner's demand research guidance, qualification rigor matters more than raw N — 100 tightly screened ICP responses outweighs 500 random panel responses for purchase forecasting.

Question 6

How do I recruit pre-launch respondents?

Accepted Answer

Landing page + waitlist for the highest-signal audience (already self-identified as interested). Panel providers (Prolific, Respondi, Cint) for broader category demand. Existing customer list for expansion/cross-sell products. For B2B, LinkedIn Audience + Apollo outreach targeted to ICP. Always screen: 'Do you personally buy or influence purchases in [category]?' — unqualified respondents will torpedo your intent numbers.

Question 7

Can I combine purchase intent with pricing research?

Accepted Answer

Yes — and you should. Our template has an optional Van Westendorp module that runs after intent. This gives you a demand-weighted price point: which price maximizes intent x willingness-to-pay. Simon-Kucher and McKinsey's pricing practice both recommend coupling intent and price research for any new product decision — one without the other gives a misleading launch picture.

Question 8

Is this survey template free?

Accepted Answer

Yes — 100% free, unlimited responses up to 100/month. Paid plans (starting $15/month) add MaxDiff analysis, Juster-scale analytics, CRM and Segment sync, and larger response volumes.

Purchase Intent Survey Template

Why Use This Purchase Intent Survey Template?

5-Point + Juster Intent Scales

Demand Validation Pre-Launch

How It Works

Fill Out the Survey

Import to Poper

Embed Anywhere

Built for Professional Use

Top-Two-Box Demand Forecast

Feature Prioritization Output

Segments by ICP and Channel

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FAQs

What is a purchase intent survey?

What intent scale should I use?

How accurate is purchase intent as a forecast?

What questions should I include beyond intent?

What sample size do I need?

How do I recruit pre-launch respondents?

Can I combine purchase intent with pricing research?

Is this survey template free?

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Competitor Analysis Survey

Target Audience Survey

Product Feedback Survey

Feature Request Survey

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