Buying Intentions Survey Template
Measure how likely people are to buy within a clear time window, then capture the specific drivers and blockers behind that decision. Use the built-in scoring tiers (High/Medium/Low) to route follow-up, tune messaging, and prioritize fixes for the segments most likely to convert.
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Who to Survey (and How to Sample Without Bias)
Goal: Decide whose intent you are measuring so your results match the decision you need to make (message, offer, funnel step, or product change).
Default: Survey people closest to the decision moment (pricing page, cart, trial activation, post-demo) and keep the invite rule consistent.
Customize: If you sell high-consideration B2B, sample demo attendees and open opportunities; if you sell ecommerce, sample pricing/cart visitors and recent email clickers.
Pick your best pools (choose 1-3, not 10)
- Website visitors by page type: pricing, checkout/cart, product comparison, or key feature pages (best for blockers).
- Email leads by lifecycle stage: new leads, marketing-qualified, sales-qualified (best for routing and nurture).
- Trial users: day 1-3 (activation friction) and day 7-14 (upgrade intent).
- Demo attendees: within 24-72 hours (best signal for sales follow-up).
- Category buyers: people who recently bought adjacent tools (best for positioning and alternatives).
- Upgrade candidates: users hitting limits, add-on pages, or advanced feature clicks (best for expansion).
Sampling: Keep your invite trigger consistent with the question you want answered. If you are diagnosing checkout friction, only intercept people who hit pricing/cart; do not mix in homepage visitors. If you need a refresher on basics, use sampling methods and common pitfalls as your internal checklist.
Documentation: Write down your field dates, channel (intercept, email, in-product), device mix, and any targeting rules. If you need to justify your setup in a stakeholder doc, cite AAPOR's Best Practices for Survey Research and follow the same documentation principles recommended in the U.S. OMB Standards and Guidelines for Statistical Surveys (2006).
Collect an email or phone only if you have a clear follow-up path (sales outreach, demo booking, onboarding help). If you do collect it, keep the intent answers confidential (not public, not shared widely) and make the contact field optional so you do not trade data quality for lead capture.
Next step: In your survey tool, set one trigger per pool (for example: pricing page intercept OR post-demo email) and write the exact inclusion rule in the survey notes so you can repeat the run.
14 Must-Ask Buying Intent Questions (Organized by Funnel)
Goal: Measure intent, then learn what to fix or message so more people move from "maybe" to "yes".
Default: Use one intent question with one time window (30 days for most teams) plus 10-12 driver/blocker questions.
Customize: If your sales cycle is long, switch the time window to 90 days; if you run promos or low-consideration offers, switch to 7 days.
"How likely are you to purchase [product] in the next 30 days?"
Why it matters: This is your headline metric. Trend it over time and use it to compare segments and channels.
When to use: Include in every run. Use a single anchored scale (for example: Very unlikely to Very likely) and keep the direction consistent. Pew's questionnaire design guidance is a solid checklist when you edit wording.
"When do you expect you will make a decision?"
Why it matters: A 30-day "maybe" and a 90-day "maybe" need different follow-up. This question separates timing from intent.
When to use: Use right after the intent question. Offer options like: Within 7 days / 8-30 days / 31-90 days / 90+ days / Not sure.
"Which best describes where you are in your decision process?"
Why it matters: People answer intent differently depending on readiness. Stage lets you compare apples to apples.
When to use: Use options like: Just researching / Comparing options / Narrowed to a short list / Ready to buy / Not shopping for this right now.
"How urgent is your need to solve [problem]?"
Why it matters: Urgency predicts follow-through. It also tells you whether to push a fast path (demo/checkout) or a nurture path.
When to use: Use a 5- or 7-point scale from Not urgent at all to Extremely urgent, plus a "Not sure" option if urgency may not apply.
"What are you trying to accomplish with [category/product]?"
Why it matters: Your best messaging ties to the job they are hiring the product to do.
When to use: Use a short list (5-7 options) plus "Other (please specify)". Keep each option single-purpose.
"Which outcome matters most when choosing a solution like this?"
Why it matters: This clarifies success criteria so you can prioritize proof and product improvements.
When to use: Use a single-select list (speed, quality, cost savings, ease of use, compliance, support, integrations) to force prioritization.
"What is the #1 reason you would choose [brand/product]?"
Why it matters: Drivers tell you what to lead with in ads, landing pages, and sales talk tracks.
When to use: Use single-select. Keep options concrete (specific feature, ease, price, trust, support) and include "Not sure yet" to avoid forced guessing.
"Which proof would help you feel confident buying?"
Why it matters: Proof needs tell you what to create next: case studies, reviews, ROI calculator, security docs, or a trial.
When to use: Use multi-select with 6-8 items, plus "None of these" and "Not sure" if your audience is early-stage.
"What is the main reason you might not buy [product] right now?"
Why it matters: Blockers are your conversion backlog. One clear blocker is more actionable than five weak complaints.
When to use: Use single-select with options like price, missing feature, trust/security, timing, approval, switching cost, "I do not need this".
"Which alternatives are you considering instead?"
Why it matters: You get a clean list of competitors and substitutes (including "do nothing" or "build it") to inform positioning.
When to use: Use multi-select with a short preset list plus "Other (please specify)". Keep the open field to a single line so it is easy to code later.
"Do you have budget set aside for this purchase?"
Why it matters: Budget readiness helps you route follow-up. High intent + no budget often needs ROI proof, not a harder sell.
When to use: Use Yes / No / Not sure. Add "Not applicable" if some people are not the buyer.
"What price range would you consider reasonable for [product]?"
Why it matters: This gives you an early warning on price friction by segment.
When to use: Use ranges that match how you sell (per month, per seat, one-time). Include "Not sure" to avoid low-quality guesses.
"If you decided to move forward, what would you prefer to do next?"
Why it matters: You learn the fastest path to conversion for each segment (trial vs demo vs quote vs checkout).
When to use: Use options tied to real workflows: Start a trial, Book a demo, Get a quote, Talk to support, Add to cart/checkout, Not ready for any next step.
"What is the one thing we could do to move you from 'maybe' to 'yes'?"
Why it matters: One open text item captures the nuance your lists miss (the real objection, missing proof, or internal constraint).
When to use: Use as the final question. Keep it optional, and do not force it for people who said "Not shopping for this".
Optional (add only if you will use it)
- Role: "Which best describes your role?" (buyer, influencer, end user, student/other)
- Company size or household context: pick one simple attribute that maps to pricing/packaging
- Acquisition source: capture via URL tags when possible; only ask if you cannot tag it
Next step: Pick one time window (7/30/90) for the intent question, delete the rest, then add skip logic so people who are not shopping avoid detailed budget and pricing items.
Pick One Intent Scale: 5-Point vs 7-Point vs Probability
Goal: Choose one intent scale you can trend, score, and explain without confusing your team (or your audience).
Default: Use a 5-point anchored likelihood scale with one time window (for example: 30 days), then keep it unchanged across waves.
Customize: If you are running pricing experiments or need more sensitivity, switch to a 7-point scale or a 0-10 probability-style scale, but do not mix scales inside the same trend line.
| Choice | Best for | Pros | Watch-outs | Default pick |
|---|---|---|---|---|
| 5-point likelihood Very unlikely / Unlikely / Neutral / Likely / Very likely | Fast reads, weekly/monthly tracking, broad audiences | Low friction; easy to explain; simple High/Med/Low scoring | Less sensitivity than 7-point; watch for overuse of the middle option | Yes for most teams |
| 7-point likelihood Same anchors, 7 steps | When you need more spread across segments | More granularity for scoring and movement | Can add noise if your audience is rushed; requires stable scoring thresholds | Use when you have enough volume per segment |
| 0-10 probability-style "How likely (0-10)?" | Modeling, experiments, or fine-grained comparisons | Feels precise; can map to probabilities for internal planning | People interpret numbers differently; purchase-intent scales can vary in bias/variability by format (document your choice using Wright and MacRae's purchase intention scale findings) | Use only if you will analyze it like a numeric score |
| Anonymous | Barrier discovery, message testing, sensitive objections | Often more candid; less fear of sales follow-up | No direct routing to outreach; you must act via aggregate insights | Good for top-of-funnel intercepts |
| Confidential (with follow-up) | Lead routing and sales prioritization | You can route High intent to outreach and track outcomes | Ask for contact only when you will use it; separate identity from answers when possible | Best for post-demo and trial |
Do not mix: Keep one time horizon per survey run. If you need both 30-day and 90-day views, run separate waves or treat them as separate metrics.
Setup tip: Use anchored endpoints and consistent wording so your trend is real movement, not a wording artifact. Keep Likert scale anchors and best practices handy when you finalize labels.
Next step: Pick one scale and lock it. Then set your High/Medium/Low thresholds (inside your dashboard notes) before you collect the first response.
Deployment Playbook + Privacy and Respondent Experience Checklist
Goal: Get clean intent data fast without annoying people or collecting more personal data than you need.
Default: Run one channel first (pricing-page intercept or post-demo email), keep the survey under 3 minutes, and field until you hit minimum segment counts.
Customize: If you need upgrade intent, trigger inside the product on a limit or add-on moment; if you need broad segmentation, send to a defined lead cohort.
- Pick one trigger and stick to itUse a stable rule like: visited pricing page, started checkout, completed a demo, activated a trial feature, or hit an upgrade prompt. Keep the same trigger week to week so shifts reflect audience changes, not a new entry point.
- Choose your time window and cut the restSet 7/30/90 days based on your buying cycle, then delete any extra intent variants. Keep the scale direction consistent (low-to-high or high-to-low, but not both).
- Set a fielding plan (and a minimum sample rule)Keep it open until you reach your minimum per key segment (internal starter target: around 30 completes per key segment for directional reads; adjust after you have a baseline) or a fixed window (7-14 days). Use sample size guidance to set a realistic target before you launch.
- Prevent repeats and clean obvious duplicatesBlock repeat submissions where it matters (intercepts), dedupe by email or device where possible, and tag channel + trigger in the dataset so you can filter later.
- Use data minimization for privacy and trustCollect only what you will use, and make contact fields optional. If you need a practical checklist to justify this internally, cite Utrecht University's data minimisation in a survey guidance and align your wording with your security and privacy overview.
- Test the experience on mobile before you sendCheck: load time, scroll length, option visibility, and skip logic. Keep "Not sure" options where they prevent forced guesses, and remove any nice-to-have questions first. For why respondent experience matters, see AAPOR's Voice of the Respondent and the Tailored Design Method overview (4th edition).
Next step: Internal starter target: spot-check the first 50 to 100 completes for drop-off patterns and confusing wording, then tighten one question or one option list if you see mid-survey abandonment.
How to Score Buying Intent and Turn It Into Funnel Actions
Goal: Convert intent answers into clear next actions (route, nurture, retarget, or fix) instead of a slide full of averages.
Default: Score intent into High/Medium/Low tiers and map each tier to one default action.
Customize: If you have behavioral data (demo requests, add-to-cart, pricing clicks), validate and tune thresholds based on what actually converts.
- Score into tiers (fast and stable): For a 5-point intent item, use 4-5 = High, 3 = Medium, 1-2 = Low. For a 7-point item, use 6-7 = High, 4-5 = Medium, 1-3 = Low. Write the rule in your dashboard notes and do not change it mid-quarter.
- Route each tier to one action: High: offer the fastest conversion path (checkout link, demo slot, or quote). Medium: send proof matched to their "proof needed" choice and a reminder sequence. Low: ask one follow-up question on what is missing and retarget lightly (or pause spend if the segment is consistently Low).
- Cut results by stage first, then by segment: Start with stage/urgency, then split by role, industry, company size, acquisition source, and product line. Internal starter target: consider acting when High intent differs by around 10 percentage points between two segments, once you confirm you have adequate completes to trust the direction; adjust after you have a baseline.
- Quantify drivers vs blockers: Rank top drivers and top blockers overall and within your top segment. Turn the top 3 blockers into an action list: messaging change, page change, product fix, or offer change, and assign an owner to each.
- Code alternatives into categories: Group open-text competitor mentions into a short set (Competitor A/B, "do nothing", "build in-house", "agency/freelancer"). Then build a simple matrix: competitor group x top blocker x proof needed; that becomes your positioning plan.
- Report fielding details with the results: When you share outcomes, note your trigger, dates, channel, and how many people started vs completed. If you need a standard way to describe outcome rates, reference AAPOR's Standard Definitions for outcome rates in your internal reporting template.
Next step: Export your data, assign every record an intent tier (High/Medium/Low), then create one routing rule per tier in your CRM or email platform.
Frequently Asked Questions
What time horizon should I use for the buying intent question (7, 30, or 90 days)?
Pick the time window that matches how fast people can realistically decide. Use 7 days for low-consideration or promo-driven offers, 30 days for most ecommerce and SMB tools, and 90 days for higher-consideration B2B. Keep one horizon per survey run so you can compare results cleanly; use stage/urgency segments instead of mixing horizons in one metric.
Should I use a 5-point or 7-point intent scale?
Pick one scale and keep it consistent across waves. A 5-point scale usually reduces friction and speeds completion, while a 7-point scale can add sensitivity if you have enough volume. Either works if you anchor endpoints clearly and keep your High/Medium/Low thresholds stable.
How do I define High, Medium, and Low intent from the scale?
Use simple thresholds you can explain and repeat. For a 5-point scale, start with 4-5 = High, 3 = Medium, 1-2 = Low; for a 7-point scale, use 6-7 = High, 4-5 = Medium, 1-3 = Low. If you can, validate the cutoffs against behavior (pricing clicks, demo requests, add-to-cart) and adjust once, then lock it.
Can I use this survey to forecast demand?
Use it for directional planning, not precise forecasting, unless you have representative sampling and historical calibration. The strongest use case is segmentation (who is ready), barrier discovery (what blocks purchase), and comparing messaging or offer lift across segments. If you need a forecast-like read, pair intent tiers with observed conversion rates from your funnel.
Should the survey be anonymous if I want to follow up with high-intent leads?
Use confidential collection by default and separate contact capture from the answers when you can. Ask for contact details only if you have a clear workflow to follow up, and make the field optional to protect data quality. State your purpose and retention plainly, and avoid collecting extra personal data you will not use.
Where should I deploy a buying intentions survey for the best signal?
Match placement to your goal. Use a website intercept on pricing/checkout to find blockers, a post-demo survey to prioritize sales follow-up, an in-product trigger for upgrades/add-ons, and an email send to leads for broad segmentation. Keep the trigger consistent and the survey short so week-to-week comparisons stay meaningful.
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