Last updated: April 2026
Market Research Survey Templates
Free market research survey templates: product-market fit, pricing sensitivity (Van Westendorp), concept testing, demographic segmentation, and brand tracking.
Market research survey templates are pre-built questionnaires for measuring product-market fit, pricing sensitivity, concept reception, demographic segmentation, and brand tracking. SpaceForms offers 5 free, methodology-aligned market research templates with unlimited responses, no credit card required.
Market research survey templates turn business decisions into evidence-based choices. Whether you're validating a new product idea, optimizing pricing, tracking brand health, or segmenting customers, the five templates in this hub cover the core use cases: product-market fit (PMF), pricing sensitivity using the Van Westendorp methodology, concept testing, demographic segmentation, and brand tracking. All are free on SpaceForms with unlimited responses — suitable for both DIY founder research and professional market research agencies.
Browse Market Research templates
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Pricing Sensitivity (Van Westendorp)
Determine optimal price range using Van Westendorp method
Try it now (Demo):
This is a live demo. All responses are collected on the demo account.
Try it now (Demo):
This is a live demo. All responses are collected on the demo account.
Try it now (Demo):
This is a live demo. All responses are collected on the demo account.
Product-market fit (PMF) survey templates
The Sean Ellis PMF survey asks a single diagnostic question — 'How would you feel if you could no longer use this product?' — with options ranging from 'Very disappointed' to 'Not disappointed.' The rule of thumb: 40%+ 'Very disappointed' indicates product-market fit. This template includes the Sean Ellis question plus supplementary questions on primary benefit, replacement alternatives, and target segment, giving you both the PMF score and the qualitative context to act on it.
Pricing sensitivity surveys (Van Westendorp PSM)
The Van Westendorp Price Sensitivity Meter (PSM) asks four open-ended price questions to find the acceptable price range for a product: at what price is it 'too cheap to be good,' 'a bargain,' 'getting expensive,' and 'too expensive.' Plotting the answers reveals the Optimal Price Point (OPP), Indifference Price Point (IPP), and the range of acceptable prices. This template implements the full PSM methodology — rare to find free.
Concept testing and new product evaluation templates
Concept testing surveys measure market reception to a new product idea before launch. Show respondents a description or mockup, then ask about clarity, appeal, uniqueness, perceived value, purchase intent, and reasons for/against. This template structures the full concept test with validated question wording used by major agencies (Nielsen, Ipsos, Kantar) and is suitable for pre-launch validation of products, features, ads, or brand campaigns.
Brand tracking and demographic segmentation templates
Brand tracking surveys measure brand awareness, consideration, preference, and usage over time — the classic marketing funnel. Run quarterly or semi-annually to track how marketing investment translates to mental availability. Demographic segmentation surveys collect the cuts (age, income, geography, behavior) you need to understand who responds and why. Both templates include demographic screening questions ready to customize.
Best practices for market research surveys
Survey the right sample
Market research is only as good as the sample. Survey your target market, not existing customers. Use panel providers (Prolific, Respondent, CloudResearch) for recruitment or intercept surveys via social ads with demographic screens.
Pilot with 10-20 before going wide
Always run a pilot with 10-20 respondents before launching at scale. You'll catch confusing questions, broken logic, and biased wording that would have invalidated the full study. The cost of a pilot is hours; the cost of a botched full study is weeks.
Ensure statistical significance
For population-level inference: 200+ responses per segment (roughly ±7% margin of error at 95% confidence). For precise tracking over time: 400+ per wave. Don't over-slice with 50-response subgroups — the noise dominates the signal.
Follow validated methodologies
For PMF, use the Sean Ellis test. For pricing, use Van Westendorp PSM or Gabor-Granger. For concept testing, use the validated question sets from major agencies. Invented methodologies produce invented insights.
Ask behavior, not intention
'Would you buy this at $50?' is a terrible question — intent data is weakly predictive of behavior. Instead, ask about past behavior ('When did you last purchase a similar product?'), measure actual engagement (landing page opt-in rates), or run experiments.
Frequently asked questions
Are these market research survey templates free?
Yes — 100% free forever on SpaceForms. Unlimited responses, unlimited customization, no credit card required. Market research agencies typically pay $25-50K/year for Qualtrics; these templates handle 80% of DIY research needs at zero cost.
What is the Van Westendorp PSM methodology?
Van Westendorp's Price Sensitivity Meter asks four open-ended price questions to identify acceptable pricing ranges: 'too cheap to be good,' 'a bargain,' 'starting to get expensive,' and 'too expensive.' Plotting the cumulative distributions of responses reveals the Optimal Price Point, the acceptable price range, and indifference price. It's the gold-standard pricing research technique.
How many responses do I need for pricing research?
For Van Westendorp PSM: at least 200 target-market respondents for a reliable Optimal Price Point. For conjoint analysis: 300-500. For simpler willingness-to-pay: 100-150. Below 100, the noise makes any result unreliable.
What's a good product-market fit score?
The Sean Ellis test benchmark: 40%+ of respondents saying they'd be 'very disappointed' without the product indicates strong PMF. 20-40% means early signs of fit. Under 20% means no PMF yet — and consistently building features likely won't change that until the positioning or target segment is rethought.
Can I use this for concept testing a new product?
Yes — use the Concept Test template. Best practice: show respondents a one-paragraph description or mockup, then ask clarity, appeal, uniqueness, purchase intent (with a calibrated scale), and open-text reasons. Avoid showing to respondents who can't represent your target market.
How do I recruit respondents for market research?
Panel providers (Prolific, Respondent, CloudResearch, UserInterviews) offer screened respondents at $2-20/each. Social media ads with demographic targeting work for B2C. LinkedIn for B2B. Intercept surveys on your own site for existing-user research. Avoid 'ask your Twitter followers' — the sample is unusably biased.
What's the difference between brand awareness and brand tracking?
Brand awareness is a measurement (what % of target market recognizes you). Brand tracking is the ongoing practice of measuring awareness, consideration, preference, and usage repeatedly over time to spot trends. Brand tracking uses the brand awareness template plus additional funnel-stage questions run quarterly.
Can I use these templates for B2B market research?
Yes. For B2B, screen respondents by job title, company size, and industry. Include vendor evaluation stage questions. For pricing, consider that B2B buyers often value stability and support over lowest price — don't over-index on price. Typical B2B market research sample: 150-300 qualified respondents.