Diseño de Encuestas Que No Apeste

I need to validate the hypothesis that [TARGET MARKET] customers will pay a premium for [SPECIFIC PRODUCT/FEATURE] over existing alternatives. --- **Survey Design (12 Questions)** **Q1 (Screener - Demographics)** *Which of the following best describes your current role?* - A) Executive/C-Level - B) Manager - C) Individual Contributor - D) Student - E) Retired/Other **Insight:** Filters for decision-makers or budget-holders in your target market. **Bias:** Self-reported role may overstate seniority; use as a soft screen only. **Q2 (Screener - Behavioral)** *In the last 30 days, how many times have you [KEY BEHAVIOR, e.g., "purchased a competitor product" or "searched for a solution to X"]?* - A) 0 times - B) 1-2 times - C) 3-5 times - D) 6+ times **Insight:** Confirms active engagement with the problem space. Only include respondents answering B, C, or D. **Bias:** Recall error - people overestimate frequency. Use ranges, not exact numbers. **Q3 (Behavioral - Current Solution)** *Which of the following did you LAST use to solve [PROBLEM]?* - A) [Competitor A] - B) [Competitor B] - C) Manual workaround (e.g., spreadsheet, pen & paper) - D) Did nothing / ignored it **Insight:** Reveals actual default behavior and competitive set. **Bias:** Recency bias - last use may not reflect typical behavior. **Q4 (Behavioral - Frequency)** *On average, how many hours per week do you spend on [TASK RELATED TO PROBLEM]?* - A) Less than 1 hour - B) 1-3 hours - C) 4-6 hours - D) 7+ hours **Insight:** Quantifies pain point severity and potential time-saving value. **Bias:** Overestimation of time spent on important tasks. **Q5 (Behavioral - Priority)** *When choosing a solution for [PROBLEM], which factor did you prioritize MOST in your last purchase/decision?* - A) Price - B) Speed/efficiency - C) Ease of use - D) Features/capabilities - E) Brand reputation **Insight:** Identifies the primary decision driver, not stated preference. **Bias:** Single-choice forces trade-offs that may not reflect real multi-factor decisions. **Q6 (Conjoint Analysis - Willingness to Pay)** *Imagine you are choosing between two solutions. Which would you choose?* | Feature | Option A | Option B | |---------|----------|----------| | Price | $[X] | $[Y] | | Setup time | 5 minutes | 30 minutes | | Integration | Native | Requires manual setup | | Support | 24/7 chat | Email only | - A) Option A - B) Option B - C) Neither **Insight:** Directly tests price sensitivity vs. feature trade-offs. Repeat with different price points across respondents. **Bias:** Hypothetical bias - stated choice may not match real purchase behavior. Anchor prices influence responses. **Q7 (Behavioral - Switching Cost)** *What is the PRIMARY reason you have NOT switched from your current solution in the past 6 months?* - A) Too expensive to switch - B) Too time-consuming to switch - C) Fear of losing data/work - D) Not aware of better alternatives - E) Current solution is good enough **Insight:** Identifies barriers to adoption and potential messaging angles. **Bias:** Post-hoc rationalization - respondents may not know true reasons. **Q8 (Behavioral - Adoption Trigger)** *Which event would MOST likely prompt you to try a new solution for [PROBLEM]?* - A) Current solution fails/breaks - B) A colleague recommends it - C) I see a compelling ad/case study - D) Price drop in alternatives - E) Nothing would prompt me **Insight:** Reveals the activation trigger for your marketing funnel. **Bias:** Social desirability - respondents may overstate rational triggers (A) over emotional ones (B). **Q9 (Trick Question - Attention Filter)** *To verify you are reading carefully, please select "C" below.* - A) Option A - B) Option B - C) Option C - D) Option D **Insight:** Removes random clickers from analysis. Anyone not selecting C is excluded. **Bias:** None - this is a standard attention check. **Q10 (Behavioral - Budget)** *What is your annual budget for tools/solutions related to [PROBLEM]?* - A) $0 - B) $1 - $500 - C) $501 - $2,000 - D) $2,001 - $10,000 - E) $10,000+ **Insight:** Validates ability to pay, not just willingness. **Bias:** Underreporting due to confidentiality concerns; use ranges to reduce discomfort. **Q11 (Behavioral - Purchase Authority)** *In your last purchase of a solution for [PROBLEM], who made the final decision?* - A) I did, independently - B) I did, with input from others - C) Someone else, with my input - D) Someone else, without my input **Insight:** Confirms whether your respondent is the actual buyer or just an influencer. **Bias:** Ego bias - respondents may claim more authority than they have. **Q12 (Behavioral - Intent)** *If a solution that [KEY BENEFIT] was available today, what would you do?* - A) Purchase immediately - B) Request a demo/trial - C) Research more before deciding - D) Not interested **Insight:** Measures top-of-funnel intent and helps forecast conversion. **Bias:** Overstatement of purchase intent - people say yes to hypotheticals. --- **Sample Size Calculation** For 95% confidence with a 5% margin of error: - **Minimum sample size: 385 valid responses** (after removing attention-check failures and non-qualified screens) **Adjustments:** - If you expect 40% of respondents to fail screening or attention checks, target **~640 raw responses**. - If you plan to segment by subgroups (e.g., by role or budget), add 100-150 per subgroup. - For the conjoint analysis, ensure at least **200 per price-point variant** for reliable utility estimates. **Formula used:** n = (Z² × p(1-p)) / e², where Z=1.96, p=0.5 (conservative), e=0.05.

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