What is the product concept test survey form template?
A concept test shows people a short description of a product that doesn't exist yet and asks what they think. Done before development, it can show whether the idea is clear, whether it feels different from what's on the market, whether people would buy it and what they'd expect to pay.
This survey starts with a paragraph you replace with your concept description, then asks for a first reaction and ratings for appeal, uniqueness, relevance and believability, with open questions on likes and dislikes. The second page covers purchase intent, what it would replace, how often it would be used, three price questions and where people would buy it. The last page has optional profile questions and permission to contact them again.
Every response is saved in your FileIt vault, and the Responses table and CSV export let you compare scores across the whole sample.
- Best for
- Product teams, startups, marketing and consumer research teams
- Filled in by
- Target customers, panel members or existing customers
- Time to complete
- About 5 minutes
- Includes
- Editable concept description, five-point ratings, standard purchase-intent scale, three price questions, improvement prompt and optional profile
Who uses a product concept test survey form?
- A startup testing an idea before building a prototype
- A food brand comparing a new flavour concept with its customer list
- A product team screening several concepts with one survey each
- A marketing team checking a concept's clarity before a launch
- A student or researcher running a concept study for a course
Questions on this product concept test survey form
25 questions over 3 pages · includes conditional questions, multiple pages, ratings.
1 The concept
- What's your first reaction, in a few words?*
- How appealing is this product to you?*
- Is it clear what the product does?* Completely clear · Mostly clear · Somewhat unclear · Very unclear
- What, if anything, is unclear? asked only when it applies
- How different is this from what's available today?*
- How well does it solve a problem you have?*
- How believable are the claims made about it?
- What do you like most about it?
- What do you like least, or what concerns you?
2 Buying & price
- If this product were available, how likely would you be to buy it?* Definitely would buy · Probably would buy · Might or might not buy · Probably would not buy · Definitely would not buy
- What might stop you buying it? asked only when it applies
- Would it replace something you use now? Yes, completely · Partly · No, it would be an addition · I don't use anything like this now
- What do you use for this now? asked only when it applies
- How often would you use it? Daily · Weekly · Monthly · A few times a year · Rarely · Never
- What price would you expect it to cost?*
- At what price would it be too expensive to consider?
- At what price would it seem so cheap you'd doubt the quality?
- Where would you expect to buy it? Online from the brand · Online marketplace · Supermarket · Specialist shop · Department store · Subscription
- What one change would make it more appealing?
- If the concept had a name, what do you think of it?
3 About you
- Your age Under 18 · 18-24 · 25-34 · 35-44 · 45-54 · 55-64 · 65 or older · Prefer not to say
- How often do you buy products in this category? Often · Sometimes · Rarely · Never
- Household Live alone · Couple · Family with children · Shared house · Other · Prefer not to say
- May we contact you about future research?
- Email* asked only when it applies
The product concept test survey form, page by page
1 The concept
An introduction asks people to read the concept before answering, followed by a placeholder paragraph you replace with your description. Respondents give their first reaction in a few words, then rate appeal on a five-point scale. "Is it clear what the product does?" asks what, if anything, is unclear for any answer short of completely clear. Five-point ratings for uniqueness, relevance and believability follow, with open questions on what they like most and least.
2 Buying & price
Purchase intent uses the standard five-point scale from definitely would buy to definitely would not. Any answer other than definitely would buy asks what might stop them. Respondents say whether it would replace something they use now — anyone who uses something similar is asked what — and how often they'd use it. Three price questions ask what they'd expect it to cost, when it would be too expensive and when it would seem too cheap. Where they'd buy it, one change that would improve it and their reaction to a name complete the page.
3 About you
Optional questions cover age, how often they buy in the category and household type. Respondents can agree to be contacted about future research, which asks for their email.
Make the template yours
- Replace the concept paragraph with your description, and include a link to an image of the concept if you have one
- Change the price currency to your market's
- Make one copy of the survey per concept so results stay separate
- Add screening questions at the start to reach the right target customers
- Remove the name question if the concept doesn't have one yet
- Set a maximum number of responses to cap your sample
Tips for a better product concept test survey form
- Keep the concept description short, plain and neutral — avoid sales language
- Test each concept with a similar group of people so scores are comparable
- Look at the top two boxes of purchase intent rather than the average
- Read the open answers — they often explain a low appeal score
- Treat purchase intent as a guide, not a forecast; stated intent is usually higher than actual buying
Every response becomes a PDF in your vault
Each response is filed in your FileIt vault, and responses build up in the Responses table. Respondents don't get a copy by default, which keeps the survey quick.
Export to a CSV to calculate appeal and intent scores, compare age groups and read every open-ended answer in one sheet.
- Start from this template. It opens in the FileIt Forms designer — change any question, add pages, set the rules for when questions appear.
- Share it. Turn on a public link, or send it to people by email, each with their own link. They don’t need a FileIt account.
- Get the answers as PDFs. Each response is saved as a PDF in the vault folder you choose, with uploaded files attached — and listed in a Responses table you can export to CSV.
Product concept test survey form: frequently asked questions
Is the product concept test survey template free?
Yes. It's a FileIt Forms starter template, available on every plan.
Can I show an image of the concept?
Forms can't embed images inside a question. Describe the concept in the paragraph and link to an image, or show the image alongside the survey link.
Can I test several concepts in one survey?
It's simpler to make one copy per concept, so each set of results stays separate and comparable.
Does it calculate scores automatically?
No. Export the responses to a CSV and calculate averages or top-two-box scores in a spreadsheet.
Do respondents need an account?
No. Anyone with the link can respond.
Is the price question reliable?
It shows what people expect to pay, which is useful for positioning. Real buying behaviour can differ, so use it alongside other research.