For a newly viral category, judges real trend versus topic noise through four gates: penetration and usage, motivations and scenarios, substitution and switching, and repurchase and word-of-mouth.
Generation Prompt
Paste this brief into WeJot AI to generate an editable first draft of this survey.
Please design a structured and executable survey questionnaire for the 'Consumer Trend Validation Survey Template'.
Research objective: Determine whether a much-discussed new category (such as ear-clip headphones or new footwear styles; wording should use 'this category' as a placeholder and be replaced with the actual category) is a real trend or topic noise. Cover four gates—awareness and penetration (awareness/trial/stable-usage shares), motivations and usage scenarios (purchase motivations and scenarios in the past 30 days), substitution and switching (what satisfied the same need before purchase and what was given up), and repurchase and word-of-mouth (repurchase intent, recommendation willingness, switching-back intent)—plus age and city tier for audience segmentation.
Question type requirements: Generate about 10 questions, including: 1 NPS question (0-10 likelihood of recommending this category to friends with the same need), 1 open-ended question (example of the product or brand replaced and the scenario), 3 multi-select questions (usage scenarios, purchase motivations, barriers—options should reflect real consumption scenarios), 4 single-choice questions (purchase/usage status, last purchase time, substituted category, age and city), and 1 scale question (likelihood of continuing to buy or use in the next 3 months, 1-5). Behavior items must anchor to a time window such as 'the past 30 days'; ask about past behavior before future intent.
Sample and quality control: Recommend 500-800 responses across ages 18-45 and different city tiers; ensure enough respondents who have purchased and used the product for over a month for repurchase analysis; after collection, segment behavior into novelty buyers, stable users, and switchers-back.
Please output a complete prompt that can be pasted directly into 'Wenjuanpai AI', without any extra explanatory text.
Sample questions
1Single choice
Have you purchased or used products in this category?
Currently using or recently purchasedUsed before, but stoppedOnly tried in store or via others, never boughtNever used, but know what it isNever heard of it
2Multiple choice
In the past 30 days, in which scenarios did you use products in this category? (Select all that apply, and mark the most important one)
Commuting or daily outingsWork or study settingsExercise and fitnessLeisure and entertainmentBusiness or formal occasionsTravelOther
3Single choice
When did you last purchase a product in this category?
Within the past month1-3 months ago3-12 months agoMore than a year agoNever purchased
4Multiple choice
What are the main reasons you bought products in this category? (Select up to 3)
Better comfort or experienceSocial media or friend recommendation; wanted to tryReasonable price or good valueBetter fits my style or imageNew features or stronger performanceEveryone around me uses it; following the trendOther
5Single choice
Before buying or using this category, what did you mainly use to meet the same need?
Another category (please specify)Another brand within the same categoryNo substitute; this is a new needDon't remember
6NPS
Overall, based on your current experience, how likely are you to recommend this category to friends with the same need? (0-10, with 10 meaning extremely likely to recommend)
0 (Not at all likely)5 (Neutral)8 (Somewhat likely)10 (Extremely likely)
7Multiple choice
What are the main reasons preventing you from buying, repurchasing, or continuing to use this category? (Select all that apply)
Price is too highExperience or quality below expectationsDoes not fit my main usage scenariosUnsure it is a lasting trend; afraid it will dateLack of trustworthy reviews around meNo significant barriers
8Open text
Please give one concrete example: what product or brand did you replace with this category, and in what scenario did you make the switch?
9Scale
How likely are you to continue buying or using this category in the next 3 months?
Not at all likely (1)Unlikely (2)Neutral (3)Likely (4)Very likely (5)
10Single choice
What is your age group and city tier? (For subgroup statistics)
18-2425-3435-4445 and aboveFirst-tier or new first-tier citySecond- or third-tier cityCounty town or township
