--- generated_by: surveylegend-page-markdown title: Competitive Differentiation Survey | SurveyLegend description: Find out which alternatives buyers know, what they compare and where your offer stands apart. Adapt seven focused questions in SurveyLegend. canonical: https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/competitive-differentiation-template/ --- # Competitive Differentiation Survey Template This competitive differentiation survey asks buyers which alternatives they know, what they compare first and which specific difference would matter when choosing. [Try this template ](https://app.surveylegend.com/register/)[Preview template](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/competitive-differentiation-template/#try-template) Preview on a device Show the desktop survey layout Show the tablet survey layout Show the mobile survey layout ![](https://www.surveylegend.com/survey-template-media/demo-backgrounds/competitive-differentiation-template-background.avif) **SurveyLegend** 1 / 7 Competitive Differentiation Survey Which alternatives in this category have you considered? Your thoughts… Next → Competitive Differentiation Survey [Preview](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/competitive-differentiation-template/#try-template) Share [Facebook ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fcompetitive-differentiation-template%2F)[LinkedIn ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fcompetitive-differentiation-template%2F)[X ](https://x.com/intent/tweet?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fcompetitive-differentiation-template%2F\&text=Competitive%20Differentiation%20Survey%20Template)[Reddit](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fcompetitive-differentiation-template%2F\&title=Competitive%20Differentiation%20Survey%20Template) This competitive differentiation survey asks buyers which alternatives they know, what they compare first and which specific difference would matter when choosing. A claimed advantage may not be a difference buyers recognize. SurveyLegend helps a product or marketing team separate familiarity with alternatives from the attributes people actually use to compare them. ## When to use this template Recruit people considering one defined category, including those who have not heard of your offer. Ask unaided alternatives before naming the focal offer. The [brand awareness ](https://www.surveylegend.com/survey-examples-templates/brand-awareness-survey-template/)survey focuses recognition; this version asks about comparison after familiarity is established. **Create your competitive differentiation survey in SurveyLegend** A claimed advantage may not be a difference buyers recognize. SurveyLegend helps a product or marketing team separate familiarity with alternatives from the attributes people actually use to compare them. ## 7 competitive differentiation survey questions Think about the named product or service category. Answer from your own experience or expectations. Skip any offer you do not know well enough to compare; do not share confidential purchase details. Try the survey ## A little feedback. A clearer picture. Explore this 7-question example at your own pace. Every question is optional. Preview on a device Show the survey at full desktop width Resize the survey to a tablet-width preview Resize the survey to a mobile preview with scrolling inside the frame Choose a look Use Classic: a white survey card over the background photo Use Light: dark text over a light tint covering the background photo Use Dark: light text over a dark tint covering the background photo SurveyLegend demo Question 1 of 7 ### Competitive Differentiation Survey 01 Which alternatives in this category have you considered? Share your answer, or skip this question. 02 Before today, had you heard of \[focal offer]? Choose one answer, or skip this question. Yes, and I know it well Yes, I know a little I have heard the name only No Not sure 03 Which factor matters most when you first compare options? Choose one answer, or skip this question. Core capability Ease of use Total cost Reliability Support Access or availability Another factor Not sure 04 How easy is it to see a meaningful difference between options in this category? Choose one answer, or skip this question. Very easy Somewhat easy Mixed Somewhat difficult Very difficult I have not compared them 05 Based on what you know, where does \[focal offer] differ most? Choose one answer, or skip this question. Capability Ease of use Price or value Reliability Support Availability I do not know enough to say Another area 06 Would that difference affect which option you would consider next? Choose one answer, or skip this question. Definitely Probably Unsure Probably not Definitely not I cannot judge the difference 07 What proof or information would help you compare options more confidently? Share your answer, or skip this question. #### One last look Review your answers before submitting this demo. 0 answered #### Thank you for trying the survey! You’ve tried the template from the respondent’s side. Make it your own with SurveyLegend. [Create your own survey](https://www.surveylegend.com/register/) Checking submission availability… This is a demo. We count starts and submissions only. Your answers stay in your browser and are never sent or saved. **—**Starts **—**Submissions Activity is temporarily unavailable. ## Customize your competitive differentiation survey Replace the bracketed offer and category consistently everywhere, show neutral descriptions if needed, and keep the unaided question first. Do not force uninformed respondents to rate an unfamiliar rival. For existing-user evaluation of one specific capability, use the [product feature ](https://www.surveylegend.com/survey-examples-templates/product-and-service-evaluation-surveys/product-feature-template/)template instead. ## Printable competitive differentiation survey Print the same seven optional items for a supervised buyer interview. Keep the open alternatives question before any concept card or named offer, and review the paper responses separately. ![First page of the printable Competitive Differentiation Survey Template with questions and answer spaces](https://www.surveylegend.com/survey-template-media/pdf-previews/competitive-differentiation-template-pdf-preview.avif) [![](https://www.surveylegend.com/user-guide-media/icons/download-pdf.svg) Download Competitive Differentiation Survey Template (PDF)](https://www.surveylegend.com/downloads/survey-templates/competitive-differentiation-survey-template.pdf) Export competitive differentiation survey as PDF ## Create your competitive differentiation survey with AI Copy this prompt into an AI assistant to draft the questions. Review the draft, then build and customize the survey in SurveyLegend before sharing. Create your competitive differentiation survey with AI [](https://www.surveylegend.com/register/) Copy the prompt into an AI assistant to draft the questions, then build your survey in SurveyLegend. Already have an account? [Sign in](https://app.surveylegend.com/login/) to create your competitive differentiation survey. ## How to use the answers Separate people who know the focal offer from those who do not. Compare stated differences with the buyer's main criterion and open information gaps. Treat a claimed advantage as a message hypothesis; validate with product evidence and appropriate experiments rather than inferring market share or price elasticity. Soberman’s UC Berkeley Haas journal abstract notes that “many consumers do not see advertising for all relevant alternatives”. That supports asking what respondents actually know before requesting a comparison. The article sets conditions for differentiation in advertising-driven markets; this original seven-item questionnaire is not its tested instrument. Source: [Soberman (2003) ](https://cmr.berkeley.edu/2003/05/45-3-the-role-of-differentiation-in-markets-driven-by-advertising/). ## Frequently asked questions ### Should I list competitor brands? Ask unaided first. If a later list is needed, use a neutral and fairly selected set, then record who was unfamiliar with each option. ### Is this the same as brand awareness? No. It asks what difference matters in a choice after recording which alternatives the respondent knows. ### Can this prove our product is better? No. It describes perceptions and information gaps; product claims need separate evidence. Design, Branding and Picture Survey Templates 1. [![Preview of the Logo Design Survey Template](https://www.surveylegend.com/survey-template-media/previews/template-logo-design-survey-template-survey-preview.avif) Logo Design Questionnaire Template Design & branding Our mobile-ready surveys look gorgeous on any device! Scan the QRC to preview this one on your smartphone.](https://www.surveylegend.com/survey-examples-templates/logo-design-survey-template/) 2. [![Preview of the User Experience Survey Template](https://www.surveylegend.com/survey-template-media/previews/template-user-experience-survey-survey-preview.avif) User Experience (UX) Survey Template Design & branding If people do not enjoy using your product, they will not keep using it, no matter how clever the code or sleek the design, user experience is everything. That is why understanding the user experience has become essential for UX designers, interaction designers, and app developers everywhere. Surveys offer valuable insights into how users feel, what they expect, and how they behave, giving you a clear path to improvement before launch.](https://www.surveylegend.com/survey-examples-templates/user-experience-survey/) 3. [![Preview of the Product: T-Shirt Design Survey Template](https://www.surveylegend.com/survey-template-media/previews/template-product-t-shirt-design-survey-survey-preview.avif) Product: T-Shirt Design Survey Template Design & branding If you want your t-shirt designs to actually sell, you need more than just creativity—you need data. Whether you’re a fashion entrepreneur, apparel brand, or student working on your next clothing line, understanding your customers is what sets great designs apart from guesswork.](https://www.surveylegend.com/survey-examples-templates/product-t-shirt-design-survey/) 4. [![Preview of the Ad Copy Testing Survey demo showing its first question and response field](https://www.surveylegend.com/survey-template-media/previews/ad-copy-testing-demo-preview.avif) Ad Copy Testing Survey Template Design & branding Use this ad copy testing survey template to learn what people understand from your advertisement before you launch it. Eight questions explore the message, its relevance, its credibility, and the next step the ad suggests. Add your creative to the questionnaire in SurveyLegend, then ask people from the intended audience to respond in their own words.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/ad-copy-testing-template/) 5. [![Preview of the Advertising Survey Form demo showing its first question and response field](https://www.surveylegend.com/survey-template-media/previews/advertising-form-demo-preview.avif) Advertising Survey Form Template Design & branding Use this advertising survey form template to collect the information you need before planning a client's campaign. The eight fields cover the offer, audience, objective, channels, budget planning, and success criteria. Customize the form in SurveyLegend, then use the answers to prepare a focused briefing conversation.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/advertising-form-template/) 6. [![Preview of the Brand Perception Survey demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/brand-perception-template-preview.avif) Brand Perception Survey Template Design & branding Use this brand perception survey template to learn what your brand brings to mind and what experiences shape that impression. It asks for unprompted associations before specific evaluations. Create the survey in SurveyLegend to understand whether your intended positioning matches how people actually describe your business.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/brand-perception-template/) 7. [![Preview of the Concept Testing Survey demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/concept-testing-template-preview.avif) Concept Testing Survey Template Design & branding Use this concept testing survey template to learn whether people understand a proposed idea and see a useful role for it. The questionnaire covers comprehension, relevance, current alternatives, and unanswered questions. Adapt it in SurveyLegend before investing in a product or service that your audience may interpret differently than you expect.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/concept-testing-template/) 8. [![Preview of the Logo Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/logo-testing-template-preview.avif) Logo Testing Survey Template Design & branding A design team knows what a logo is meant to communicate. Customers may see something else. Start with their own descriptions, then ask about specific qualities so your explanation does not supply the answer.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/logo-testing-template/) 9. [![Preview of the Name Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/name-testing-template-preview.avif) Name Testing Survey Template Design & branding A name can sound right in a meeting and mean something very different to a customer. Collect an unprompted reaction before explaining the product. That sequence helps you see what the name communicates on its own.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/name-testing-template/) 10. [![Preview of the Package Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/package-testing-template-preview.avif) Package Testing Survey Template Design & branding Good-looking packaging still has a job to do: help people understand the product. Start with what a person can identify from the mockup, then explore visual appeal and missing information.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/package-testing-template/) 11. [![Preview of the B2B Brand Tracking Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/b2b-brand-tracking-template-preview.avif) B2B Brand Tracking Survey Template Design & branding A recognizable supplier name may still be absent from a buyer's shortlist. SurveyLegend helps marketing teams ask the same category-specific questions at regular intervals and learn where recognition stops short of consideration.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/b2b-brand-tracking-template/) 12. [![Preview of the B2C Brand Tracking Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/b2c-brand-tracking-template-preview.avif) B2C Brand Tracking Survey Template Design & branding A tracking survey is valuable only when each wave measures the same task in a comparable way. This template begins with unaided recall before revealing the tracked brand, then moves through familiarity, consideration or use, the source shaping perception, comparative value, future consideration, and one barrier. Explore related \[design templates\](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/) when the research task concerns creative work or another branding decision.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/b2c-brand-tracking-template/) 13. [![Preview of the Brand Personality Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/brand-personality-template-preview.avif) Brand Personality Survey Template Design & branding Use this template with people who know the named brand through a recent product, service or communication touchpoint. It narrows the task to traits and consistency. For wider associations, experiences and information gaps, use the brand perception template.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/brand-personality-template/) 14. [![Preview of the Category Awareness Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/category-awareness-template-preview.avif) Category Awareness Survey Template Design & branding The demo uses meal-kit delivery as a category, not a particular company. First, respondents describe how they would get ingredients and instructions for a weeknight dinner. Only then does the survey introduce “meal-kit delivery.” That order separates unaided solution routes from aided term recognition. In two category-structure studies, Nedungadi, Chattopadhyay and Muthukrishnan (2001) found that supplying structure affected recall and memory-based choice; their abstract says “provision of structure increases brand recall.” Read the university abstract. The studies did not validate this SurveyLegend questionnaire or show that a seven-item category survey predicts demand. Their result is a reason to record the respondent's unprompted view before supplying a category label.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/category-awareness-template/) 15. [![Preview of the Design Feedback Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/design-feedback-template-preview.avif) Design Feedback Survey Template Design & branding A design review is more useful when every respondent sees the same version, knows the intended audience and task, and separates observation from personal taste. This template helps a designer, product team, or client collect structured feedback on one supplied Design A before choosing what to refine or test next. Add the design as the shared review stimulus; do not treat decorative page art as the design being evaluated.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/design-feedback-template/) 16. [![Preview of the Fabric Color Poll Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/fabric-color-poll-template-preview.avif) Fabric Color Poll Template Design & branding A fabric color poll tests clearly labeled swatches in one product context. It helps distinguish the strongest colorway from the color that merely looks best on a particular screen. For adjacent needs, explore logo testing and visual templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/fabric-color-poll-template/) 17. [![Preview of the Fashion Concept Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/fashion-concept-template-preview.avif) Fashion Concept Survey Template Design & branding A preferred look is only the start. Ask what the concept would be used for, which visual cue mattered and what information is still missing. This questionnaire supports a design review; it does not forecast sales, fit or production quality.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/fashion-concept-template/) 18. [![Preview of the Favorite Poster Voting Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/favorite-poster-voting-template-preview.avif) Favorite Poster Voting Template Design & branding A favorite poster vote collects a choice plus the reason it works for the intended audience. It is especially useful when a team has two or three finished routes. For adjacent needs, explore logo testing and design templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/favorite-poster-voting-template/) 19. [![Preview of the Messaging and Claims Testing Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/messaging-claims-testing-template-preview.avif) Messaging and Claims Testing Survey Template Design & branding A message can sound clear to its writer while suggesting something different to a reader. This SurveyLegend questionnaire asks for an unprompted explanation before showing rating questions, so the first response is not shaped by a list of intended benefits.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/messaging-claims-testing-template/) 20. [![Preview of the Proof Points Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/proof-points-template-preview.avif) Proof Points Survey Template Design & branding This survey compares accurately sourced proof points supporting one claim. It tests comprehension and perceived credibility, not whether a claim is true. Explore related logo testing and design templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/proof-points-template/) Free survey maker ## Start creating surveys today *for free* Create and bring your ideas to life with the survey tool used by people all over the world. [Get started for free ](https://app.surveylegend.com/register/)[Book a demo](https://www.surveylegend.com/schedule-a-demo-of-surveylegend/) Academic research survey ### Ready to collect better research data? Create academic surveys and questionnaires from ready-made templates. 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