Path to Purchase Survey Template
This path to purchase survey template asks recent buyers what started their search, where they looked, and what helped them decide. Use seven questions to find information gaps and moments of hesitation before purchase.
This path to purchase survey template asks recent buyers what started their search, where they looked, and what helped them decide. Use seven questions to find information gaps and moments of hesitation before purchase.
The place a customer paid is only one part of the buying journey. This SurveyLegend questionnaire asks about the earlier need, information search and comparison so you can understand what a receipt alone cannot explain.
When to use this survey
Use it soon after a completed purchase in one defined category. Keep product-use feedback separate; the product experience survey can explore what happens after customers begin using an item.
7 questions for your path to purchase survey
Think about your most recent purchase in the product category named in the invitation, made during the past 30 days. Answer about that purchase throughout. All questions are optional. If you have not made such a purchase, this version is not intended for you. Do not include order numbers or payment details.
A little feedback. A clearer picture.
Explore this 7-question example at your own pace. Every question is optional.
Path to Purchase Survey
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Customize your path to purchase survey
Define the product category and recruitment window in the invitation. A purchase completed in the past 30 days may have a longer decision journey, so keep the more-than 30 days option. Adapt channels to the audience without assuming every journey begins online. Use a separate version for people who considered but did not purchase.
Printable path to purchase survey
Print the category and30-day eligibility description above the same questions. Allow respondents to skip steps they do not remember. Do not ask them to attach receipts or reconstruct a browsing history they cannot recall.
Download Path to Purchase Survey Template (PDF) Create your path to purchase survey with AI
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How to use the answers
Read first search source, useful comparison source and final purchase channel as different roles. Group open-ended data into missing details, trust concerns and practical obstacles. These recalled answers can guide research priorities; they do not assign causal credit to marketing channels or measure advertising return.
Nici and von Creutlein’s 2017 Lund University master’s study organized the pre-purchase journey around “need recognition, information search and evaluation of alternatives”. The customer journey thesis used exploratory qualitative research in home-furnishing retail. Its structure informs this questionnaire, but the industry-specific findings do not describe every purchase or validate these original questions.
Frequently asked questions
Is this a marketing attribution model?
No. It collects remembered steps and useful information sources. It cannot establish how much credit a channel deserves for a sale.
Can people who did not buy answer?
This version is for completed purchases. An abandoned-purchase version needs different wording and outcomes.
Why separate search source from purchase channel?
Someone may research in one place and buy elsewhere. Keeping them separate preserves those different roles in the journey.
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