About the Brand vs Non-Brand Buyers In-Platform Survey
The Brand vs. Non-Brand Buyers In-Platform Survey allows you to quickly identify and compare shoppers who purchase your brand with those who buy in your category but not your brand. This is helpful with revealing the attitudes, opinions, and behaviors that drive purchase decisions.
Quick Tips: How to Prompt
Setting up a Brand vs. Non-Brand Buyers In-Platform Survey begins with a few targeted inputs that define shopper classification logic.
Product*
The brand or item you want to analyze (e.g., Doritos, Pepsi).Category*
The product category that frames your analysis (e.g., Greek Yogurt, Soft Drinks).Store
The retailer or sales channel where the purchase behavior is being tracked (e.g., Kroger, Target, Online Grocery).Date Range*
The period you want to analyze for purchase activity
*Required
You will need to include both a Product and a Category.
Once you've entered your inputs and click Build, you’ll be taken directly to the standard survey builder, starting at the “Select Panelist” step.
At this point, the platform automatically creates two distinct quota groups based on shopper behavior:
Brand Buyers: Shoppers who have bought your brand
Non-Brand Buyers: Shoppers who have purchased your category, but not your brand.
From the survey builder, you have full control over each of the two pre-populated quota groups. You can make any adjustments necessary to fit your research goals, including:
Renaming groups to match internal terminology or hypotheses
Deleting a quota group if it's not relevant to your study
Updating sample sizes to reflect your desired respondent counts per group
Adding demographics like age, gender, income, or region to further refine your targeting
Sample Survey Questions
Questionnaire Templates available in the Brand vs. Non-Brand Buyers Survey
The following Questionnaire templates are available in the Brand vs. Non-Brand Buyers survey. They each have short (5Q), Standard (15Q), and Long (20Q) survey options available.
FMOT/SMOT
Path to Purchase
Click here to learn more about questionnaire templates.
Sample Questions
All sample questions (and more!) can be found in the Questions Library (click + then 'Add From Library'). Keep in mind you can also create your own questions as well.
Note: The terms below in [brackets] are variables. To learn more, please visit About Variables.
Which of the following are some reasons why you recently purchased [brand] from [banner]? Best selection, best price, easy to find, coupons, specific brand, enjoy store, impulse purchase
Would you consider [banner] your favorite place to purchase [brand]?
Yes, somewhat - one of a few, no
Which of the following best describe(s) why you bought [brand] [category] on this shopping trip? Select one. To buy extra to have on hand, I didn't have any of this product/was running low, to take advantage of a coupon, it was convenient to buy, I wanted something new/different, for a gift, special occasion, or party, somebody else asked me to buy it, Other
Which of the following types of stores is your favorite destination to buy [category]? Mass, Food, Dollar, Club, Drug, Gas & Convenience, Specialty, Online, Other
Brand vs. Non-Brand Buyers Survey Watchouts
The Buyer vs. Non-Brand Buyer In-Platform Survey is available in both the United States and Canada.
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Last Updated 8/21/2025