Survey template: B2B Buyer survey about decision making process

Getting meaningful answers from B2B buyers about their decision making process is tough—especially when you want actionable insights fast. That’s why we recommend you use and try this AI survey template from Specific for your next feedback session. You’ll uncover exactly what drives choices, using a conversational survey that goes beyond forms, right from the start.

What is a conversational survey and why AI makes it better for B2B buyers

Traditional surveys just don’t cut it when you want full context from today’s B2B buyer. With most buyers preferring to research and make decisions online—without ever talking to a salesperson—capturing depth is essential and the old static forms fall flat. Data shows that 77% of buyers won’t speak to a salesperson until they’ve finished their research, meaning your survey has to be sharp, relevant, and capable of digging for deeper insight on its own. [2]

AI-driven conversational surveys reimagine survey creation and response gathering. Instead of rigid question lists, every interaction adapts in real time—just like having an expert interviewer chat with your respondents. Not only does this get rid of bland, incomplete responses, it makes filling the survey feel like a genuine conversation. Specific leads the way here, delivering the best user experience for both survey creators and B2B buyer respondents by keeping the feedback process effortless and engaging.

Here’s a quick comparison to highlight the difference:

Why use AI for B2B buyer surveys?

• **Buyers do most of their research before talking to sales—your survey must act as a trusted advisor, not an order form.**

• **80% of B2B purchase decisions involve multiple stakeholders** (with the average group including up to 10–11 people), so you need a tool that makes collecting detailed, multi-stakeholder input painless. [3]

• AI survey templates adjust to response quality in real time, meaning you collect better data the very first time, without chasing for clarifications later.

• Specific’s conversational AI survey builder template means anyone—research, ops, or sales—can launch a professional-grade survey as easily as starting a chat.

Not sure where to begin with specific questions? We’ve got a guide to the best questions for B2B buyer surveys about decision making process.

Automatic follow-up questions based on previous reply

One of the biggest breakthroughs with Specific is how AI asks automatic follow-up questions based on each B2B buyer’s previous reply. Rather than stopping at vague answers, it prompts for depth in the moment—like a smart researcher would. You don’t need to ping respondents over email or let ambiguous replies slip through the cracks. Instead, feedback stays rich and focused. Here’s how that looks in practice:

• B2B buyer: “We consider multiple vendors before making a decision.”

• AI follow-up: “What are the key criteria your team uses to narrow down the vendor list?”

• B2B buyer: “The process usually takes a while.”

• AI follow-up: “Could you estimate how many months a typical decision-making process takes for your team?”

Without follow-ups, quick or unclear statements rob you of insight. With smart, AI-powered follow-up questions in a conversational survey, every response is given space for detail and nuance—no more guessing or gaps in your analysis. Curious how it plays out? Try generating a survey and see how the interaction flows dynamically. For a deeper dive into how this works, check out AI follow-up questions in action.

These automated, context-driven follow-ups transform the interaction into a true conversation—making every survey genuinely conversational.

Easy editing, like magic

We know how frustrating it is to tweak long, complex surveys, especially for B2B buyer processes with branching logic or custom follow-ups. With Specific’s AI survey editor, we simply describe what needs changing in natural language and the AI does the rest—removing the grunt work and letting us experiment freely. Need to change the tone, add a stakeholders question, or adjust follow-up intensity? It’s as quick as typing your thoughts, and edits happen in seconds. That means you stay focused on the decision making process, not the busywork.

Survey delivery: landing pages, in-product, everywhere B2B buyers decide

There are two great ways to deliver your conversational B2B buyer decision-making survey, so you get responses where decision-makers are most engaged:

• Sharable landing page surveys: Create a dedicated link to your survey and share it by email, in newsletters, or distribute through Slack or LinkedIn. This is perfect if you’re surveying buyers post-sale, prospect groups, or compiling insights during product launches. Since 97% of B2B buyers check a vendor’s website before reaching out, hosting your survey on an easy-to-access page ensures it fits seamlessly into their online journey. [4]

• In-product surveys: Embed the AI survey directly inside your SaaS product or website. Useful when you want to capture B2B buyer feedback in the context of product evaluation, onboarding, or trial experiences. This leverages the fact that 83% of buyers already access digital channels during the purchase process, maximizing participation and accuracy. [5]

Depending on whether you’re engaging established customers, decision committees, or product evaluators, you can mix and match both delivery methods for maximum reach and confidence in the feedback.

AI survey analysis: instant, actionable insights

Once responses roll in, AI-powered analysis kicks in within Specific. Instantly, the platform summarizes what B2B buyers are saying, surfaces key themes, and helps you dig for action items—without spreadsheets or manual coding. Features like automatic topic detection reveal why buyers act, while our AI chat lets your team ask questions like “What were the top concerns for decision-makers?” right in the platform. If you need to go deeper, see our detailed guide on how to analyze B2B buyer decision making process survey responses with AI for best practices. For more on features, get the full overview at AI survey response analysis.

AI survey analysis replaces intuition with structured, reliable insights—freeing your team to focus on what really matters: improving the buyer journey and winning more deals.

Use this decision making process survey template now

Start using this AI survey template to surface exactly how and why your B2B buyers make decisions. Deliver natural, multi-layered feedback, edit on the fly, and instantly unlock insights that help you sell and serve better—no manual work required.