{
  "title": "Subscription cancellation survey",
  "questions": [
    "What is the main reason you are cancelling?",
    "Which expected outcome did the subscription not deliver?",
    "What would need to change before you reconsidered?",
    "Was it easy to find the cancellation instructions?",
    "Which part of the offer differed from your expectations?"
  ],
  "question_notes": [
    "Allow the customer's main reason and optional explanation without obstructing the cancellation process.",
    "Compare the expected result with the delivered result; cancellation does not always imply product dissatisfaction.",
    "Treat reconsideration conditions as optional research, not permission to pressure the customer to stay.",
    "Evaluate cancellation navigation separately from reasons for leaving; a useful service can still have a difficult exit process.",
    "Locate the mismatch in the offer so product, pricing, and sales expectations can be investigated separately."
  ],
  "answer_guidance": [
    {
      "question": 1,
      "format": "Short open text",
      "reason": "Allow the customer's main reason and optional explanation without obstructing the cancellation process.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Compare the expected result with the delivered result; cancellation does not always imply product dissatisfaction.",
      "optional": true
    },
    {
      "question": 3,
      "format": "Short open text",
      "reason": "Treat reconsideration conditions as optional research, not permission to pressure the customer to stay.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Evaluate cancellation navigation separately from reasons for leaving; a useful service can still have a difficult exit process.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Locate the mismatch in the offer so product, pricing, and sales expectations can be investigated separately.",
      "optional": true
    }
  ],
  "respondent_instruction": "If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.",
  "note": "Examples to adapt. Not a validated instrument."
}