I understand that I can add a text based 'question 1' to create a survey introduction or instructions, but is there any way to change the style of this (eg font size, font) to make it look more like an introduction? The same issue arises with block questions - can I create a heading style?

I'm not sure about creating a heading style. But you can change font size, font, color etc. on individual questions using the Rich Content Editor.https://www.qualtrics.com/support/survey-platform/survey-module/editing-questions/rich-content-editor/rich-content-editor-overview/

Creating survey headings or new fonts

Creating survey headings or new fonts | Experience Community

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