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No two market research projects are alike, but happily there are some tried-and-tested questions you can use for inspiration to get the consumer insights you’re looking for.
It’s all about asking questions that are most relevant to the goals of your research. Every so often the best questions are actually quite straightforward, like asking consumers where they do their grocery shopping.
If you’re creating a customer profile, you’ll ask different questions than when you’re running creative testing with your target audience, or getting insights on key consumer trends in your market.
The right market research questions are the ones that will lead you to actionable insights, and give you a competitive advantage in your target market.
Let’s kick this off and get straight into some questions, shall we?
Where do we even begin with this?! There are so many types of research and we’ll get into which questions work for each below, but here are some classic example market research questions to get you started.
These particular questions are good for surveys that you might run when you’re running some essential consumer profiling research.
Surely you want to talk to your current customers to understand why they buy from you and what they think about your products?
Correct! But your consumer research should definitely not end with current customers!
Here’s why you should think about broadening your research to include other groups and different market research methods:
Here are some questions that are perfect for competitive market analysis research. Some of these questions might sound similar to some from our previous section on consumer profiling—that’s because there’s often some crossover between these types of research. Consumer profiling often refers to a more general type of research that covers similar ground to market analysis. If you’re wondering how to calculate market size, questions like these would be a great starting point.
By involving consumers in the product development process, you can make sure that your products are designed to meet—and ideally exceed—their needs.
Product market research can be done at several points in the product development process, by asking potential customers in your target market questions about existing products (yours or competitors’), prototypes, or just your own early-stage product ideas.
You can dive into the customer experience, specific product features or simply find out if the product quality matches the value proposition you’re putting out there.
Sometimes you even get a surprising answer to the question: how does our product or service help people?
You might learn from the survey responses that customers are using your product in a different way than you intended, opening you up to new target markets and different product types in the future.
Asking these questions also allows you to get feedback on your designs, so that you can make necessary changes before the product is released. Here’s some inspiration for when you’re conducting product market research.
There are different types of new product development research. A key type is Jobs to be done research. This research digs into the practical reasons people buy products—the jobs they need to get done with a specific product. You use these insights to help you create products that will genuinely help consumers, and that they’ll ultimately want to buy.
When you’re cooking up your brand’s next product, you’ll want to go through a concept testing phase. This is where you ask consumers what they think about your idea and find out whether it’s likely to be a success. Here are some of the questions you could ask in your concept testing research.
Get inspired with NPD survey templates
Our in-house research experts have created New Product Development (NPD) survey templates to give you the perfect starting point for your product research!
Does the perspective of new customers change over time? How do you compare to other brands, and how do you become the preferred brand in your market and increase that market share?
Brand perception and brand awareness are super important metrics to track. These insights can be used to improve customer experience and satisfaction on a higher level than just product: the relationship you have with your customers.
This research can also help you understand how to reach the holy grail of branding: turning loyal customers into brand ambassadors.
You should also remember to ask marketing research questions about your brand to existing and potential customers.
Existing customers might have a different view after having interacted with your team and products, and you can use that to manage the expectations of your target customers down the line. And potential customers can help you understand what’s holding them back from joining your customer base.
Top tip: it’s completely fine (and super beneficial!) to run brand tracking into your competitors’ brands as well as your own. Replicating research for different brands will give you a tailored benchmark for your category and position.
Here are some key questions to ask in your brand tracking research.
Kick off your brand tracking with templates
Track your brand to spot—and act on!—how your brand’s perception and awareness affects how people buy. Our survey templates give you the ideal starting point!
When it comes to pricing your product, there’s no need to wing it—a pricing survey can give you the insights you need to arrive at the perfect price point.
By asking customers questions about their willingness to pay for your product, you can get a realistic sense of what price point will be most attractive to them and, not unimportant, why.
Top tip: good pricing research can be tough to get right. Asking how much people would theoretically be willing to pay for a product is very different from them actually choosing it in a shop, on a shelf next to competitors’ products, and with a whole load of other economic context that you can’t possibly test for. Price testing is useful, but should sometimes be taken with a pinch of salt.
Here are some questions you could use in your pricing research.
Formulating market research questions can be tricky. On the one hand, you want to be specific enough that you can get tangible, useful answers. But on the other hand, you don’t want to ask questions that are so difficult or unclear that respondents will get frustrated and give up halfway through.
Think about what answers you need and what actions you are hoping to take based on those answers.
We’ll help you get started with a list of steps to take when formulating your own market research questions, and putting them together in a survey that makes sense.
Before you can write great market research questions, you need to know what you want to learn from your research.
What are your goals? What do you want to find out? Once you have a clear understanding of your goals, you can start brainstorming questions that will help you achieve them.
Who are you conducting market research for? It’s important to know your audience before you start writing questions, as this will help you determine the best way to phrase them.
For example, if you’re conducting market research for a new product aimed at teenagers, you’ll want to use different language than if you were conducting research for a new financial planning service aimed at retirees.
Don’t make your questions too complicated. Stick to simple, straightforward questions that can be easily understood by your target audience.
The more complex your questions are, the more likely it is that respondents will get confused and provide inaccurate answers.
If you feel a question is too difficult, see if you can break it up into smaller pieces and add follow-up questions on top.
And don’t ever load two questions into one! This falls into Consumer Research 101, but it’s amazing how often it happens. Instead of ‘What’s your favorite chocolate bar, and why?’ ask two questions: ‘What’s your favorite chocolate bar?’ and ‘Why is this your favorite chocolate bar?’
Make sure your questions are specific enough to get the information you need. Vague questions will only lead to vague answers.
For example, instead of asking ‘What do you think of this product?’, ask ‘What did you think of the taste of this product?’ or ‘What did you think of the packaging of this product?’.
Leading questions are those that suggest a particular answer or course of action. For example, instead of asking ‘Do you like our new product?’, which suggests that the respondent should like the product, try asking ‘What are your thoughts on this product?
This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction. It’s also brand-neutral: people answering this question will have no idea who’s asking, and their opinion won’t be biased as a result.
It’s important that your question is clear and concise so that respondents understand exactly what they’re being asked. If there is any ambiguity in your question, respondents may interpret it in different ways and provide inaccurate answers.
Always test your questions on a few people before sending them to a larger group to make sure they understand what they’re being asked.
Loaded words are those with positive or negative connotations that could influence the way respondents answer the question. For example, instead of asking ‘Do you love this product?’, which has a positive connotation, try asking ‘What are your thoughts on this product?’
This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction
Before you include a question in your market research survey, make sure it’s actually answerable. There’s no point in asking a question if there’s no way for respondents to answer it properly. If a question isn’t answerable, either revise the question or remove it from your survey altogether.
When designing your market research survey, be sure to use an appropriate question type for each question you include. Using the wrong question type can lead to inaccurate or unusable results, so it’s important to choose wisely. Some common question types used in market research surveys include multiple choice, rating scale, and open-ended questions.
The order of the questions in your survey can also impact the results you get from your research. In general, it’s best to start with more general questions and then move on to more specific ones later on in the survey. This will help ensure that respondents are properly warmed up and able to provide detailed answers by the time they reach the end of the survey.
Make smart decisions with the reliable insights
To make sure you make smart decisions that have real impact on your business, get consumer insights you can rely on. Here’s our rundown of the top market research tools.
Survey questions for market research are designed to collect information about a target market or audience. They can be used to gather data about consumer preferences, opinions, and behavior. Some common types of market research survey questions include demographic questions, behavioral questions and attitudinal questions.
There are many different types of market research questions that companies can use to gather information about consumer preferences and buying habits. They can be divided into different categories, like a competitive analysis, customer satisfaction or market trends, after which you can make them more specific and turn them into survey questions. These are some of the things your research questions can help you answer:– What is the target market for our product?– Who is our competition?– What do consumers think of our product?– How often do consumers purchase our product?– What is the typical customer profile for our product?– What motivates consumers to purchase our product?
When conducting market research, surveys are an invaluable tool for gathering insights about your target audience. But how do you write a market research questionnaire that will get you the information you need? First, determine the purpose of your survey and who your target respondents are. This will help you to write questions that are relevant and targeted. Next, craft clear and concise questions that can be easily understood. Be sure to avoid ambiguity, leading questions and loaded language. Finally, pilot your survey with a small group of people to make sure that it is effective. With these tips in mind, you can write a market research survey that will help you to gather the crucial insights you need.
Customer Research Principal
Elliot joined Attest in 2019 and has dedicated his career to working with brands carrying out market research. At Attest Elliot takes a leading role in the Customer Research Team, to support customers as they uncover insights and new areas for growth.
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