10 Questionnaire examples to collect better customer feedback

Every business benefits from understanding the people it affects. The easiest way to gain that understanding is to ask the right questions. Questionnaires are a practical, structured method for gathering feedback from customers, users or employees. They help you uncover insights on points like product satisfaction, website usability and market opportunities.

For many teams, it feels daunting to create an effective questionnaire. How do you phrase questions so responses are clear and unbiased? Which question types produce the most meaningful insights? And how can you ensure your questionnaire reaches the right audience without overwhelming them?

Here, we’ll discuss how to craft questions and share some real-world templates you can adapt immediately. The idea is to help you design smarter questionnaires that deliver insights you can act on faster and more confidently.

What is a questionnaire?

A questionnaire is a structured set of questions designed to gather information from a specific group of people. It’s one of the most widely used tools in consumer research because it offers a consistent, repeatable way to understand what people think, feel or do. 

Say you want to measure customer satisfaction, test a new product idea, or learn why users behave a certain way; a questionnaire gives you a standardized method to collect those insights at scale.

In its simplest form, a questionnaire is the instrument you create to ask people questions. It could be ten multiple-choice items about a recent purchase, or a mix of rating scales and open-ended questions about a new product feature. 

The format is flexible. Think online forms, mobile surveys, in-app prompts, paper forms. But the purpose remains the same: To collect reliable feedback in a structured way.

What makes questionnaires especially valuable is their ability to turn subjective opinions into data you can analyze. Instead of anecdotal customer comments or assumptions, you get consistent responses you can quantify, compare and track over time. 

What is the difference between a survey vs. a questionnaire?

Although the two terms are often used interchangeably, a questionnaire and a survey are not the same thing. 

➡️ A questionnaire is the tool you build. It’s the list of questions you create to gather information from your audience. Think of it as the script: The wording, the order and the structure that guide respondents through the experience.

➡️ A survey, on the other hand, is the entire process that surrounds that tool. It includes planning who you’ll ask, distributing the questionnaire, collecting responses, analyzing the data and turning findings into insights. 

In other words, a questionnaire is one component of a survey, but a survey involves everything from design to interpretation. 

This distinction matters because it helps teams be more intentional. Product or CX teams can collaborate on crafting a strong questionnaire. At the same time, marketing or research teams can manage the broader survey process, including sample selection, fieldwork, timelines and analysis. 

Below is a simple breakdown of how the two differ:

Aspect	Questionnaire	Survey
Definition	A structured set of questions designed to gather information directly from respondents.	The full end-to-end process of collecting data, where the questionnaire is often one of its tools.
Purpose	Provides the actual questions put forward to respondents.	Organizes and manages the broader study, including sampling, distribution, fieldwork and analysis.
Scope	Narrow: focuses on the design, phrasing and structuring of questions.	Broad: covers planning, recruiting participants, collecting responses, interpreting data and sharing findings.
What it involves	Writing questions, selecting formats, ordering items and adding context or instructions.	Deciding who to target, choosing channels, sending the questionnaire, analyzing results, and sharing findings.
Example	A list of 10 questions to assess customer satisfaction.	The full project of distributing the questions to 500 customers, collecting their answers and interpreting the results.

💡Pro-tip: Want to explore this in more depth? Read our guides on what surveys are and how surveys differ from questionnaires. 

In short: you build a questionnaire; you run a survey.

How to create a good questionnaire

A well-designed questionnaire doesn’t just collect answers; it collects useful answers. The structure and clarity of your questions will shape the quality of insights you get back. 

You don’t need to be a trained researcher to create an effective questionnaire. With a clear goal and a few proven principles, anyone can design questions that are easy to answer and meaningful to analyze.

Below are practical steps to follow every time you build a questionnaire. Each point is designed to help you avoid common pitfalls, reduce respondent fatigue and set up a smooth, intuitive experience for your audience.

Start with a clear goal

Before writing your first question, decide exactly what you want to learn. Do you want to measure satisfaction, understand habits or test reactions to something new? Your goal acts as a filter. If a question doesn’t directly support it, cut it.

Choose a mix of closed- and open-ended questions

Closed-ended questions (like multiple choice or rating scales) make your results easy to quantify. On the other hand, open-ended ones help uncover deeper reasoning or unexpected insights. Combine the two types to get both clarity and context.

Keep language simple, direct and neutral

Avoid jargon, long sentences or emotionally loaded words. Your respondents should immediately understand the question without needing clarification. Neutral phrasing prevents you from nudging people toward a specific answer.

Avoid leading or biased questions

Even subtle wording can influence how people respond. Here’s an example of a biased survey question:

❌ “How helpful was our amazing new feature?”
✔️ “How helpful did you find the new feature?”

Aim for balance and objectivity in every question.

Keep it short and focused

Long questionnaires increase drop-off and lower data quality. Prioritize only the questions that are essential to your goal. If you can gather insight with fewer questions, do it. 

Group similar topics together

Jumping between unrelated subjects can confuse respondents and disrupt their flow. Organize questions into small, logical sections, such as product experience, purchase behavior or demographics.

Use logical flow and progression

Start broad, then move toward more specific or detailed questions. This helps respondents warm up before answering items that require more thought.

Include an intro or brief context

A short opening message can dramatically improve response quality. Explain what the questionnaire is about, how long it will take and why the input is valuable. Setting expectations encourages honest, thoughtful answers.

Test the questionnaire before launch

Run the questionnaire with a small sample or share it internally. This helps you identify confusing wording, repetitive questions or technical issues before you send it to your full audience.

Make it mobile-friendly and visually clean

Many respondents complete questionnaires on their phones. Use clear spacing, simple layouts and question formats that are easy to tap or scroll. A tidy design keeps people engaged from start to finish.

Questionnaire templates and examples

Questionnaire templates can save you hours of work. They act as a starting point to help you understand what good structure looks like, how questions flow and which formats work best for different objectives. At the same time, you can still tailor questions to your audience, industry and research goal. 

They’re especially useful for teams who need to gather feedback regularly but don’t have a dedicated research function.

Here are 10 example questionnaires with sample questions and answers that you can adapt to your own needs. We’ve kept these templates intentionally simple so you can expand, shorten or customize them based on your goal. 

1. Demographic questionnaire

A demographic questionnaire collects the foundational data you need to interpret results accurately. It’s essential for segmentation, weighting and understanding how attitudes differ across subgroups.

When to use it:

• To segment markets
• To understand generational or regional differences
• To build audience profiles or personas
  

Best practices:

• Keep categories mutually exclusive
• Provide a “prefer not to say” option for sensitive questions
• Align your demographic questions with census or industry standards for easier benchmarking
  

Example questions:

Question	Answer Format	Question Type
What is your age range?	18–24 / 25–34 / 35–44 / 45–54 / 55+	Multiple choice
What is your gender?	Male / Female / Non-binary / Prefer not to say	Multiple choice
Which of the following best describes your household income?	Country-specific income bands	Multiple choice
Where do you currently live?	List of regions/provinces	Multiple choice (single select)

✨ How Attest helps:

Attest gives you access to a global audience of more than 150 million consumers across 59 countries, so you can reach the exact demographic mix you need. High-precision demographic filters (age, gender, region, income, education) and quota controls let you shape your sample to match your ideal audience profile.

And because Attest’s panel comes with verified demographic data already built in, you don’t have to ask respondents for the basics. This removes unnecessary questions, keeps surveys shorter, and helps you get to the insights faster.

2. Website feedback questionnaire

This questionnaire helps you uncover pain points in the user journey; points such as what’s confusing, what’s working and why people leave without converting. It’s especially valuable after redesigns, landing page tests or major product updates.

When to use it:

• To optimize conversion paths
• To diagnose navigation problems
• To evaluate the clarity of site content
  

What makes it effective:

• Keep questions task-specific
• Ask both perception (easy/difficult) and explanation (why?)
• Use skip logic to reduce irrelevant questions
  

Example questions:

Question	Answer Format	Question Type
How easy was it to find what you were looking for today?	Very easy > Very difficult	Likert scale
What were you trying to do during your visit?	Browse information / Compare products / Purchase / Contact support / Other	Multiple choice
Did anything prevent you from completing your task?	Open text	Open-ended
How visually appealing did you find the site?	Very appealing > Not appealing at all	Likert scale

✨ How Attest helps:

Attest makes it simple to test website concepts, layouts and messaging before they go live. Upload screenshots, design components or page variants, then run A/B or monadic tests to see which version your target audience prefers.

You can compare reactions across demographic segments using crosstabs and apply statistical significance testing to understand which elements drive the biggest lift in clarity or intent. AI insight summaries also help you quickly surface the most common points of confusion or appeal.

3. Client onboarding questionnaire

A strong onboarding questionnaire ensures both parties align early on goals, KPIs, communication preferences and expectations. It reduces misunderstandings and accelerates value delivery, especially when you’re working with retailers who each have their own priorities, timelines and ways of operating.

When to use it:

• At the start of agency engagements
• When bringing new retail partners on board
• Before delivering long-term projects
  

What to cover:

• Priorities
• Existing challenges
• Internal stakeholders
• Decision-making processes
  

Example questions:

Question	Answer Format	Question Type
What’s your top priority in working with us?	Reduce costs / Save time / Improve quality / Expand reach / Other	Multiple choice
Which success metrics matter most to you?	Leads / Conversions / CPA / ROI / Customer satisfaction / etc.	Multi-select
Who will be the primary point of contact on your team?	Open text	Open-ended
Have you worked with a similar service provider before? What worked or didn’t?	Open text	Open-ended

✨ How Attest helps:

Attest lets you run onboarding questionnaires with your own retail partners by uploading client lists directly into the platform. This helps you capture priorities, expectations and operational needs across different retailers without relying on ad-hoc conversations.

You can also run onboarding surveys as recurring “pulse” studies and track changes over time using Attest’s tracker survey features. This makes it easier to spot shifts in retailer priorities early. For example, changes in promotional focus, category expectations or support needs.

4. Employee engagement questionnaire

Employee engagement surveys help HR teams understand morale and motivation, along with communication gaps and cultural strengths. A well-structured questionnaire reveals the underlying drivers behind performance and retention.

When to use it:

• Quarterly or biannual engagement assessments
• After major organisational changes
• As part of leadership or culture initiatives
  

What to cover:

• Motivation
• Psychological safety
• Communication
• Recognition
• Manager support
  

Example questions:

Question	Answer Format	Question Type
How motivated do you feel to do your best work?	Very unmotivated > Very motivated	7-point Likert scale
Do you feel your contributions are recognized?	Always / Often / Sometimes / Rarely / Never	5-point Likert scale (frequency)
How connected do you feel to our company values?	Not at all connected > Very connected	7-point Likert scale
How likely are you to recommend this workplace to others? (eNPS)	0 = Not at all likely > 10 = Extremely likely	10-point Likert scale (eNPS)

✨ How Attest helps:

While Attest is mainly designed for external consumer research, you can easily upload your internal employee list to run private, anonymous employee surveys. 

You can break down results using the dashboard’s segmentation tools. Or create shareable Boards for HR stakeholders. You can also use AI-generated summaries to highlight key themes around motivation, culture or internal communication.

5. NPS (Net Promoter Score) questionnaire

An NPS survey measures customer loyalty by asking one core question: “How likely are you to recommend us to a friend or colleague?” It gives you a clear read on overall sentiment, and the breakdown between promoters, passives and detractors shows where loyalty is building or slipping.

When to use it:

• To measure the strength of long-term customer relationships
• To track loyalty over time (relational NPS)
• To understand reactions to key touchpoints (transactional NPS)
• To identify customers at risk and those most likely to advocate for you
  

What makes NPS effective:

• It reveals loyalty, not just satisfaction
• It highlights where experiences create promoters or detractors
• It becomes meaningful when paired with open-text feedback and segmentation
• It can be tracked over time to show whether improvements are working
  

Example questions:

Question	Answer Format	Question Type
How likely are you to recommend us to a friend or colleague? (core NPS question)	0 = Not at all likely; 10 = Extremely likely	10-point Likert scale (NPS)
What is the main reason for your score?	Open text	Open-ended
Which product features or interactions influenced your score the most?	Multi-select list (e.g., ease of use, speed, support, pricing)	Multi-select
What could we improve to make your experience better?	Open text	Open-ended

ℹ️ Note: The last three questions are follow-up questions used to explain and contextualise the core NPS score.

✨ How Attest helps:

On the Attest platform you can gather feedback from existing customers via your own contact lists. Simply create an NPS question and your NPS score is calculated automatically and displayed in a clear results dashboard.

You can track NPS over time using Attest’s wave-based tracking and run crosstabs to identify what drives satisfaction across different segments. And if you’re working across multiple territories or hybrid customer bases, you can run NPS surveys and panel research side by side, giving you a holistic view of sentiment, experience and referral potential.

6. Event feedback questionnaire

Event feedback helps organizers understand how well an event delivered value. Content quality, logistics, speakers, relevance and networking opportunities are some of the points people often track.

When to use it:

• After conferences, webinars, workshops or trainings
• To evaluate new event formats
• To refine future sessions
  

What to evaluate:

• Content relevance
• Speaker quality
• Logistics (venue, timing, accessibility)
• Overall experience
  

Example questions:

Question	Answer Format	Question Type
How would you rate the event overall?	Very poor > Excellent	5 / 7-point Likert scale
How relevant was the content to your needs?	Extremely relevant > Not relevant	5 / 7-point Likert scale
Which session did you find most valuable?	Open text	Open-ended
How likely are you to attend again?	1 = Not at all likely > 10 = Extremely likely	10-point Likert scale

✨ How Attest helps:

You can upload your event attendee list to gather high-quality post-event feedback. Results are easy to share with sponsors or internal teams using interactive Boards.

7. Product testing questionnaire

Product testing questionnaires gather detailed, actionable feedback before launch. They help you validate desirability, usability, early adoption drivers and deal-breakers for your ideal customers.

When to use it:

• Prototype testing
• Beta testing
• A/B feature evaluations
  

What to explore:

• First impressions
• Feature usefulness
• Usability
• Purchase intent
• Improvement ideas
  

Example questions:

Question	Answer Format	Question Type
Which feature did you find most useful?	List of features (single select)	Multiple choice
How intuitive was the overall experience?	Very unintuitive > Very intuitive	7-point Likert scale
What would you improve or change?	Open text	Open-ended
How likely are you to use this product regularly?	Very unlikely > Very likely	7-point Likert scale

✨ How Attest helps:

Attest offers access to a broad, high-quality audience, which is ideal for testing early product concepts, features or prototypes with people who match your target market.

You can run MaxDiff questions to understand which features matter most, or use monadic tests to show different respondents different versions of a product or feature to avoid bias. You can also compare preferences across demographics and use significance testing to validate differences.

8. Healthcare intake questionnaire

Healthcare providers use intake surveys to gather essential information about a patient’s history, lifestyle and symptoms. Clear, structured questions help reduce errors and streamline consultations.

When to use it:

• Before appointments
• For new patient registration
• For fitness and wellness assessments
  

What to include:

• Medical history
• Allergies
• Lifestyle factors (diet, sleep, exercise)
• Current concerns
  

Example questions:

Question	Answer Format	Question Type
How often do you exercise in a typical week?	Never / A few times per year / Once a month / Every week / Every day	Frequency scale
Do you currently take any medications?	Yes / No	Multiple choice (single select)
Do you have any chronic conditions?	Open text	Open-ended
What brings you in today?	Open text	Open-ended

✨ How Attest helps:
For clinics or wellness providers that want to test service ideas or messaging, Attest’s global audience lets you reach people with specific lifestyle habits, health behaviors or activity levels through advanced screening criteria. 

Crosstab analysis helps surface patterns (e.g., which groups are more motivated to adopt healthier routines), while AI summaries make findings easier to communicate to care teams or stakeholders.

9. Training evaluation questionnaire

Training evaluations measure whether a learning experience was valuable, relevant and applicable. They help L&D teams refine programme content and delivery.

When to use it:

• After internal trainings
• After e-learning courses
• For professional development workshops
  

What to evaluate:

• Relevance
• Clarity
• Engagement
• Trainer effectiveness
• Application to real work
  

Example questions:

Question	Answer Format	Question Type
How relevant was this training to your role?	Extremely relevant > Not relevant	Likert scale
How engaging was the content?	Very engaging > Not at all engaging	Likert scale
How confident do you feel applying what you learned?	Very confident > Not at all confident	Likert scale
What would you change about the training?	Open text	Open-ended

✨ How Attest helps:

Upload employee or trainee lists to run structured evaluations and use Attest’s segmentation to compare results across roles, departments or seniority levels. With interactive Boards, you can present training outcomes clearly to L&D leaders. 

Meanwhile, AI-generated insights allow you to quickly pinpoint which parts of the training were most or least effective.

10. Market research questionnaire

Market research surveys reveal buying behavior, category drivers, unmet needs and overall market dynamics. They’re essential for product strategy, pricing decisions and brand growth.

When to use it:

• Before launching new products
• To understand shifts in consumer behaviour
• To evaluate category opportunities
• To map competitive landscapes
  

What to explore:

• Purchase frequency
• Consideration factors
• Brand awareness
• Barriers to purchase
• Price sensitivity
  

Example questions:

Question	Answer Format	Question Type
How often do you purchase products in this category?	Never / Monthly / Weekly / Daily (or market-specific frequency options)	Frequency scale
Which brands do you currently buy from?	List of brands (multi-select)	Multiple choice (multi-select)
What factors matter most when choosing a product?	Price / Quality / Availability / Sustainability / Brand reputation / Other	Multiple choice (multi-select)
What would make you switch brands?	Open text	Open-ended

💡Pro-tip: If you need some more examples, check out our comprehensive list of 60+ market research questions. 

✨How Attest helps:

Reach new audiences in 59 countries and apply detailed demographic and behavioral filters to match your ideal customer profile. Attest supports multi-market studies, allowing you to compare results across regions in a single dashboard. 

With crosstabs, significance testing and AI summaries, you can build a complete market understanding of everything from category entry points to buying frequency and emerging trends.

Types of questions

Specific survey questions determine whether your data is directional, definitive or deeply diagnostic. The various formats unlock different kinds of insight, from fast sentiment checks to nuanced behavioural understanding.

• Multiple choice: Ideal for structured insights. Help you to quantify preferences, segment respondents or test predefined hypotheses. Great for brand tracking, concept testing and competitor comparisons.
• Rating scale: E.g., 1–5. Measures intensity, such as satisfaction, perceived quality or likelihood to recommend. Best for benchmarking over time or spotting incremental shifts in brand or product performance.
• Likert scale: Strongly agree → strongly disagree. Designed for attitudinal measurement. Use the Likert scale when you need to understand beliefs, motivations, perceived barriers or emotional drivers behind behavior.
• Open-ended: Discover the “why” behind the numbers. Ideal when you want to explore new territories, gather verbatim reactions or capture language customers naturally use.
• Dropdown / select lists: Good for long, structured answer sets (e.g., job titles, product SKUs, regions). Helps keep surveys clean and prevents overwhelming respondents.
• Yes / no: Best for clear-cut qualification questions or quick behavioural checks. Has a person used a product, purchased recently or can they recall a brand?
• Ranking: Useful when you need to force prioritization. Ideal when you want to identify top features or most important purchase drivers. Also to discover which concepts resonate most.

Final thoughts: Questionnaire examples

Without a doubt, well-designed survey questionnaires are the backbone of actionable customer insight. They transform raw opinions into structured data so that teams can make informed decisions. 

Factors such as clear goals, a logical structure, neutral language, and the right mix of question types all contribute to higher-quality responses. Pairing these principles with tools like Attest allows you to reach the right audience and gather rich feedback. In turn, you can translate results into insights that drive action.