50 powerful questions for market audience profiling
February 20, 2019
7 min read
There’s 101 different pieces of information you can gather about consumers, some are vital to creating a strategy for your product that connects on a personal level. Whether you're informing NPD or forming a marketing strategy, here's 50 questions that can help profile your market and audience.
What would someone need to know about you in order to really ‘get’ you? Where you live? Maybe. Where you were born? Unlikely. What you love, like and loath? Probably.
There’s a hundred and one different pieces of information you can gather about your audience through consumer profiling, some of which are vital to creating a strategy for your product that connects with them on a personal level.
The way you choose to profile your consumers will hinge on what it is you want to find out. Are you looking to inform new product development with the motivations and needs of an existing audience, create a marketing strategy that resonates with the priorities of your audience, or something else entirely?
We’re here to help. The questions below will help you establish the general breakdown of your consumer base into groupings of similar beliefs, behaviours, demographics, motivations and more. Knowing what your consumers look like is the first step that your brand must take to being able to create a product and service that appeals to them. Pick and choose the questions that best suit your own consumer profiling project.
Here are some best practices for getting the most out of the questions below:
Every question should be mutually exclusive, whether you’re asking an industry-specific, pragmatic or psychographic question. To properly define the makeup of your audience you’ll want each consumer to sit squarely in one bucket – no venn diagrams allowed. If consumers sit in two distinct buckets, it’ll cause problems when working out the proportions of each profile in the market. Keeping each question to a single choice answer, or grouping multiple choice answers together, will help.
Ask equivalent questions in every country you’re profiling, but don’t make the mistake of assuming one profile will map perfectly onto all markets. Be prepared to see both similarities and differences across markets, and use this to your advantage; tailoring products and campaigns to suit the distinct segments in each market.
You’ll notice we don’t ask consumers for their age in the following questions, nor their gender, income and so on… With Attest, there’s no need to ask demographic questions when surveying consumers. Simply select the demographics you require – including set quotas, if you want – after you’ve drafted your survey, and use these to filter and compare the results by up to 16 demographic details.
Keeping your surveys nationally representative, before diving deeper into the answers of your key audiences, will allow you to see whether your key consumers track higher or lower than the rest of the population on the key topics covered below. The statistics in isolation don’t mean much unless you’re able to say your consumers are more or less likely than others to feel a certain way or do certain things.
To establish what consumers like and dislike:
Do you actively seek out new experiences, or prefer to stick with what you know you enjoy?
Which activity do you do most often when you have free time?
Do you prefer a big night out or a quiet night in?
Do you prefer spending time with your family or with your friends?
Where is your dream holiday destination?
To understand what they value and prioritise:
Do you prioritise your family, work or your social life?
How do you feel about the recent news story regarding [current affairs story]?
Are you worried about climate change and the impact it will have on future generations?
What was the last big ticket item you bought?
Are you happy with your current work-life balance?
Would you call yourself an optimist or a pessimist?
To understand what motivates them:
Have you ever boycotted a brand because they’ve acted unethically?
If so, which brand?
Do you pay more attention to the price or quality of the items you buy?
Where do you go for advice on which products to buy?
Alexandra joined Attest in 2018, with a strong background in market research. In the Customer Research Team, Alexandra takes a leading role in supporting brands to uncover consumer insights and explore new opportunities for growth.