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Market research survey questions: Get better insights (2024)

Discover the art of designing strategic survey questions to extract richer data, refine your market research approach, and elevate the quality of your insights.

February 5, 2024
Team Blitzllama

Struggling to extract meaningful insights from your market research surveys? Frustrated with vague responses that leave you guessing? Product owners like you understand the challenge of crafting survey questions that truly uncover valuable information. 

It's time to bridge the gap between what you want to know and what your respondents actually share. In this article, we break down the key elements of effective survey questions, providing practical tips to enhance your data collection. 

Say goodbye to ambiguous results and hello to actionable insights that drive informed decision-making for your product. Elevate your survey game and maximize the impact of your market research efforts.

What is market research?

Market research involves studying customers, competitors, and the overall business environment. It helps product owners understand their target audience, preferences, and buying behaviors. 

Through surveys, interviews, and data analysis, market research gathers valuable insights. This information aids in making informed decisions about product development, pricing, and marketing strategies. 

By staying aware of market trends, product owners can adapt and stay competitive. It's an ongoing process that ensures products align with customer needs and expectations. 

Ultimately, market research is a crucial tool for product owners to make well-informed decisions and stay attuned to the ever-changing market dynamics.

Now that you have a grasp of what market research is, let's delve into the reasons why performing it is essential for your product's success.

Why perform market research?

As a product owner, the decision to perform market research is strategic and informed. This section discusses the pivotal reasons behind conducting market research, emphasizing how it enables you to align your product offerings with the ever-evolving demands of your target audience:

Why perform market research?

1) Uncover customer needs, wants, and pain points

Market research is crucial for product owners to understand the specific requirements and preferences of their target audience. By conducting thorough research, you can identify the needs, wants, and pain points of your customers. 

This insight enables you to tailor your products to meet customer expectations, ensuring higher satisfaction and loyalty. Uncovering these aspects allows you to address customer concerns directly, ultimately enhancing the overall user experience.

2) Evaluate the effectiveness of product offerings

Evaluating the effectiveness of your product offerings is essential to ensure they align with market demands. Market research provides real-time feedback on how well your products are performing in the market. 

By actively assessing customer responses and market trends, product owners can make data-driven decisions to enhance existing offerings or develop new ones. This proactive approach allows for continuous improvement, enabling products to stay relevant and competitive in a rapidly evolving marketplace.

3) Gauge brand perception and identify opportunities for improvement

Understanding how your brand is perceived in the market is vital for product owners. Market research allows you to gauge the perception of your brand among customers and competitors. By analyzing feedback and reviews, you can identify strengths and weaknesses in your brand image. 

This information is valuable for shaping marketing strategies and identifying opportunities for improvement. A positive brand perception enhances customer trust and loyalty, while addressing negative perceptions can help in mitigating potential issues that may impact your product's success.

4) Make informed decisions about pricing, product development, and future business strategy

Market research provides the necessary data to make well-founded decisions about pricing, product development, and overall business strategy. 

By understanding market trends, customer preferences, and competitor actions, product owners can set competitive prices, prioritize features in product development, and develop strategic plans for the future. This proactive approach minimizes risks and increases the likelihood of achieving long-term success in the marketplace.

With a clear understanding of the importance of market research, let's explore the types of survey questions that play a crucial role in gathering valuable insights.

Types of market research survey questions

Crafting effective survey questions is an art that product owners must master. This section breaks down the types of market research survey questions, providing insights into how different question formats can yield specific and actionable data:

Types of market research survey questions

1) Demographic:

Demographic survey questions aim to gather essential information about your target audience. Identify factors such as age, gender, income, and location to create a detailed profile of your customer base. For product owners, understanding demographics helps tailor features and user interfaces. For instance, a mobile app targeting younger users might focus on sleek design and social integration, while a product for an older demographic may prioritize simplicity and accessibility.

2) Psychographic:

Psychographic survey questions delve into the values, interests, lifestyles, and personalities of your audience. Uncover what motivates and resonates with users to refine your product strategy. For a product like a fitness app, psychographic insights could reveal whether users are motivated by competition, self-improvement, or social connection. This information guides feature development, such as incorporating gamification for competitive users or community-building features for those seeking social interaction.

3) Behavioral:

Behavioral survey questions analyze purchase habits, usage patterns, and decision-making processes of your target audience. This data is crucial for digital product owners to enhance user experience. For example, an e-commerce platform may inquire about preferred payment methods or factors influencing purchase decisions. This information can drive improvements like optimizing the checkout process, personalizing recommendations based on past behavior, and tailoring marketing efforts to align with users' buying patterns.

Now that you're familiar with the types of survey questions, let's move on to specific examples of market research survey questions you can use to gather actionable data.

Market research survey questions

Here, we present a comprehensive list of market research survey questions. These questions are tailored to extract valuable information about customer preferences, satisfaction levels, and areas for improvement, ensuring a well-rounded understanding of your market:

Market research survey questions for existing customers

Understanding the perspectives of your existing customers is crucial for refining and enhancing your products or services. Here are some market research survey questions tailored for existing customers:

1) Why did you start using our [product or service]?

Uncover the initial motivations of your customers. Example: "What specific need or problem led you to choose our project management software over others?"

2) Would you buy from us again?

Assess customer satisfaction and loyalty. Example: "Considering your experience so far, how likely are you to make a repeat purchase of our e-commerce products?"

3) Would you recommend us to your family and friends?

Measure the likelihood of customer advocacy. Example: "On a scale from 1 to 10, how likely are you to recommend our graphic design services to someone in your professional network?"

4) Are there similar products that you use for different reasons?

Identify competitors and understand the unique value proposition. Example: "Do you utilize any other project management tools concurrently, and if so, for what specific purposes?"

5) What, if anything, would you improve about our product or service?

Gather constructive feedback for continuous improvement. Example: "Can you highlight any areas where you believe our mobile app could be enhanced to better meet your needs?"

Market research survey questions for potential customers

Anticipating the needs and preferences of potential customers is vital for effective product development and marketing. Here are market research survey questions tailored for potential customers:

1) What factors influence your purchasing decision when shopping for a new [product or service type]?

Understand the key considerations that influence buying decisions. Example: "When considering a new software solution, what factors weigh most heavily in your decision-making process?"

2) Which of the following products [or services] are most appealing to you?

Gauge interest in specific offerings within your product range. Example: "Among our upcoming product releases, which features or improvements are you most excited about?"

3) Where do you typically shop for [product or service]?

Identify preferred channels for potential customer outreach. Example: "When searching for a new fitness app, which platforms or online stores do you usually turn to first?"

4) When will you be in the market for a new [product or service]?

Pinpoint potential buying cycles and opportunities. Example: "Can you provide an estimate of when you might be considering upgrading your current software solution?"

5) How much do you typically spend on a new [product or service]?

Understand budget considerations for pricing strategy. Example: "In your experience, what is a reasonable price range for a quality productivity tool?"

Market research survey questions for product

Gathering insights on specific product attributes is crucial for optimizing your offerings. Here are market research survey questions tailored for product development:

1) What are the most/least important elements of a [product type]?

Identify key features and pain points for product improvement. Example: "When choosing a project management tool, what features are essential to you, and which ones do you find less critical?"

2) Which scents/flavors do you find most pleasant in our existing product line? Which ones do you hope to see in the future?

Tailor product characteristics based on user preferences. Example: "For our line of scented candles, which specific scents do you find most appealing, and are there any you would like us to introduce?"

3) What pain points are you looking for a product/service to solve?

Uncover specific challenges that users want your product to address. Example: "In your professional role, what challenges do you face that you believe our software could help alleviate?"

4) How does this product compare to others on the market?

Assess your product's competitive positioning. Example: "Compared to other e-learning platforms, what sets our online courses apart, in your opinion?"

Market research survey questions for pricing

Determining the right pricing strategy is crucial for market success. Here are market research survey questions tailored for pricing considerations:

1) Do you think the product is priced fairly?

Evaluate perceived value and pricing satisfaction. Example: "Considering the features and benefits, do you believe our subscription pricing is fair?"

2) What do you think is the ideal price for our [product or service]?

Gather insights into customer expectations regarding pricing. Example: "In your opinion, what would be a reasonable monthly subscription fee for our premium video streaming service?"

3) Are there any conditions in which you’d pay a higher price for our [product or service]?

Explore potential upselling opportunities. Example: "Under what circumstances would you be willing to pay a higher price for additional features or premium support?"

4) What price is so high that you’d not even consider buying our [product or service]?

Assess price sensitivity and identify potential pricing thresholds. Example: "At what point would our project management software become too expensive for your budget?"

Market research survey questions for customer experience

Ensuring a positive customer experience is key to retaining customers and fostering brand loyalty. Here are market research survey questions tailored for evaluating customer experience:

1) How satisfied are you with X services? Did we meet your expectations?

Measure overall satisfaction and alignment with customer expectations. Example: "On a scale of 1 to 5, how satisfied are you with the delivery services provided for our online products? Did they meet your expectations?"

2) How would you measure your satisfaction with our platform in general?

Gather feedback on the overall user experience. Example: "In your opinion, what aspects of our e-commerce platform contribute most to your overall satisfaction as a customer?"

3) How would you rate your most recent interaction with our support?

Assess the quality of customer support interactions. Example: "On a scale of 1 to 10, how would you rate your experience with our customer support team during your most recent inquiry?"

4) What is the primary reason for canceling your subscription?

Identify reasons for customer churn and areas for improvement. Example: "If applicable, what led to your decision to cancel your subscription with our software service? Please provide specific details."

5) What were your expectations that we couldn't meet?

Gain insights into unmet expectations for targeted improvements. Example: "Is there a specific feature or aspect of our product that did not meet your expectations? If so, could you elaborate on what you were hoping for?"

6) What was your main motivation to register with X?

Understand the initial appeal that attracted customers to your platform. Example: "When you initially signed up for our online community, what motivated you to join, and did we fulfill that expectation?"

7) What alternative did you find?

Learn about competitors or alternatives that customers considered. Example: "After discontinuing your subscription with our email marketing service, did you switch to another platform, and if so, which one did you choose?"

8) How likely are you to recommend us to someone like you?

Assess the likelihood of customer advocacy. Example: "On a scale from 1 to 10, how likely are you to recommend our financial planning app to someone with similar needs and preferences?"

Market research survey questions for feature testing

Evaluating the performance and reception of specific product features is essential for continuous improvement. Here are market research survey questions tailored for feature testing:

1) How important is feature X to you?

Gauge the significance of specific features in the eyes of users. Example: "On a scale from 1 to 5, how important is the integration feature in our project management software for your workflow?"

2) Do you find the new feature easy?

Assess user-friendliness and ease of adoption for recently introduced features. Example: "After using our updated mobile app with the new navigation feature, how would you rate the ease of navigation on a scale from 1 to 10?"

3) What new features would you like to see from us?

Solicit suggestions for future product development. Example: "Are there any features or functionalities you wish to see in our upcoming software updates that are currently lacking in our current version?"

4) How was your experience with the following aspects of the product?

Collect feedback on various aspects to identify strengths and weaknesses. Example: "Please rate your experience with the user interface, customer support, and overall performance of our video editing software on a scale from 1 to 5."

5) How would you rate the X mobile app?

Obtain a specific rating for a particular feature or application. Example: "On a scale from 1 to 10, how would you rate the responsiveness and performance of our mobile app when using the document scanning feature?"

Incorporating these market research survey questions into your data collection strategy can provide valuable insights for product owners, enabling them to make informed decisions and continually enhance their offerings to meet customer needs.

As you gather ideas for your survey questions, it's important to consider the various formats that can enhance the effectiveness of your market research. Let's explore these formats in the next section.

What are the various formats to ask market research survey questions

Choosing the right format for your survey questions is crucial for accurate data collection. In this section, we discuss the various formats available, such as multiple-choice, open-ended, and Likert scale questions, and how each format serves a specific purpose in market research:

1) Single/Multiple choice: Efficient for closed-ended questions about preferences or awareness

Single and multiple-choice formats are invaluable for gathering specific information in a concise manner. For instance, when developing a new mobile app, you can employ single-choice questions to gauge user preferences regarding the color scheme. 

Multiple-choice questions can help uncover awareness levels about specific features, such as asking users to select the most appealing interface design from a set of options. This format streamlines data analysis and allows product owners to make informed decisions based on clear-cut responses.

Single/Multiple choice

2) Likert scale: Measure satisfaction, agreement, or importance on a defined scale

Likert scales offer a nuanced approach to measuring sentiments, satisfaction, and opinions. A commonly used scale ranges from "Strongly Disagree" to "Strongly Agree," allowing respondents to express their degree of agreement or disagreement. 

In product development, a Likert scale can assess user satisfaction with a particular feature. For instance, a survey question might ask users to rate their level of satisfaction with the ease of navigation in a mobile app on a scale of 1 to 5. This format provides a structured way to quantify subjective experiences, aiding product owners in prioritizing improvements.

Likert scale

3) Ranking: Prioritize options or features based on personal preference

Ranking questions are effective for understanding user preferences and priorities. When developing a website, you can ask users to rank various features in order of importance, helping you identify which aspects are crucial to their experience.

For example, in an e-commerce platform survey, users could be tasked with ranking the importance of product recommendations, seamless checkout, and fast loading times. By obtaining this hierarchical data, product owners can focus on enhancing the aspects that hold the most significance for users, optimizing resource allocation in the development process.

4) Open-ended questions: Encourage detailed feedback and uncover deeper insights

Open-ended questions provide a platform for users to express their thoughts freely, offering qualitative data that goes beyond predefined choices. In the realm of product development, open-ended questions can uncover valuable insights. 

For instance, asking users to describe their ideal feature in a project management tool allows for diverse responses. This qualitative data can reveal unanticipated user needs and guide product owners in refining their strategies. While analysis of open-ended responses may be more time-consuming, the depth of understanding gained is often worth the effort.

Open-ended questions

5) Matrix tables: Combine multiple variables for complex data collection

Matrix tables are a powerful tool for collecting data on multiple variables simultaneously. In the context of product development, they can be used to evaluate user experiences across various dimensions. 

For example, a matrix table might assess user satisfaction with different aspects of a video conferencing app, including video quality, audio clarity, and ease of screen sharing. This format condenses information into a structured grid, making it easier for product owners to identify patterns and areas for improvement across a range of interconnected variables.

Once you've selected the right format, you'll need to decide on the best way to deliver your survey. Let's explore the various methods for sending out market research survey questions.

What are various ways to send market research survey questions

The mode of survey distribution is as important as the questions themselves. This section outlines the various channels and methods available for sending out market research surveys, ensuring maximum reach and participation:

1) In-app surveys: Capture real-time feedback within your product/service

In-app surveys

In-app surveys offer a direct and timely way to gather feedback from users while they are engaged with your digital product or service. By integrating surveys seamlessly into your application, you can capture insights at the moment of interaction, providing a more accurate representation of user experience.

Consider the example of a mobile banking app looking to enhance its user interface. Through in-app surveys, users can be prompted to share their thoughts on specific features immediately after completing a transaction or navigating the app. This approach minimizes disruption, as users don't have to exit the app to provide feedback, resulting in higher participation rates.

Furthermore, in-app surveys enable product owners to target specific user segments based on their behavior within the application. For instance, an e-commerce platform can tailor surveys to users who frequently browse but rarely make purchases, aiming to uncover the reasons behind their hesitation. This targeted approach helps in obtaining actionable insights for product improvement.

2) Email surveys: Reach a wider audience with convenient access

Email surveys

Email surveys remain a reliable method for reaching a broader audience, particularly when gathering feedback from users who may not be actively using your product at a given moment. By sending surveys via email, product owners can engage with users outside the confines of the application, ensuring a more extensive reach.

Take the case of a software company releasing a major update to its project management tool. Sending out email surveys to the entire user base allows the product team to collect feedback from both frequent and occasional users. The convenience of responding at their own pace enhances participation, and users can provide thoughtful insights without the time pressure of an in-app survey.

Moreover, email surveys are versatile and can be used for various research objectives. Product owners can seek feedback on new features, gauge satisfaction levels, or even inquire about user preferences for future enhancements. The flexibility of email surveys makes them a valuable tool in the toolkit of product owners looking to gather comprehensive insights.

3) Link surveys: Share across various platforms for greater distribution

Link surveys

Link surveys provide a flexible approach to distributing survey questions across multiple platforms, such as social media, websites, or community forums. By creating a survey link, product owners can share it widely, allowing them to tap into diverse user groups and external audiences beyond their immediate user base.

Consider a social media platform looking to understand user sentiments towards a recent interface redesign. By sharing a survey link on their social media profiles and relevant community forums, they can collect feedback from both active users and individuals who may have recently joined the platform. This wide distribution helps in obtaining a holistic perspective on user satisfaction.

Furthermore, link surveys are convenient for collaboration and partnership efforts. If a digital product is integrated into a larger ecosystem, product owners can share survey links with partner companies or affiliates, seeking feedback from a broader network. This collaborative approach enhances the scope of market research and fosters a more comprehensive understanding of user needs and expectations.

Now that you know how to send out your survey, it's time to consider the tools that will streamline the process. Let's explore the best tools for asking market research survey questions.

What are the best tools to ask market research survey questions

Efficient tools play a vital role in executing successful market research surveys. In this section, we highlight some of the best tools available for creating, distributing, and analyzing market research surveys, empowering product owners with the right resources:

1) Blitzllama (for in-product surveys)


Blitzllama stands out for in-product surveys. It seamlessly integrates into your product, allowing you to gather insights from users while they interact with your offering. Its user-friendly interface enables product owners to create and deploy surveys effortlessly. With real-time analytics, you can promptly analyze responses and make data-driven decisions to enhance your product's user experience. The simplicity and efficiency of Blitzllama make it a valuable tool for obtaining targeted feedback directly within your product.

2) Mailmodo (for email surveys)


When it comes to email surveys, Mailmodo takes the lead. Its intuitive platform facilitates the creation of engaging surveys that can be easily embedded into emails. This tool ensures higher response rates by delivering visually appealing surveys directly to your audience's inbox. With customizable templates and advanced tracking features, product owners can craft surveys that align with their brand and gauge customer sentiments effectively. Mailmodo streamlines the process of collecting feedback via email, making it an indispensable tool for product owners aiming to understand their customers' preferences.

3) Typeform (for link surveys)


Typeform excels in the realm of link surveys, providing a straightforward solution for creating and sharing surveys through unique links. Its sleek and user-friendly interface enhances the respondent experience, resulting in higher completion rates. Product owners can design visually appealing surveys with diverse question formats, ensuring a comprehensive understanding of customer opinions. Typeform's analytics feature enables swift analysis of survey data, empowering product owners to make informed decisions. With its simplicity and versatility, Typeform proves to be a valuable asset for product owners seeking insights through surveys distributed via links.

Armed with the right tools, let's ensure you follow best practices to maximize the effectiveness of your market research survey. Explore the key practices that product owners should consider.

Best practices to consider while performing the market research survey

To ensure the success of your market research endeavors, adhering to best practices is essential. This section outlines key practices for product owners, covering everything from survey design to data analysis, to maximize the impact of your market research efforts:

Best practices to consider while performing the market research survey

1) Define your research goals and target audience:

Begin by clearly outlining the specific objectives you aim to achieve through your market research survey. Identify the key information you seek and define the target audience with precision. 

Knowing your goals and audience ensures a focused survey, increasing the likelihood of obtaining valuable insights for product improvement. For instance, if launching a new feature, focus on gathering feedback from users who will directly benefit from or be affected by the enhancement.

2) Craft clear, concise, and relevant questions:

Compose questions that are straightforward, avoiding ambiguity or unnecessary complexity. Use language familiar to your target audience to enhance comprehension. Be concise in your queries, focusing on extracting the essential information required for your research goals. 

Consider asking questions that directly relate to user experiences with your product or service. Clarity and relevance are key to obtaining accurate and meaningful responses that contribute to informed decision-making.

3) Choose the appropriate question format for each objective:

Tailor the question format to align with the specific objectives of each question. Utilize closed-ended questions for quantitative data, providing structured responses that are easy to analyze. 

For qualitative insights, employ open-ended questions that allow participants to express their thoughts freely. By adapting the question format to the nature of the information sought, you enhance the survey's efficiency and effectiveness in extracting both quantitative metrics and qualitative nuances.

4) Limit survey length to avoid fatigue:

Respect the time and attention of your participants by keeping the survey concise. Long surveys can lead to respondent fatigue, diminishing the quality of responses. Prioritize the most critical questions and eliminate any redundant or unnecessary ones. 

A focused and efficient survey not only encourages higher participation rates but also ensures that respondents remain engaged throughout, providing more accurate and thoughtful feedback.

5) Pilot-test your survey before the full launch:

Before launching the survey on a broader scale, conduct a pilot test with a small sample of your target audience. This enables you to identify potential issues with question clarity, survey flow, or any technical glitches. 

Feedback from the pilot test allows for refinement, ensuring the final survey is polished and effective. Piloting helps catch any unforeseen problems and enhances the overall quality of the data collected during the main survey.

6) Offer incentives to encourage participation:

Boost survey participation by offering appropriate incentives to your target audience. Incentives can range from discounts, free trials, or exclusive access to new features. By providing a tangible benefit, you motivate users to invest their time and effort in completing the survey. 

Ensure that the incentives align with your product or service, reinforcing the connection between participation and the value your brand delivers. This approach not only increases response rates but also fosters a positive relationship with your customer base.

Offer incentives to encourage participation

7) Analyze data effectively and draw actionable conclusions:

Once data is collected, employ robust analysis techniques to derive meaningful insights. Utilize statistical tools for quantitative data and thematic analysis for qualitative responses. Translate raw data into actionable conclusions that directly address your research goals. 

The goal is to extract practical insights that can inform product enhancements or strategic decisions. A clear analysis helps product owners make informed choices based on empirical evidence rather than speculation.

8) Share findings and implement changes based on insights:

Transparently communicate the survey findings to relevant stakeholders and, if applicable, the broader user community. Highlight key takeaways and outline the action plan based on the insights gained. Act promptly on the recommendations derived from the survey, implementing changes or improvements to your product. 

Sharing the outcomes reinforces your commitment to customer feedback and cultivates a sense of involvement among users. Regularly closing the feedback loop by demonstrating how insights have influenced product development builds trust and loyalty with your user base.

By implementing these best practices, you'll be well-equipped to harness the power of market research for the success of your product.


In conclusion, crafting effective survey questions is paramount for product owners seeking valuable insights. Direct and clear inquiries yield actionable data, enabling informed decisions. 

Tailor questions to specific objectives, ensuring relevance to the product's goals. Utilize straightforward language to minimize ambiguity and encourage honest responses. 

Consistency in question structure maintains survey flow, enhancing respondent engagement. Periodic review and refinement of survey instruments refine the data collection process, optimizing results over time. 

Ultimately, a well-designed survey acts as a strategic tool, empowering product owners with the actionable information necessary for refining and enhancing their offerings in the marketplace.