Frame your online survey questions properly to make your market research success

1. Frame your online survey questions properly to make your market research successful. Market research consultants’ woes usually start with the perfect questions to ask their users. Analyzing the collected data is one complex task, but the process of collecting data is equally tedious yet interesting. It helps you know your audience and their thought process, where your product is gaining an edge in the industry, or where it’s lacking the sheen. On the flip side, better-designed studies with quality questions can help your users earn money through surveys. Because they won’t abandon the form or submit it only to end up with rejections. So, we started a series on the same topic. You can read part one of the great market research questions to ask your customers before you dive into this post. We take you through some advanced levels of analytical questions in this post beyond demographics and pricing. Complex Market Research Questions You Should Ask Your Customers 1. Campaign-Related Questions Letting your users know what your campaign is about and what you seek from this survey is important to obtain their input. Otherwise, you might face abandonment. (i) Do you understand your personal information will be used for analysis in aggregated form? (Assure them that their data is safe with you; possibly share your data privacy policy.) (ii) Based on your interest and demographics, do you match the requirement of this survey? (iii) Are you ready to record a video for the feedback? (iv) Would you be comfortable watching a video about <mention the topic >? (This question is specifically important when the video is sensitive. Add a content warning in such cases.) (v) Are you aware that this survey is related to <mention the product and brand>? (vi) Are you aware that this survey panel might use your email address, with your consent, in the future for more correspondence? 2. Competition-Analysis If you think your surveys can only collect users’ feedback, you’re not using another great benefit in the surveys. Instead, ask questions about your competitors and your users (old, new, potential) preferred brands. Use the below questions to analyze the industry players: (i) Whom do you go for suggestions when shopping for this kind of product or service? (ii) Are you a loyal customer of any particular brand in this segment?

2. (iii) If so, what do you like about this brand’s products? (iv) How can this particular brand do better in this segment? (v) How did you find the last product you bought from this particular brand? (vi) Which channel do you use to engage with this particular brand? (vii) Does this brand offer offline services too? (viii) Please mention the top feature of our product that separates us from our peers. (You can ask for 3 or 5 features, as well.) 3. Customer-Segmentation Most possible questions for customer segmentation fall in the demographics area, as discussed in the first part of this series. But here are some more questions for you to ask: (i) Questions based on fashion like shoes, accessories, apparel, etc. (Frame them according to your brand’s relationship or to gather the general interest of your users. For instance, check the next one:) (ii) Do you often change shoes according to the occasion or place?

3. (iii) Which cuisine do you like the most? (iv) Do you engage with media for your dose of news and world updates? (v) If so, which is your preferred channel? (vi) Have you opted for any recreational club membership? (vii) Are you a member of any health club or gym? (viii) If so, which one? (ix) How often do you go on vacation in a year? (x) Do you prefer customized vacation plans, or do you like to explore as you travel? (xi) Which sports and games interest you? (xii) What are your political views? (You might like to weigh how asking this question impacts your user base and campaign.) 4. Social Media-Related Questions Social media channels help you assess your users’ mindsets. Go hang out where they enjoy socializing with brands and like-minded users. But before that, you should know more about their social media habits and relatively what you should do to be more approachable. (i) Where do you interact with brands you like? (ii) Do you follow us on your preferred social media channels? (iii) If so, where do you follow us? (iv) What missing options do you want to see on our help desk or social media channels? (v) Where do you most like our social media posts? (vi) Do you think our social media interactions are interesting? (vii) Do you find our promotions engaging enough? (viii) Do you think our social media posts are inclusive? (ix) Do you read our blog posts?

4. (x) What improvement do you like to see in our SM posts? (xi) Have you subscribed to our email newsletter? (xii) Have you opted in for our SMSes? 5. Psychographic Questions Psychographic questions help you explore and understand your audience’s mindset, social behavior, and attitude towards the market. These questions also dive deeper to help in market segmentation. Hence, a market research consultant loves these questions, and you should, too. (i) Do you actively search for new products or remain loyal to the tested ones? (ii) What matters more while you buy a product—its price, quality, or a midway? (iii) What do you love doing in your leisure? (iv) Do you use your hobby to make money? (v) What is your last big purchase? (vi) Have you ever boycotted a brand’s product or service or the brand itself? (vii) If so, would you like to name the brand, product, or service? (viii) Also, mention the reason. (ix) Would you prefer to have more time or more money in your hands? (x) Do you prefer online reviews to consider while making a purchase? (xi) Do you like to shop from a brick-and-mortar store or online? (xii) How do you research your to-be-purchased products?

5. How Opinionest Can Help You Frame Right Online Surveys Asking the right question is just the first step in market research. But it’s that necessary step that lays the foundation of a holistic customer study. Opinionest, one of the fastest growing and best paid online survey sites in the market, helps brands from all sectors to generate online surveys. If you struggle to frame questions for your users, don’t falter, and reach out to us here.