Free questionnaires and marketing survey examples that you can copy and create your own survey today.
Conducting a marketing survey is one of the most affordable and effective ways to do profound research and collect real customer feedback, which is considered to be one of the key elements of every successful business/product/service.
Long gone are the days when “gut feelings” and making assumptions were good enough. Nowadays, marketing based on data is the foundation to making important and effective decisions regardless of how big or small your business is.
Surveys and the use of all sorts of marketing forms are just part of any marketing team’s DNA. So, having them embedded in your marketing activities comes by default.
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Marketing surveys and marketing research in general, are rightfully considered to be an essential part of every business for a few reasons such as:
Conducting a marketing survey helps businesses to know in which direction they should move and what to avoid along the road.
The perfect example: coming across unreached segments, meaning people who might not know your brand, opportunities such as business partnerships and collaborations, and various ways to improve your product/service, meaning upsells to more customers.
Well-done marketing research will provide you with a variety of data that will help you make better decisions and therefore, reduce the risks of failure at any given time.
The perfect example: expanding to new markets – and trust us when we say knowledge is power. The data you’ll collect will help you predict how well your products will sell regionally and whether that expansion is worth it or not.
Keeping your eyes wide open and researching your competitors will help you stay ahead in the game. You could look into what they are doing, how they are progressing, what channels they are using, and how they are going with paid advertisements.
The perfect example: when conveying a survey about your competitor’s product, you can gain valuable insights about its least and most valuable features and stay ahead of them by improving your solution based on this data.
? Here’s a list with the best marketing tools and software, both paid and free that will help you along the road.
Researching and understanding your customers means only one thing in today’s world – you will be able to connect with your audience better and more effectively. Instead of using a one-size-fits-all approach based on data, you will be able to customize your message.
The perfect example: while doing a buyer persona survey, you will find out the demographic details of your customers plus their interests. According to this information, you could customize the message across all social media platforms – more friendly and easy-going on your Instagram and TikTok, professional and awareness-increasing on your LinkedIn profile.
In addition, with 53% of global users making purchases directly through social media, understanding your audience’s behavior on these platforms can significantly enhance your marketing strategy and conversion rates.
Researching your market in order to get valuable insights and understand it, is key to every phase of developing and launching your product/service.
Let’s cover some basics before getting into how to do your own market research survey.
“Market research is the process of gathering information about your target market and customers”.
Market research can be done in various ways, and in our case via conducting surveys, so we could say – a market research survey is a list of questions answered by your customers/ or potential customers regarding various subjects.
Why do it: conducting this type of survey will not only help you understand your customers and the market you are entering, but it will also help you reach a specific audience, make better decisions, measure brand awareness, help you understand how to position your price on the market, gain insights on your product or a future product, and help you with your content creation and distribution.
Keep in mind though that market research is a broader term, meaning there are a lot of example questions related to various sub-topics. It’s up to you to choose what part you want to focus on.
For example, besides doing regular marketing surveys, a few years ago, Starbucks created another domain with the goal of doing market research, where people could submit their ideas and proposals. MyStarbucksIdea.com, which is currently not operational, accepted 100 ideas from thousands of people worldwide and implemented them into their business. Ideas like adding vegan options to their menu, etc.
An interesting way to engage the audience, collect data, and do market research on the wants and needs of your customers. Here is a full video of this initiative:
Other things worth looking into are: how are your competitors attracting customers, how well are their social media channels performing, how much website traffic do they have and from what type of sources, which keywords are they ranking for, and with what type of content. Helpful tools: Google Trends, Semrush, and AnswerThePublic.
In the marketing world, buyer personas are fictional individuals that represent your ideal customer.
It’s a Stock image next to an imaginary name, personal information and goals, life challenges and interests, work title, skills and experience, and most importantly, how you fit into their life (how your product incorporates into their lifestyle/ what problem does it solve).
Why do it: doing a detailed customer analysis with a marketing survey will help you understand your customers’ needs and problems and empathize with them; based on the data, you will be able to tailor your marketing efforts, understand purchasing decisions, get some behavioral insights, and create more targeted content for every channel.
“In my experience, creating buyer personas and getting to know our (potential) customers was a game-changer. It allowed us to strategically plan our entire content marketing strategy. Across all of our channels, we started personalising the message we wanted to convey, and the content that was being published. This helped us increase the engagement across all channels, increase our organic blog traffic with relevant visitors, and of most importantly increase our sales”.
Helpful tools when it comes to creating Buyer Persona from your conducted survey: Make My Persona.
An effective marketing survey that will help you to understand customer behavior is to create a very detailed and in-depth feedback form. See the example by Chipotle:
How memorable is your brand? How well do your customers know your brand? How do your customers perceive your brand?
If you are looking into answering these questions and more, it’s about time you conduct a brand awareness survey.
Brand awareness is a combination of four things:
Why do it? Getting to know how your customers perceive your brand will help you improve your positioning on the market and, therefore, help you grow your business and increase your brand awareness and sales.
Take, for example, the everlasting battle between Coke and Pepsi ? – it is no longer a who’s got a better taste kinda battle, but instead who’s got a more loyal community.
Here are more questions and a premade brand awareness survey template you can start using right now:
Launching a new product takes a lot of effort, money, and time but it also comes with a lot of uncertainty and fear of failure.
You never know whether the product will be a success or not, but there is something to do about your doubts – conduct a product research survey.
A product research survey can be both when launching a new product or when looking into improving an old one.
Why do it: it will help you evaluate your customer’s reaction and opinion regarding your new/improved product and, therefore, help you make better decisions about the product’s functionalities, features, and design.
For example, Alex Tooby wanted to make a pulse check of her audience to understand what kind of content (her type of product) they will want from her to create. It is a perfect marketing survey to see what her target audience needs so she can accommodate her services based on their actual needs.
Now that you are aware of the most important types of marketing surveys, it’s only fair to move on to a practical step-by-step of how to conduct a single survey.
Before starting to write those questions, think about a clear goal of why you’re doing the marketing survey.
Are you looking into expanding to other markets? Are you looking into creating and launching a new product or improving an old one? What exactly are you looking to find out by doing the survey?
Setting clear goals and intentions for the marketing survey will help you get the answers you need.
This is more of a technical thing to do – but nonetheless, it’s important. Make sure you establish a budget, choose what markets you want to survey, decide whether you’ll hire a market research company to assist you, and, based on your goals – choose what you’ll investigate.
Make sure you also put a lot of thought into how the marketing survey would look. You don’t want to overwhelm your target group with too many questions at once or have a survey with an inconvenient design.
Based on your research findings and the initial goals, you can make a safe decision and choose a direction in which you want to “move”.
Now that we’ve gone over every how and why, the only thing remaining are the tools with which you can create these surveys, and here are some free options:
If you’re looking for more alternatives – here’s a list with more than 25+ Form Builder Tools.
Using surveys is an affordable and effective way to get valuable insights both for the market and your customers, so do make sure to make the most of it!
Now you have all the information needed, so there’s no need to spend additional time searching for the right questions; instead, you can only focus on getting that customer feedback and making better decisions based on data.
