Because we live in a globalized economy, market trends and customer preferences constantly morph and change over time. This only leaves brands with (open-ended) questions about their customers.
Among the constant waves of competition and increasing power of choice given to consumers, a company’s ability to maintain an agile strategy with this added pressure will determine its rate of survival over the next decade.
With that in mind, conducting effective and impactful market research is now more essential to basic business survival than at any point in history.
That's why we put together this epic list of 100 open-ended survey questions for market research.
Often, the first step in collecting consumer data is developing a strong customer survey. The type of survey questions you use would then be really dependent on the type of insights you are looking to collect.
Close-ended (or multiple choice) questions can be highly effective in helping you achieve a quantitative overview of your customers. For example, if you were conducting research on condiment usage patterns, multiple choice responses can help you quickly understand the percentage of users that consume cilantro on a weekly basis.
On the other hand, open-ended questions can help you understand deeper, qualitative customer insights. For example, as part of the same research, open-ended questions can you help collect free form verbatims on what difficulties customers face when they cook with spices.
Good surveys are built with specific insights in mind. Within the world of market research, we believe that strong qualitative survey questions can fall under five broad categories:
Implementing the appropriate open-ended questions in a survey helps you collect the most relevant insights to your needs. But what are the different types of questions your company can use to collect the strongest survey data?
What does the customer journey look like for your consumers? What are some of the key pain-points they face? Use these questions to gain better insights into those behaviors and preferences.
Customer feedback management has a bad reputation for existing in quantitative scales of 1 to 5 and smiley faces of measurement delivered via cold email. Whether a customer’s feedback for your product or service is positive or not, this type of data collection will likely not give your company the feedback you want. Instead, try a few of these open-ended questions to collect quick, meaningful data.
Your company can collect data on a variety of types of customer feedback - and you don’t have to wait until after a product’s launch. Gauge customer interest for new products or features by writing a survey that measures perception, usage, tone, and experience before the concept ever reaches fruition. Use these questions to launch your inquisition into a new concept.
Qualitative research is not exclusive to product development and concept testing. Surveys can also be used to understand customer and consumer perception of marketing and advertising campaigns. These questions will help your company better understand external perceptions of your product.
Although competitors come up in a variety of conversations with customers, asking specific competitive analysis questions is your time to dig deeper into your market share and potentially obtain internal information from competing companies.
So you’ve developed a strong set of questions. What’s next? Check out the next step in our guide to writing a better survey or discussion guide.
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