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100+ Product Research Survey Questions, Best Practices (+Template)

In a competitive landscape where the success of product launches hangs in the balance, there's a harsh reality that haunts many businesses: a staggering 95% of product launches fail due to the lack of thorough research. It's a shocking revelation, underscoring the important role that research plays in the destiny of a product. 

So, how can you ensure that your product doesn't become just another statistic?  The answer lies in leveraging the power of product research survey questions. When users offer product feedback , they provide valuable insights that can shape the trajectory of your offering. By actively seeking their opinions and experiences, you can create a product that meets user expectations and exceeds their needs. This not only boosts user satisfaction but also cultivates a loyal user base that becomes advocates for your product.

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With Product Feedback Surveys, understand what users need and learn ways to delight your customers.

In this blog post, we delve into the realm of product surveys , exploring their significance and providing practical guidance on crafting effective product research survey questions. Let us begin by understanding what exactly is product research survey. 

Table of Content

What is product research survey.

• Ideation  
• Screening 
• Concept Development & Testing  
• Market Strategy
• Product Development  
• Deployment  
• Market Entry
• Pre-Purchase
• Post-Purchase
• General Product Satisfaction
• Brand Perception
• Demographic and Psychographic Analysis
• Product Lifecycle and Upgrades

When to Conduct Product Research? 

Best practices for conducting product research survey, sharing product research survey, why conduct product research.

A product research survey is used by businesses to gather information and insights from potential or existing users about a specific product. The survey collects feedback, opinions, and suggestions regarding the product's features, new products, or different product lifecycle stages.

A product research survey aims to gain a deeper understanding of user-led decisions and the market landscape. By researching the product, you can understand the target market's needs and preferences, identify areas for improvement, validate product ideas , and make data-driven decisions. 

Since market research is a crucial part of product research, you can leverage this product market-fit survey template to find out if the product is a perfect market fit and capture user feedback.

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Product research survey questions during different stages of product development .

The development of a product is a multi-stage process that involves careful planning, design, testing, and refinement. At each stage, a product research survey can come in handy to gather insights and make informed decisions.  Let’s dive into the product research survey questions that you can ask your users based on the stage in which your product is or if you are planning to develop a new product to create a user-centric product and optimize it as per their demand. 

1. Product Research Survey Questions for Ideation

The initial stage of product development revolves around generating ideas and conceptualizing potential solutions. It involves identifying gaps in the market and aiming to create a product that solves some problem.

Say you have already found an idea on which you want to develop your product; how would you know if that aligns with your users? By carrying out product research comprising a product-market-fit survey , you can validate your idea, or if you are seeking some fresh ideas, you can leverage the survey to fetch new ideas based on user responses. Understanding user expectations early on helps shape the direction of product development and increases the likelihood of delivering a solution that meets market demand.

Let us look at some product research survey questions you can use to make an effective product in the ideation phase.

What challenges or problems do you currently face in [specific area or industry]? Are there any existing solutions or products you find lacking in addressing these challenges? Would you be interested in a new product that aims to solve these challenges? Why or why not? What specific features or functionalities would you find most valuable in a product addressing these challenges? Are there any alternative methods or workarounds you currently use to address these challenges? Which other brands or products do you associate with solving similar problems?

2. Product Research Survey Questions on Screening

Once you have collected all the ideas, it is time to choose the product idea that has the highest potential for success. While developing a new product idea, a proof of concept (POC) can be helpful to check the selected idea’s feasibility with the help of your Agile development companies .

You can also conduct a product SWOT analysis to shortlist a new product idea. Product SWOT analysis questions help identify the internal and external factors that can impact the success of your product. By taking insights from your agile development team, scrum master, and product manager, you can do a detailed analysis of the idea to identify strengths and opportunities and overpower threats and weaknesses.

Here are some product research survey questions focused on screening that captures the USP, market demand, and potential barriers:

What do you believe sets our product apart from others in the market? In your opinion, what unique value does our product offer that is not readily available elsewhere? What would be the primary reason for you to choose our product over competitors? Are there any specific areas where you think our product could be improved? How does our product's perceived value align with your expectations of the price? What concerns or reservations do you have regarding implementing or using our product? Are there any market or industry trends that could pose a risk to the viability of our product?

3. Product Research Survey Questions on Concept Development & Testing 

To get your finally selected product idea evaluated by the users, it is essential that you perform concept testing. It will help you collect feedback on your idea and help you prevent new product launch failures.  

Additionally, by conducting a product research survey, you can gather insights on specific features and functionalities that users find appealing or lacking in your product concept. This feedback allows you to refine and optimize the concept to align with user expectations and preferences.

Consider these questions to get a deeper insight into your product’s concept testing stage, as these will gauge the perception of the concept, value proposition, and product feature feedback :

How would you describe your initial impression of our product concept? On a scale of 1 to 10, how likely are you to be interested in using or purchasing this product? How does this concept address your current challenges or pain points? Do you believe this product concept offers a unique advantage over existing alternatives? Are there any specific features that you believe should be prioritized or given more emphasis in developing the product? What aspects of the product’s features make it stand out or differentiate it from competing products Does this product concept have any features or functionalities that you find particularly interesting or innovative?

4. Product Research Survey Questions on Market Strategy

The next and most important stage in developing a new product idea is devising a marketing strategy that can inform your target users that you have a solution for their problems. You can leverage various market research tools  available in the market that can be helpful in spreading awareness about your offering and communicating the value proposition of your product. 

The most straightforward way to do this is by referring to McCarthy’s 4Ps, also known as the marketing mix. It is a framework that outlines the four key elements, namely product, price, place, and promotion, which are essential in any product marketing strategy and ensuring the success of a product.

Let us look at each of these aspects and product research survey questions based on them.

The product is what you would offer to your users after finalizing based on the concept testing report. It includes the features, design, quality, packaging, and branding of the product. When assessing the product, you can include product survey questions such as:

How satisfied are you with the features and functionality of the product? What improvements or additional features would you like to see in the product? How does the product's quality compare to similar products in the market?

It refers to the amount users are willing to pay for the product. It includes pricing strategies, discounts, and perceived value. Product research survey questions related to price can include:

How do you perceive the price of the product compared to its perceived value? Are you willing to pay the current price for the product? If not, what price range would you consider more reasonable? Are there any pricing models or options that you find more appealing for this type of product?

It refers to the distribution channels and methods used to make the product available to customers. It includes decisions regarding the location, channels, logistics, and accessibility of the product. Product research survey questions related to place can include:

How convenient is it for you to access and purchase the product? Are there any specific distribution channels or locations where you would prefer to find the product? Do you have any suggestions or feedback regarding the product's availability and accessibility?

d. Promotion

It refers to the marketing activities and communication strategies used to promote and create product awareness. It includes advertising, public relations, sales promotions, and digital marketing efforts. Product survey questions related to promotion can include:

How did you first hear about the product? Have you seen or come across any promotional materials or advertisements for the product? How effective do you find the marketing and promotional efforts in conveying the value and benefits of the product?

5. Product Research Survey Questions on Product Development 

Once your product idea is in place and your winning product experience strategy has been defined, it is crucial to embark on the product life-cycle development process. This process typically involves developing a prototype and Minimum Viable Product (MVP) to test and validate your product concept. Conducting a product research survey at each stage of this development process is essential to gain valuable insights into the market viability, user satisfaction , and areas for improvement of your product.

During the prototype development stage, you can conduct a product research survey to assess your prototype's initial perception and viability. This can include questions such as:

What are your overall impressions of the prototype? Does the prototype accurately represent the intended functionality and design of the product? How would you rate the overall visual appeal of the prototype's user interface? Is the prototype's user interface easy to navigate and understand? On a scale of 1 to 10, how satisfied are you with the user interface and user experience of the prototype? Are there any specific improvements or modifications you would suggest for the prototype?

As you move forward to develop the MVP, conducting a product research survey becomes even more critical. This survey can focus on gathering feedback on the core features, user experience, and potential market acceptance of the MVP. Consider including the following questions:

How well does the MVP address your needs or solve your problem? Are there any specific features or functionalities that are missing or could be enhanced in the MVP? Would you be interested in using or purchasing the MVP? Why or why not?

Additionally, you can inquire about the pricing perception, competitive differentiation, and potential barriers to adoption for the MVP. These questions may include:

How do you perceive the value of the MVP in relation to its expected price? How does the MVP compare to other similar products or solutions currently available in the market? Are there any factors or concerns preventing you from adopting the MVP?

6. Product Research Survey Questions on Deployment

The MVP leads to the product shifting in the live environment, where users can offer their feedback on your product’s first impression. However, before your product is officially launched, you have to focus mainly on two stages of deployment: alpha and beta deployment.

While an alpha deployment product research survey can be distributed to the internal team and selected few trusted users, beta deployment product research can be shared among broader users outside the development team.

Here are some product research survey questions focused on deployment, specifically alpha deployment by developers that can also be used in a beta testing survey .

How would you rate the overall stability and performance of the product during the alpha deployment? Were there any specific bugs, glitches, or issues you encountered while using the alpha version? Are there any specific features or functionalities that are not working as expected? Are there any missing features or functionalities that you believe should be included? Are there any performance or compatibility issues you have experienced with different devices or platforms? How well does the product meet your expectations based on its description and marketing materials?

7. Product Research Survey Questions on Market Entry

If your product crosses all the stages of product development and has evolved by incorporating user feedback and stakeholder insights, nothing can stop it from becoming a product-market fit. Emphasizing the USP instead of the whole product can be the driving factor for your product’s popularity, as seen in HubSpot's case.

At this stage, the product research survey question will fetch end-user feedback on the overall product. Focus on gathering insights about market acceptance, competitive positioning, and user expectations.

Here are some product research questions on the market entry that can give you real-time feedback from end-users on your product.

What specific features or functionalities are most important to you in a product like ours? How satisfied are you with the pricing of our product? How well do you think our product addresses your needs or solves your problems? How likely are you to recommend our product to others? How did you first hear about our product? How effective do you find our marketing messages in conveying the value of our product?

Product Research Survey Questions across Various Touchpoints

To comprehensively understand the user experience and drive success, you must continue product research at all touchpoints. By conducting online surveys and gathering insights at each touchpoint, you can identify issues, areas for improvement, and moments of delight throughout the user journey. This holistic approach enables you to take a user-centric approach , align your product offerings with user needs, and make informed, data-driven decisions.

You can gain positive word-of-mouth referrals and foster loyalty over time by addressing customer concerns, enhancing satisfaction, and delivering an enhanced product experience . Continuous product research and improvement across all touchpoints empower you to stay attuned to customer preferences, maintain a strong brand reputation, and create products and experiences that exceed expectations. Here are the key touchpoints where product research surveys can be most valuable.

1. Pre-Purchase

During the pre-purchase stage, your aim should be to gauge user awareness about your product, identify the sources of information that influence users, and understand their decision-making process. By asking relevant questions about customer needs and considerations, you can tailor your offerings and effectively reach your target audience, increasing the chances of conversion.

Here are some important aspects to focus on when conducting pre-purchase product research surveys:

a. Awareness and Discovery

Assess users’ awareness of your product, their sources of information, and how they discovered your brand. Ask questions about advertising effectiveness, online presence, and the impact of word-of-mouth recommendations.

How did you first become aware of our product? What sources of information did you use to learn more about our product? (e.g., online search, social media, word-of-mouth) On a scale of 1-10, how familiar are you with our brand and product offerings? Have you come across any positive reviews or testimonials about our product?

b. Decision Making

Understand the factors that influence customers' purchase decisions. Inquire about their needs, preferences, and considerations. Ask about the importance of product features, pricing, reviews, and other factors that drive their decision-making process.

What factors are most important to you when considering a purchase? (e.g., price, quality, features, brand reputation) How do our product features align with your needs and preferences? What information or details are you seeking before making a purchasing decision? What could potentially influence your decision to purchase our product? (e.g., discounts, product guarantees, customer reviews)

2. Purchase

Conducting product research surveys after users have purchased your product can provide insights into the ease of the purchase process, user satisfaction with pricing, and overall satisfaction with the buying experience. You can gather valuable feedback to optimize the purchase touchpoint and address any concerns or friction points through this feedback.

Consider these questions to add to your product research survey to understand the purchase experience of your users. 

a. Buying Experience

Evaluate customers' satisfaction with the purchase process, including factors such as ease of navigation, checkout process, payment options, and order confirmation. Seek user feedback on any pain points or areas for improvement. Ask the right post-purchase survey questions to gauge their satisfaction in terms of the purchase experience.   

How would you rate your overall experience during the purchase process? Were you able to find the product you were looking for easily? Did you encounter any difficulties or frustrations while navigating through the purchasing steps? How satisfied are you with the available payment options? Did you receive clear and sufficient information about the product before making the purchase?

b. Pricing Reception

Gauge customers' perceptions of your product's pricing, value for money, and any pricing strategies or promotions. Assess their willingness to pay and whether they feel they received a fair deal.

How would you rate the pricing of our product in terms of value for money? Did you find our pricing competitive compared to similar products in the market? Did you perceive any discounts or promotional offers as a positive incentive to make the purchase? How transparent and clear was our pricing structure? Did you have any concerns or reservations about the pricing of our product?

3. Post-Purchase

Product research surveys implemented post-purchase will help understand the user’s overall experience with the product. The online survey can provide insights into the product's performance, customer support and service, and opportunities for improvement. Based on the feedback, you can refine your product, enhance customer service, and retain users for a long and make them your brand advocates.

Consider these segments through the product research survey to evaluate in the post-purchase touchpoint.

a. Product Usage and Experience

Assess users’ satisfaction with the product's performance, usability, and overall experience. Ask about specific features they find valuable, any challenges faced, and suggestions for improvement.

How frequently do you use our product? Are you satisfied with the performance and functionality of our product? Have you encountered any challenges or issues while using our product? How does our product meet your expectations in terms of quality and reliability? Would you recommend our product to others based on your usage experience?

b. Customer Support and Service

Evaluate users’ interactions with your customer support team. Inquire about response times, helpfulness, and problem resolution. Understand how satisfied they are with the level of support received.

How would you rate your interaction with our customer support team? Were your inquiries or concerns addressed in a timely and satisfactory manner? Did our customer support team provide clear and helpful assistance? How would you rate the availability and accessibility of our customer support channels? Would you reach out to our customer support team again if you encounter any issues?

c. Product Feedback and Improvement

Encourage customers to provide feedback on their overall satisfaction with the product. Inquire about areas for improvement, new features they would like to see, and their suggestions for enhancing the product's value.

Do you have any suggestions or ideas for improving our product? Is there any additional feature or functionality you would like to see in future updates? How would you rate the ease of providing feedback or reporting issues with our product? Have you participated in any user testing or beta programs for our product?

d. Repurchase Intentions and Loyalty

Assess users’ likelihood to repurchase your product and their loyalty towards your brand. Determine if they would recommend your product to others and understand the factors that drive their loyalty.

Based on your experience with our product, are you likely to purchase from us again in the future? How satisfied are you with the overall value you received for the price paid? Would you consider purchasing additional products or services from our brand? On a scale of 1-10, how likely are you to recommend our product to others?

Common Product Research Survey Questions

Other than the ones discussed above, there are different categories where product research surveys be extremely helpful in understanding how users view your product and brand. Including product research survey questions on these categories can provide insights into the users’ behavior, allowing you to make data-driven decisions and optimize your product strategy.

Let's explore product research survey questions based on these common categories in detail:

1. Product Research Survey Questions on General Product Satisfaction

Understanding the overall satisfaction levels of your customers is crucial for measuring the success of your product. By including questions related to product quality, reliability, ease of use, and value for money, you can assess the level of satisfaction among your user base. This information helps you identify areas for improvement, enhance customer experience, and maintain a positive brand reputation.

On a scale of 1 to 10, how satisfied are you with the overall quality of our product? How likely are you to recommend our product to others? What aspects of our product do you find most satisfying? Is there anything about our product that you find disappointing or unsatisfactory? How would you rate the value for money of our product?

2. Product Research Survey Questions on Brand Perception

Understanding how customers perceive your brand is crucial for building a strong brand image and reputation. By including questions about brand awareness, brand associations, brand loyalty, and perceived brand value, you can assess the overall perception of your brand. This information helps you refine your brand messaging, align marketing strategies , and develop a brand identity that resonates with your target audience.

How familiar are you with our brand? How would you rate the reputation and credibility of our brand? Do you consider our brand to be innovative? How likely are you to trust our brand over competing brands?

Product Research Survey Questions on Demographic and Psychographic Analysis

Understanding your target audience's demographic and psychographic characteristics is crucial for effective product development and marketing. Product research questions related to demographics (age, gender, location, etc.) and psychographics (interests, preferences, values, etc.) can help you to segment and analyze your user base. By leveraging this information, you can tailor your product features, messaging, and marketing efforts to specific user segments, ensuring a more personalized and targeted approach.

What is your age group? What is your gender? Which country or region are you located in?

Product Research Survey Questions on Product Lifecycle and Upgrades

Assessing the product lifecycle and understanding customers' expectations regarding upgrades and new releases is essential for long-term success. By including questions about future product enhancements, interest in upgrades, and willingness to try new versions, you can plan for future product iterations, prioritize feature development, and ensure a seamless transition for existing users.

How interested are you in trying out new features or upgrades for our product? Would you be willing to pay for upgraded versions or additional features? How satisfied are you with our company's current product support and updates? Is there anything specific you would like to see improved or added in future versions of our product?

The specific timing of product research will depend on factors such as the nature of the product, market dynamics, business goals, and available resources. Let us look at the different scenarios where conducting product research can be beneficial.

• Pre-launch : Before introducing a new product to the market, conducting product research can help gather insights based on customer needs. This research can validate the concept testing, assess product-market fit , and inform product development decisions.
• During Product Development : Conducting research during product development is crucial for testing and gathering feedback on new iterations, making improvements, and assessing the effectiveness of a Minimum Viable Product (MVP) through a soft launch before a full market release.
• Post-launch : After a product has been launched, product research helps gather user feedback from those who have used or experienced the product and make changes for an enhanced product experience .
• Competitive Analysis : Product research can also be conducted to analyze and compare your company’s product with its competitors. This can help you to gain deeper knowledge about market trends, identify competitive advantages, and refine your product strategy .
• Ongoing Basis : Product research is an ongoing process. Collecting feedback and monitoring customer satisfaction regularly can help improve your products, stay relevant in the market, and meet evolving customer expectations.

If you want your product research to become really effective, you need to keep certain things in mind while creating your product research survey. Whether you are leveraging a product research survey template or creating from scratch, you can opt for the best practices mentioned here.

• Customize Survey based on Objective : Tailor your survey questions and approach based on the specific objective of your research. Whether you're gathering insights for a new product or seeking reviews on an existing product, ensure that the survey addresses your specific research goals and provides actionable insights for decision-making.
• Identify Target Audience : Categorize your target audience based on relevant criteria such as demographics, user behaviors, or specific user segments for targeted feedback. This allows you to gather insights from groups most likely to use or benefit from your product.
• Use a Mix of Questions : Utilize a combination of open-ended and closed-ended questions to gather comprehensive feedback. Closed-ended questions provide structured data and allow for easier analysis, while open-ended questions encourage participants to share their thoughts, ideas, and suggestions in their own words. This provides richer qualitative insights and helps capture nuanced product feedback.
• Sequence Questions Logically : Consider logically placing the product research survey questions to personalize the survey experience using survey logic and branching . This allows for routing respondents to relevant sections based on their previous responses and ensures users only see questions that are relevant to them.

Conducting product research involves creating the survey and sharing it through survey channels that would receive the maximum response. If you have maximum users leveraging your product or application, it is best to display the product research survey in-product or app for maximum responses. Similarly, if you are getting maximum engagement on your website, it is best to embed a product research survey on the website.  

Let us look at some common survey distribution channels that can get you maximum response while conducting your product research.

a. In-product/App

One effective method is to integrate the survey directly within your product or app. This allows users to provide feedback while using the product, capturing their thoughts and opinions in real-time.

You can strategically place the survey at relevant touchpoints, such as after completing a specific action or within a designated feedback section. In-product or in-app surveys provide a seamless user experience and have the advantage of capturing feedback from users who are actively engaged with your product.

b. Web Widgets

Web widgets are interactive elements that can be added to your website to engage visitors and collect feedback. These widgets can be strategically placed on your website to prompt users to participate in your product research survey. For example, a popup or slide-up surveys can be triggered after a certain amount of time or when a user tries to exit the website , grabbing their attention and encouraging survey completion.

Here are the most common web widgets that you can use to conduct product research surveys.

• Popup : A popup survey appears as a separate window overlaying the webpage, drawing the user's attention to the survey.
• Popover : A popover survey is a smaller, less intrusive overlay that appears within the webpage itself.
• Feedback Button : A feedback button is a clickable element of the website that expands into a survey form when clicked.
• Slide up : A slide-up widget is a discreet, non-intrusive panel that slides up from the bottom of the webpage.
• Bottom Bar : A bottom bar widget is a fixed element positioned at the bottom of the webpage, allowing users to access the survey easily.

You can send targeted emails to your user base, inviting them to participate in the survey. This method is particularly useful for reaching out to a specific segment of your audience or existing users. The best part about using email surveys is users can take the product research survey at their convenience, thereby increasing the response rate. You can also personalize the email content to enhance engagement and increase the likelihood of survey completion.

Product research is vital to achieving product-led growth and sustainability. By delving into the market, understanding user needs, and gathering valuable feedback from users, you can make informed decisions that drive innovation and maximize profitability. According to Mckinsey Global Institute , by understanding your users, fetching their data, and analyzing them, you are 23 times more likely to acquire users and 6 times more likely to retain them.

Let us look at the reasons why you must conduct product research irrespective of the stage in which your product is.

• Identify Market Opportunities : Through product research, you can understand the current market landscape and user demands and uncover gaps in the market that can be capitalized upon. This information allows you to develop new marketing strategies and products that cater to unmet needs or improve upon existing solutions, giving you a competitive advantage.
• Validate New Product Ideas : Before investing significant resources into developing a new product, it is essential to validate its viability in the market. Product research helps you to assess the potential demand, acceptance, and profitability of new product ideas. By conducting surveys and performing market testing, you can gather feedback from potential users. This validation process helps mitigate the risk of launching a product that might not resonate with the target market.
• Optimize Product Features : Through surveys and usability testing, you can gather feedback on various aspects of the product, such as design, functionality, and user experience, and even end up getting product feature requests . This feedback allows you to make data-driven decisions to enhance and refine product features, resulting in higher customer satisfaction and loyalty.
• Maintain Customer Lifetime Value (CLV) : Through product feedback from users, you can continuously improve your product and make it at par with user expectations. This can improve customer satisfaction and loyalty and get you a high Net Promoter Score . Satisfied and loyal customers are more likely to make repeat purchases and recommend the product to others, thereby increasing CLV.
• Evaluate User Satisfaction & Loyalty : By collecting feedback from users about their experiences with the product, you can address any issues promptly. Additionally, by measuring customer satisfaction and by performing NPS Data Analysis & Reporting , you can gauge the overall sentiment and loyalty of your user base.

Product research surveys play a vital role in every stage of the product development lifecycle. By leveraging well-designed product research surveys, you can capture your target users' feedback and make informed decisions to create a successful product. From the ideation phase to market entry, product research surveys help in identifying market opportunities, validating ideas, and optimizing features.

For creating Product Research Surveys, it is important that you leverage a good Product Feedback tool that helps you not only collect and analyze feedback but also measure trends, take action, and close the feedback loop to enhance user satisfaction and loyalty.

Zonka Feedback is one of the most effective Product Feedback tools that you can use to create effective surveys, share them with your users via multiple channels, and collect feedback. With its powerful reporting and dashboard capabilities, it also enables you to analyze feedback and trends and take action on feedback to improve your product and enhance user experience.

You can start using Zonka Feedback for free and see how it works for you. Take a free trial for 14 days .

Published on Jul 06, 2023. Updated on Apr 10, 2024.

Written by Kanika

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30+ User Research Questions To Ask For Building Better Products

10 min read

The right user research questions will help you collect relevant data about your target audience and make informed decisions to propel growth.

However, if done wrong, you risk encountering confusion and skewed results. This article serves as your guide to avoid such pitfalls by showing you:

• How to craft your questions the right way and collect valuable feedback .
• Examples of questions you can copy or tweak.
• Best practices to adopt for effective results.
• User research questions are quantitative or qualitative questions you ask users to uncover insights about their mental models, needs, behavior, and experience with your product.

Broadly speaking, you can trigger research questions to:

• Understand user problems .
• Uncover user preferences.
• Gather information about the product experience.

Examples of user research questions to understand user problems:

• What problems are you looking to solve with this product?
• What is the main goal when completing [a task in the product]?
• How hard is it to accomplish [task]?

Examples of problem research questions to understand user needs:

• Describe the problem you are trying to solve as a [user persona].
• What tasks do you accomplish during an average workday?
• On a scale from 1 to 5, how difficult is it to accomplish [a task]?

Examples of UX research questions to improve user experience:

• What were your initial expectations when you started using our product, and how did the actual experience compare?
• How would you describe the organization and clarity of our menu and interface labels? Are there any terms or options that are unclear to you?
• On a scale of 1-10, how was your experience with [task]?

Adopt these best practices to crush your UX research goals:

• Ask concise questions and be specific.
• Avoid asking leading questions so research participants can provide honest answers.
• Use a mix of closed-ended and open-ended questions for comprehensive insights.

Channels to collect UX research responses:

• Use in-app user feedback surveys to gauge satisfaction.
• Conduct user interviews to understand needs, preferences & experiences.
• Carry out user testing to dig deeper into how users interact with your tool.
• Effective user research hinges on employing the right questions, user interview strategies, and continuous experimentation to discover which techniques resonate best with your audience. Userpilot can help with that. Book a demo to learn more.

What are user research questions?

User research questions are quantitative or qualitative questions you ask users to uncover insights about their perception, needs, behavior, and experience with your product.

By analyzing the responses to these questions, you can make informed decisions about product design and development. Ultimately, research helps you build a product that users love, thereby driving customer satisfaction and loyalty.

Types of user research questions

User research is as broad as it comes, but generally speaking, there are three categories when surveying SaaS users:

User research questions to understand the problems

The questions in this category help you uncover the pain points and challenges your ideal customers face.

By triggering these questions and analyzing responses from the research participants, you’re better positioned to make continuous iterations and ensure your product evolves to meet user needs.

Use this category of questions when you want to:

• Brainstorm new product ideas .
• Design a product sprint.
• Design feature enhancements.
• Improve product usability.

User research questions to understand user preferences

These questions enable you to glean proper information about your target audience . By asking them, you’ll know what makes your audience tick, the factors that influence their buying decisions, and what tasks they accomplish each day.

Trigger surveys about user preferences early in the product development stage to:

• Design data-driven user experiences .
• Identify features that will drive product adoption.
• Understand the preferred pricing structure and your users’ WTP (willingness to pay).

User research questions about the product experience

The overall product experience shapes how users perceive your brand and determines whether they continue doing business with you. By conducting surveys about the user experience, you will uncover insights to:

• Improve the product experience and usability .
• Guide new features and enhancements.
• Discover churn reasons .

Examples of user research questions to understand the problem

Trigger the questions below to gain insights into problems your users face and identify solutions that will improve their experience.

Qualitative research question examples

• Can you describe a time when you were struggling to use [product/feature] and how you eventually overcame the challenge?
• Are there any recurring issues or problems that, if resolved, would significantly enhance your overall satisfaction with our product?
• What features or functionality are missing from our product that would make it more useful for you?

Quantitative research question examples

• On a scale of 1 to 7, how challenging do you find [specific features of your product] to use?
• How likely are you to recommend our product to others based on your current experience?
• What is the likelihood that you will switch to a competitor product in the next six months?
• How often do you have to contact our customer support team for assistance?
• Indicate your level of agreement with the statement: “The current version of [product] adequately addresses my primary pain points.”

Examples of problem research questions to understand user needs

Curious about user needs, preferences, and willingness to pay? Trigger the following qualitative and quantitative survey questions at the right points in the user journey:

Qualitative research questions

• What tasks do you accomplish in an average workday?
• Can you describe one particular feature you find most valuable in a product like ours?
• Are there any missing features you’ll be willing to pay extra for?
• How do you currently address gaps or limitations in our product? Are there workarounds you’ve developed?
• How important is mobile accessibility in your workflow, and what features would you consider essential for a mobile version of our product?
• When it comes to integrations with other tools or platforms, which integrations would be most beneficial for your workflow?
• What has been the biggest hurdle in using [feature]?

Quantitative research questions

• What are the top three tasks you complete most often with our product? (List the most common tasks in your tool to make it easy for users to simply click an option)
• To what degree do you value product updates and new feature announcements in maintaining your interest in a SaaS product?
• How likely are you to consider upgrading to a higher pricing tier for access to premium features?
• How much would you be willing to pay for a solution to [problem]?

Examples of product research questions to improve user experience

Trigger the following to learn more about the user experience and identify ways to improve usability and retention.

Qualitative UX research questions

• How can we improve your experience with the product?
• Are there any features you rarely use, and if so, can you explain why?
• Can you describe a time when you were struggling to use our product and how you eventually overcame the challenge?
• Have you used similar products or competitors in our industry, and if so, what aspects of their user experience do you find better or worse than ours?
• If you were to stop using the product, what would be the main reason?

Quantitative UX research questions

• On a scale from 1 to 5, rate how easy it is to use [product].
• How often do you encounter problems completing the following tasks with our product? (List the tasks)
• On a scale from 1 to 10, how likely are you to recommend this product to a friend?
• How easy is it to find the information you need to complete tasks with our product?
• Indicate your agreement with the statement: “My overall satisfaction with [product] has increased over time.” (strongly disagree, disagree, neutral, agree, strongly agree)
• How would you rate your overall experience with [product]?

Best practices when conducting user research

To avoid distorting your research results, it’s important you choose your survey questions carefully. One word or phrase could influence user responses and give you inaccurate data.

Below are three best practices when rolling out user research questions:

Ask concise questions and be specific

Concise questions help participants clearly understand the information you’re seeking. They prevent confusion and ensure participants can provide relevant insights.

Stay away from product or industry jargon, as not all participants might be familiar with them.

That said, focus on asking specific questions—ideally, one idea per question. This makes it easier for users to respond, and it also helps you analyze better and faster.

Here’s an example of an incorrect survey question: “How satisfied are you with the ease of navigation and the responsiveness of customer support in our product?”

This question combines two distinct ideas—satisfaction with ease of navigation and satisfaction with customer support responsiveness—into a single question. Respondents may have differing opinions on each aspect, making it challenging to pinpoint specific areas for improvement. It also doesn’t allow participants to express nuanced feedback on each element separately.

Avoid asking leading questions

Leading questions are intentionally or mistakenly worded in a way that suggests or pushes respondents toward a certain answer.

Example: “Was the product very easy to navigate?”

This question is leading because it suggests a positive outcome and assumes agreement with the statement. Respondents may feel compelled to respond positively even if they don’t genuinely believe the product has easy navigation. This can introduce bias and result in inaccurate data.

A better phrasing would be, “How would you describe your experience with navigating the product?”

Let’s consider another example.

What do you think about the survey question below?

“Is feature A better than feature B? (Yes/NO)”

Leading or not?

Binary questions can be tricky because the phrasings inherently imply comparison; however, the above question is leading.

A better way to frame it for unbiased responses is to ask: “Do you prefer feature A or B?”

Use a mix of closed-ended and open-ended questions

This is known as mixed-method research, and experts use it to get both qualitative and quantitative feedback for better insights.

Closed-ended questions provide quantitative data that you can quickly analyze to generate actionable insights. On the other hand, open-ended questions offer qualitative feedback, uncovering the “why” behind quantitative responses.

When designing your survey, strike a balance between closed-ended and open-ended questions. Ensure closed-ended questions cover key metrics , while open-ended questions delve into user perceptions and experiences.

Sometimes, it’s effective to start with quantitative questions to gather baseline data and then ask open-ended follow-up questions to explore nuances and gather rich qualitative data.

For example, you can trigger an NPS survey that asks users on a scale of 1-10, how likely they are to recommend your new feature, then send a follow-up asking the reasons for their scores.

How to collect responses to user research questions

There are multiple user research channels. The ones you choose boil down to your audience and research goals. For SaaS participants, in-app surveys, user interviews, and usability tests work great.

Let’s go over them in detail.

Use in-app user feedback surveys to gauge satisfaction

Meet customers where they are with contextual in-app surveys that let you collect input on the spot. This real-time feedback is valuable for understanding immediate user experiences and satisfaction levels.

For instance, triggering a CSAT survey immediately after a user interacts with your new feature lets you get more accurate feedback compared to when you wait to ask them weeks later in a one-on-one interview.

By integrating surveys into your app, you engage users without requiring them to switch to a different platform. This convenience encourages higher participation rates.

Conduct user interviews to understand needs, preferences & experiences

When it comes to understanding user needs and preferences, interviews work better. They help you interact closely with the research participants, ask follow-up questions immediately, and generate in-depth feedback to uncover underlying motivations and reasons behind user behavior.

All these are critical to building products your users will love, especially when building an MVP to test with a new audience.

In addition, direct interactions foster empathy as you can observe non-verbal cues and emotions, gaining a holistic perspective on user experiences beyond what may be expressed verbally.

Carry out usability tests to dig deeper into product usability

Usability tests help you gauge how user-friendly your product is. The tests focus on understanding customer satisfaction with your tool and their perception of its value.

Usability tests help pinpoint specific areas of your product that may cause confusion or frustration for users. By observing users during tests, you’ll gain insights into their natural interaction patterns, allowing you to make adjustments that align with user expectations and behaviors.

Popular usability testing methods include guerilla testing, lab testing, and remote testing. The approach you choose depends on your audience and research objectives.

User research isn’t a one-time task but an ongoing process of learning about users and making improvements.

Regularly conduct user research to keep track of changing customer needs and preferences. Doing this will save you from losing users to churn and ensure your product is competitive.

When you think about it critically, research boils down to asking the right questions. Your phrasing matters as much as the channels and timing. So, A/B tests different research questions to see which gives you better results.

Userpilot can help you trigger and analyze user research questions in-app. With our platform, you can:

• Design different kinds of quantitative and qualitative surveys.
• Segment users to determine who sees what.
• Set event-based triggers so your surveys are contextual. For instance, you can set your surveys to be sent after a user interacts with a new feature. This way, only users who hit that goal will see your surveys.
• A/B test different survey elements and get real-time results.

Book a demo now to get started!

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Product Research: The Building Blocks of a User-Centered Solution

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Product research is a foundational step in building user-centric products. It allows you to understand customer needs, preferences, and market trends, informing the development of successful solutions to user problems. Read on for the ultimate guide to product research, including methods, processes, and best practices—plus our favorite tips from the industry’s leading experts.

Product research 101: Definition, methods, and best practices

You may only build new products once, but you iterate on them continuously. The ongoing evolution of a product’s user experience (UX), informed by user insights, is pivotal to staying ahead of competitors and giving your users exactly what they need. In chapter one of this guide, we’ll explore what product research is, give an overview of key methods (and when to use them), plus best practices to follow.

What is product research?

Product research is any research you conduct to better inform your product and understand your user and market. Unlike user research , product research goes beyond evaluating the user experience and includes market analysis, pricing, feature prioritization, and assessing business viability.

Product research is a broader term than UX research—you can conduct research on the user, the interaction, the market, or your business strategy.

Matthieu Dixte , Product Researcher at Maze

It helps you understand the world you are bringing your product into, and what your users expect to do with a product like yours—so you can use their insights to influence development and design decisions.

Product research can be conducted in multiple ways, such as talking directly to users in focus groups or user interviews , or through product experimentation, usability tests and competitive analysis.

Other research terms you might come across

Ultimately, all research falls under the 'product research' banner if it influences the final product. For some product teams, ‘user research’ and ‘product research’ may be interchangeable. But there are some subtle differences between various research terms that it can be helpful to know. Here are the distinctions between key terms you might hear, explained by Maze's Product Researcher, Matthieu Dixte:

• Market research: Discover who is leading the market, who your direct and indirect competitors are, and what similar products are available to your users at what price
• User research: Understand the user, including their needs, pain points, likes and dislikes, and characteristics—both as a consumer and user of your product
• User experience (UX) research : Learn how your user perceives and interacts with your product—where they click, which paths they follow, and where they search for information on-page
• Product discovery : Uncover what your users’ needs and problems are, validate ideas for potential solutions before development, and apply user insights to your product strategy
• Continuous product discovery : Adapt the mindset of an ever-evolving product and user; conduct research continuously throughout the product lifecycle and ensure all decisions are informed by user insights

For example, let’s say you’re thinking of developing and launching a note-taking app for teenagers. You’d need to conduct market research to see if there are any similar products in high demand to gauge if your tool is something customers want. In parallel, you should run user research to discover who your user persona would be and what their pain points are.

You also have to do product discovery to identify the best way to build and design your potential product to make it appealing for teens. And, if you want to know how your users will feel about your product compared to other options, you need product research .

Lastly, run UX research tests on your mobile and web app to gather feedback, and improve the experience. You should continue to talk with users regularly after launch by adopting a continuous product discovery mindset (and ensure you’re always updating and offering the right product).

Talk to more users without needing to grow your product team

Recruit and test users from Maze’s high-quality panel to get more eyes on your product, without increasing payroll.

Why is product research important?

Are we making the right assumptions? Is this product what users really need? Can they use it effectively?

Research answers all those questions. But product research goes a step further by placing those answers in the context of your niche and the market. It empowers your team—not only to create unbiased, user-centric products—but also to create best-selling products that are based on a robust business strategy and deep understanding of the market.

Product research will also help you:

Head in the right direction

Conducting types of product research like competitive analysis gives you inside information on what your users value in a similar product—and what they’re missing. It ensures you’re heading in the right direction by only working on aspects of your product you know will succeed. This helps you speed time-to-market, reduce the cost of fixing future mistakes, and achieve higher goals.

Product research allows you to “define the total addressable market and north star metric, based on the customer segments that found your idea and product valuable. We would fail at achieving product-market fit without doing customer research,” explains Prerna Kaul , Product Lead for Alexa AI at Amazon.

Make the right decisions at the right time

User data can inform your decisions and help you prioritize them according to the goals of the business. “Make choices regarding the evolution of your product and find the right balance between what you want to deliver to improve the user experience, and the benefits it’ll bring to your company,” advises Matthieu. Without product research, you’re building products in the dark with no idea whether your target audience will like or buy them—which could mean wasted resources and sinking revenue.

Get stakeholder buy-in

You’ve probably found yourself explaining multiple times to stakeholders why you need to prioritize one feature over another. Conducting product research enables you to “clearly articulate the customer value proposition to leadership, tech, and science counterparts,” says Prerna. Having quantitative and qualitative user insights provides reassurance to stakeholders and speeds up sign-off—while ensuring the wider organization is aligned on your product ideas.

In short, product research provides you evidence you need to start evangelizing research among your organization, and get the whole team on board.

Understand the position your users hold in the market

User research is about getting to know your target audience and building ideal customer profiles, but product research is about discovering where your potential customers are located in the market and which trending products to take note of. If your audience is already using a similar product, this means finding out: Which one? Why? Are they willing to switch to a different product? What would it take for you to get them to switch?

“Analyzing the market lets you determine which areas could be ripe for disruption or creation. By analyzing existing products and doing conceptual thinking you can build a picture of how you can get your product to gain traction in the market and offer something new, nuanced, or better than the current options,” says Nick Simpson , Head of UX at Airteam.

Challenge your assumptions and anticipate problems

When Prerna worked at Walmart Labs, her team introduced a feature for users to scan products in the Scan and Go app. “We initially believed that all of our inventory was available in a common database and accessible through the app. However, during research and user testing, we identified that some rare products were not in the online database,” she explains.

This caused test users to drop off the app, so her team had to take a step back and prioritize fixing inventory issues before launching the product. Without conducting product research, you can be left guessing at the cause of user problems, or wondering why they prefer a particular product. Research offers your team a chance to challenge what you think you know, and pre-empt what you don’t.

Product tip 💡

You can use Maze to conduct multiple tests on your product through development, such as Five-Second Tests or Content and Copy Testing , or get insights on your live product through Live Website Testing .

Product research methods

There are many different product research and UX research methods , all of which offer different kinds of data and insight, depending on your objectives. If you’re looking to conduct product research to better understand your users, market, or competitors, here are eight product research methods you should consider to help you build winning products.

1. Customer interviews

Interviews can take place at any take of the product development process and consist of direct conversations with current or potential customers. You may choose to conduct interviews with a market panel during concept testing and idea screening to validate your ideas, or you may want to speak to current users after the product goes live to gather post-launch feedback. Interviews are a varied and flexible product research method.

During customer interviews, you should ask open and unbiased research questions to gather insights about customer needs, preferences, and experiences regarding their pain points, your product, and competitors.

2. Voice of customer (VoC) analysis

Gauge what current and potential customers are saying about your products or competitor products online. You can do this using VoC tools , by reviewing what people post on social media, looking at Google Trends, or reading reviews on websites like G2.

You should conduct customer voice analysis continuously throughout the lifecycle as it can help you gain a competitive advantage. “Review what’s publicly published, check feature requests, and ask sales, customer success, or support teams for feedback coming from the user,” adds Matthieu.

For example, if a competitor gets acquired by a bigger firm and users start to complain about them removing a feature, you can use the opportunity to develop a similar functionality or improve the one you have. You can also make it more visible on-page and get the sales and marketing teams to use the information to advertise your product.

3. Diary studies

Diary studies involve users self-reporting behaviors, habits, and experiences over a period of time. This is often used during the discovery phase with a competitor product, or later down the line with a prototype. By observing how users feel prior to, during, and after using your (or a competitor) product—and their experience throughout—you can gather valuable, in-the-moment insights within a real life context.

You can conduct diary studies on paper, video, or online on a mobile app or a dedicated platform.

Data from diary research can turn into new product ideas, new features, or inform your current project. For instance, if you have a social media scheduling tool and you identify that users open a time zone calculator when they’re scheduling posts, you instantly have a new feature idea, to add a widget with different time zones.

Learn more about the types of diary study and how to conduct diary research here.

4. Competitive analysis

Analyze competitors' products and strategies to identify what works for them and identify any gaps in the market. The idea behind competitive product analysis is to explore your competitor’s products in-depth, sign up for an account, use them for a while, and take notes of top features, UX, and price points. You can run competitive analysis during the discovery, concept validation , or prototyping stages with direct and indirect competitors, or aspirational businesses.

Matthieu Dixte, Product Researcher at Maze, notes the value of competitive analysis is in understanding your users perspective: “We conduct a lot of competitive analysis at Maze because it's really important for us to understand if the market is mature regarding a particular topic—and to identify the current ground covered. This helps us understand the pros and cons our customers perceive when they choose between our product or another tool.”

Surveys can be a great way to get feedback or gather user sentiment relating to existing products or future concepts. You can also use them to dig deeper into the data gathered during other tests, and understand user issues and preferences in context.

For example, if you ran an A/B test and discovered that certain copy was causing potential users to churn, you could follow-up with a survey with targeted questions around their demographics, preferences, and personal views. This would help add qualitative insights to your quantitative data, and help understand what your users are looking for from your product.

Remember, you can create surveys at any stage of the product development to collect data from users in small or large volumes. You can use different types of surveys and survey principles to validate or debunk hypotheses, prioritize features, and identify your target market. For example, you could ask questions about your product, competitors, and prices or even your customer’s preferences and market trends.

Surveys can have a high drop-out rate, harming the validity of your data. Check out our survey design guide to discover the industry’s top secrets to an engaging survey which keeps users hooked.

6. Usability testing

Since conducting product research is also about understanding how well your customers navigate through your product and if they find it usable, you can run usability or prototype tests . Usability testing evaluates the usability of your product by asking test participants to complete tasks on your tool and seeing how they interact with it.

While typically conducted as a pre-launch check, usability testing is now widely understood as a building block of continuous research. Conducting regular usability tests is crucial to staying familiar with users, taking the pulse of your product, and ensuring every new product decision is informed with real data.

Conduct usability tests on a product research tool like Maze and record your participant’s audio, video, and screen with Clips . This offers you a mix of quantitative and qualitative data to learn why participants take certain actions to complete test tasks.

7. Fake door testing

The fake door testing method, also called the ‘painted door method’, is a way to validate whether your customers would be interested in a particular feature. “It works by faking a feature that is not actually available and implementing a tracker to know how many people click on it,” explains Matthieu.

When people click on the feature, they see a message explaining it’s not available at the moment. If the click-rate is high, you can assume there’s interest in the feature and conduct further research to identify how to design and develop it.

While it’s a quick way to gauge interest, fake door testing runs the risk of frustrating users, so if you’re using this method on a live product, you should be cautious and set a short testing period to avoid creating false expectations in your users.

8. Focus groups

Focus groups are when you gather a group of users to try your product and discuss their thoughts on the design, UX, usability, or price. You’ll offer them prompts or ask a series of user research questions to spark conversation, then observe and take notes.

This can be an expensive or admin-heavy method, as you need to rent a space, find participants who are willing to attend, and compensate them for their time. However, you can also conduct focus groups remotely through video conferencing tools. These groups are a good way of generating new product ideas or gaining deep insight in a short space of time, as you can hear directly from your users and adjust your questioning to follow up on important topics or opinions which participants mention.

When to perform product research

Source: 2023 Continuous Product Discovery Report

According to our 2023 Continuous Product Discovery Report , most teams conduct research at problem discovery (59%) and problem validation (57%), with only 36% researching post-launch.

The consensus is that product teams don’t think that’s enough—78% think they could research more often: which means there’s a big opportunity for you to implement regular research at all stages of the product research process .

Here’s when to conduct research on your product:

• At problem discovery stage to outline a hypothesis based on user insights
• During problem validation to prove your hypothesis
• During solution generation and concept development to see if you’re moving in the right direction
• As you’re screening different ideas for prioritization to identify the ones your users value most
• At solution definition and once you have your initial design to test early wireframes
• After developing a prototype to see assess usability and direction
• During validation and testing to review changes made to previous prototypes
• After development, and post-launch to get feedback and plan your future steps
• Before launching a new feature or doing product optimization to gauge users’ perceptions

Best practices for effective product research

If you only have time to consider one best practice for product research, we’ll keep it short. Just start.

Any research is better than none, and there’s a wealth of knowledge out there waiting to be discovered. If you don’t use it, your competitors will.

Now, here are six other best practices to help you improve your results and get the best insights possible:

1. Conduct research continuously

Your product is never done, at least not while the market, your customers, and technology are evolving. So, for your users to keep choosing you, you need to grow with them, adapt to trends, and keep iterating on your product. The right way to make product iterations is by conducting continuous product research, having frequent communication with your users, and actively listening to the market.

Did you know that user-centric organizations achieve 2.3x better business outcomes? 📊

By putting customers' needs front and center, research-mature organizations are driving better customer satisfaction (1.9x), customer retention (2.4), and increased revenue (4.2x). Learn more in our Research Maturity Report .

2. Focus on the business problem when presenting to stakeholders

It’s easy to get so involved in the product that you forget to mention how it helps the business when presenting research findings. To get stakeholders on board and to build great products that are profitable, always keep the business needs in mind. There’s no product without business success, so always align with your stakeholders and bring it back to team KPIs and business metrics. To convey your story, it’s a good rule of thumb to start each cross-team meeting by presenting the business problem, then sharing how adding a certain feature decision will help you solve it, before getting into the data that backs this up.

3. Embrace your curiosity

One of the biggest mistakes you can make in product research is letting cognitive biases take over the process. Work in teams and ask questions out of curiosity—consider research a way to disprove your hypothesis or challenge your assumptions, rather than a way to prove them right. As Prerna Kaul, Product Lead for Alexa AI at Amazon explains, you often gain more insight from an answer you don’t want to hear. “A huge trust-buster is when researchers sell an idea to customers and reinforce their pre-existing beliefs.” Doing so makes the user tell you what you want to hear but not what you need to know. It’s better to know that you have the wrong assumptions early on and build products that solve the right problem.

It’s non-negotiable to ensure that you are solving the right problem for the customer. Your solution is a painkiller, not a vitamin.

Prerna Kaul , Product Lead for Alexa AI at Amazon

4. Focus on the end goal rather than specific features

When you work closely with a product you’re passionate about, it’s only natural to think of all the possibilities, and minute details and features of the product. However, it’s crucial to understand that, while you might be the one making the internal decisions, the user will have the final call. Getting hung up on specific features will get you frustrated if users disagree, or lead you to make biased choices. To overcome this, you can write a research statement explaining the big problem you’re trying to achieve with the product. Come back to this before and after each decision, to keep your choices grounded in what’s best for the user.

“We always ask: Are we solving the right problem by creating this product? Is it going to have a measurable benefit to people?” says Nick Simpson, Head of UX at Airteam. “Then, we try to answer those questions through research methods to determine whether this investment will be worth it, to both business and users.” By thinking of the overall end goal at all stages, you get to build profitable products and features that really respond to that intention.

5. Take notes of everything

This one might go without saying, but it’s crucial to keep track of everything. Not just to inform future research and remind yourself where decisions came from, but to democratize research and bring the entire organization into your research process .

Set up a centralized research repository that anyone can access, and share it with your wider organization. Within the product team, keep a record of all user insights, even if they sound impossible to achieve at first. “These ‘futuristic’ thoughts or ideas are the ones that can either inform future iterations of the product or that you can creatively turn into something more feasible to design and build,” explains Nick. Keeping an organized information bank enables everyone on the team to get to know the user, the market, and why you’ve made certain decisions in the past.

6. Combine user feedback with data

While your users should be at the center of your business, don’t rely solely on their comments without checking other data. In reality, not everything people say is exactly what they do . Research participants can be influenced by any number of factors, mostly unconscious, so it’s important to use qualitative and quantitative data to reinforce each other.

For example, the users you interviewed might tell you they love a certain feature, but when you contrast those comments with heatmap data and time on page, you see that only a small percentage of your customers actually use it. Consider what research can be conducted to ascertain why this is, how you can improve those metrics, or whether it’s more helpful to refocus efforts on a different feature with a higher profit margin.

Keep learning about product research

In this chapter, we’ve covered a lot about product research:

• What product research is (and what it’s not)
• How researching your product is beneficial to your business
• The different methods you can use to conduct product research
• When to conduct product research
• Best practices for your research

Now, it’s time to kickstart your product research process in the next chapter. We’ll also talk about how to conduct product experiments and competitive analysis, so stay tuned.

Product research process

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• How it Works
• Case Studies
• Research Grants

Your Guide to Product Development Research

Whether you’re wanting to create a new product or revamp an existing one, learning how to conduct product development research is crucial. Without establishing an understanding of product development research ahead of time, you could potentially waste precious time and money on unnecessary practices. In this article, we’ll take you step-by-step through the product development research process and help you find practices that suit your needs.

What is Product Development Research?

Product development refers to the complete process of brainstorming, researching, crafting, marketing, and selling products. Long story short, product development is the collective process in which a new product is created and sold. Product development also includes updating existing products; for example, when you add new features or modify an existing product, it is considered product development.

Research is an integral part of this product development process. It allows you to validate your ideas using data and ensure your product will resonate with consumers, compete within the market, hit the right price, and more. Without conducting research before launching, your product may not reach its fullest potential.

From concept testing to loyalty research, product development research consists of different processes and tests. Not all steps and tests may apply to your product development journey. This varies depending on whether you’re launching a new product, updating an existing one, what research or ideas you already have, etc.

Now, let’s dive into the product development research process.

Why Product Development Research Is Important

Product development is a major investment of funds, time, and energy for you and your entire organization. With all that at stake, you need a way to know that the product or feature you’re developing will be successful. Product development research gives you those answers at integral stages of the development process. This research can tell you if you’re on the right track or need to pivot some of your development while also giving you data that can garner the buy-in you need from leadership or potentially recruit more investors.

The Product Development Research Process

Consider this your step-by-step product development guide. If you are creating a new product from scratch, follow each step. If you are updating an existing product, use the complete guide to develop an added feature or at the appropriate step for your product.

Step 1: Exploratory Research

First things first, you’ll need to do some exploratory research . This is the preliminary research that helps you find a direction to go in. To get started, think about the pain point you will solve for your customers. Ask yourself questions like:

• What product/product feature could make customers’ lives easier?
• What problem can I alleviate for customers?
• What do customers need? What needs are not being addressed?
• Are customers satisfied with the products currently available? If not, what’s missing?

Once you identify the customer pain point you wish to solve, gather some teammates for a brainstorming session or write down a list of ideas. Get as many ideas out there as you can—they will be refined in the upcoming steps. Continue to keep the customer pain point in mind and think outside of the box. We’ll figure out the details later.

Now, you can quickly run your ideas through a SWOT analysis and start eliminating the lagging ones. SWOT analysis refers to:

• Strengths : What does your product do well? What distinguishes your product from competitors?
• Weaknesses : What does your product lack? What do competitors do better than you?
• Opportunities : How can you leverage your product’s strengths? What trends can you take advantage of?
• Threats : Who are your emerging competitors? What obstacles does the product face?

SWOT analysis will give you a better understanding of your product ideas at every angle and allows you to assess the pros and cons of each one.

Step 2: Evaluative Research

Evaluative research helps you further evaluate your concepts and identify the ones that are worth moving forward with. Also, this is a great place to start if you need to reevaluate an existing product.

Here you will open the data collection beyond you and your team by conducting research through surveys or other consumer-focused methods. Surveys allow you to tap into a larger pool of respondents and gather detailed data about your concepts. You’ll be able to get feedback, better understand your target market, and refine your ideas.

Here are some questions you can ask respondents:

• How often do you use this product/feature?
• Does this product/feature help you solve your problem?
• How satisfied are you with this product/feature?
• What would you change about this product/feature?

Similarly, concept testing is a great study to run at this stage in order to iron out the details of your concepts; We’ll talk more about concept testing later in this article.

This feedback will give you guidance on where to take your concept next and begin to set the tone for your marketing strategy. Pay attention to who your customers are and the language they speak in order to inspire your marketing messaging.

You’ll also want to do some basic competitive analysis at this stage. Get a grasp of the amount/worth of the competition in your industry. Using customer feedback and competitive analysis, you can identify what’s missing in your industry, discover your niche, and build a competitive advantage.

Step 3: Iterative Development and Finalization

At this point, you should be left with a realistic idea of what your product will look like, and you just need to sort out the details. In this stage, you will finalize your product by analyzing specific features and making sure your customers’ pain points are eliminated.

You may want to conduct another concept test using your refined ideas to test features that may not have been tested the first time around. A/B testing can also be useful to compare different versions of the product and features and make decisions based on your results.

You will also need to conduct pricing research before launching your product in order to ensure that you and your customers will get the right value.

Get everything you need for product development research, all in one place.

Types of Product Development Studies

There are various studies you can run during your product development journey, each of which covers a different area of your product and brand. These studies can be carried out in different ways such as focus groups, interviews, or surveys. We recommend running product development studies using surveys in order to get both quantitative and qualitative data from a larger audience.

Let’s look at the different product development studies.

Customer Experience

Customer experience studies are one of the best ways to get holistic feedback about your product, marketing strategy, and brand from customers.

This study would be most helpful towards the end of the product development process or once the product is launched; You’ll want to make sure that customers have the chance to experience the product before they provide feedback on it.

Understanding customer loyalty and the value they place on your product and brand is an important aspect of customer experience that shouldn’t be dismissed. Remember: Keeping existing customers is much easier than recruiting new ones.

Learn how to measure customer experience and loyalty in our guide to improving customer experience.

• Concept Testing

As we previously mentioned, concept testing is a helpful and often essential tool in product development, especially when conducting evaluative research and iterative development.

Concept testing is the process of gathering your target market’s opinions about your idea it is made available to the public or is fully developed. It allows you to adjust your vision and features prior to product production.

We’ve collected the best concept testing practices in these 4 steps to concept testing research.

Competitor Research

Of course, it’s great to focus on perfecting your product, but you cannot do this without evaluating the rest of the industry. Scope out your industry’s size, its value, and the top players. Create competitive advantages by turning your competitors’ weaknesses into your strengths. Consider why customers should buy from you over your competitors. Competitively price your product.

And don’t forget – the market is always changing. Don’t stop your research after your product launches. Continue to stay up to date with industry trends and the competition in order to get ahead.

Pricing Research

Pricing research is an essential step in product development. Finding the right price can be a challenge; You need to find a price that is high enough to bring in profit, but low enough to stay in demand.

To get this right, you’ll need to examine the competitors’ prices, find your price premium, and discover consumers’ willingness to pay.

Luckily, we’ve compiled a simple guide on how to conduct a pricing survey so you can get started.

How to Get Started with Product Development Market Research

Now that you understand the impact product development market research can have, how do you get started and put that new knowledge to use? Follow these simple steps and you’ll be reaping the rewards before you know it.

Step 1: Set Your Objectives

Start by establishing what you want to learn from your product development market research. Answer questions such as:

• What do you want to measure in your research?
• What aspects of your product do you want to research (e.g., specific features, how it suits a particular group of customers, etc.)?
• What is your primary goal – to determine if your product development is going in the right direction, to gather data to assure investors that their investment in your product is sound, or both?

Step 2: Determine the Scope of Work

Now that you have the big picture in mind, it’s time to get into more of the specifics of planning your product development market research. Make decisions in more detail about how you will carry out your research. For example:

• Who do you want to survey (age ranges, genders, locations, and so on)?
• What types of questions will you ask?
• How will you format your research (for example, will you show the respondents an image and description of the product, or will you send them a prototype to try and then survey them after they use it)?
• How many participants do you want to survey?
• How long will your research study run?

Step 3: Find Your Participants

With a solid plan in place, the next step is to gather your participants. The easiest way to do this is to choose a survey platform that can source participants for you. You already know what characteristics you want to look for in your participants, so a survey platform like GroupSolver can use survey pools and screeners to pull in your target participants.

Research and Product Development Made Simple

From product ideation and concept testing to competitive analysis and pricing research, GroupSolver® is here to help you collect data on every step of your product development journey. We’ll guide your product development decisions using your customer’s voice and agile insights – all in real-time.

View, analyze, and segment both quantitative and qualitative data with our intelligent survey platform . Our AI Open-End™ technology organizes and quantifies qualitative data, so you don’t have to. Now, you can quickly analyze qualitative data, while also collecting useful quantitative data – all in one step.

GroupSolver conducted product development research to help a snack food brand to launch a new flavor into the market , an iconic home products brand introduce a themed sandwich bag , and hundreds more launch successful products.

Learn more about our technology and research solutions or request a quick demo of our platform.

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Top 15 Product Survey Questions to Ask with Examples

If you think you have a really great product, the success metrics shouldn’t lie: product usage up, churn down, more happy customers, increased MRR. Sounds easy on paper (or desktop), right?

If you struggle knowing how great your product is, maybe product survey questions (and this article) can help.

Product surveys are one of the most useful ways of validating if your company is  growing with the product in mind .

In order to do that,  you want to get customer feedback  from a large pool of customers for better insights. When writing product testing  survey questions , they should be thoughtfully crafted to ensure an unbiased response for accuracy and verifiability. 

Put yourself in the clients’ shoes (best you can) when choosing your questions. For example, most people would prefer simple answer requirements or will drop out of the questionnaire altogether. Aim to create neutral, easy-to-understand, and varied questions. This is the goal of this article.

What is a Product Survey?

15 best product survey questions examples to ask, new product survey questions examples, product survey questionnaire templates and samples, 1. set your goals, 2. go for specific questions, 3. use simple language, 4. don’t lead the respondent, 1. ask open-ended questions, 2. keep it precise, 3. let ‘em know what they get out of this, 4. take partial responses seriously, 5. ask for feedback from customers after product survey questions, product managers: using insights to innovate products.

If you plan to write a successful product or feedback survey, you will need a list of survey questions and examples.

A product survey is a tool, such as a  product survey questionnaire  businesses use to know and understand how their users think about their products. It helps them know their position in the market and if they are on the right track.

With a product survey, businesses will be able to get feedback and understand their customers’ needs and wants.

A  product feedback survey  conducted before the product launch helps in the formation of new ideas and design, how to price the product , the placement order, and more, and may give you valuable insights into what your target audience wants and need.

Note: Product surveys are not limited to existing products; they can be conducted before the development of the product, before product launch, and after product launches.

This gives you a clue about how it is received, its performance, what is missing, and more.

And Why Should I Run a Product Survey?

1. Measures to measure customer satisfaction levels

If you want to know how much customers are satisfied with your products, a product survey is what you need. It is an effective way to know what they like, dislike, wants, and need and see areas for improvement.

For example, you can use  product evaluation survey questions  to get their evaluation rates and how satisfied they are.

2. Better Understand your users

Product surveys give you access to real data and save you from making assumptions about your users. With a product feedback survey, you will know how they think and feel, their buying patterns, what they prefer to buy, and more. This, in a way, makes you feel close to your most loyal customers.

3. Operational Efficiency

Conducting a product survey helps determine how well your company performs operationally. With this, you will be able to improve staff retention and performance.

4. Gauging Performance

Surveys help you gauge your performance and allow you to compare data from year-to-year to see if you received a positive or negative impact. This way, you will be able to track your performance in real time.

Why is it important to ask good survey questions?

Creating  good survey questions  that effectively evaluate the public’s opinions, experiences, and behaviors is arguably the most crucial step and can be very difficult.

If the questions are poorly phrased or put together, the responses will be useless.

However, developing good  product research survey questions  is crucial to effectively gauge participants’ attitudes.

If the survey  product questions  are well-written, they will make sense to the respondents, and you will get relevant and honest feedback.

Let’s take a look at the top product survey questions, based on our experience collecting product feedback and asking customers:

• What do you like about our product?
• What do you dislike about our product?
• Which features did we miss?
• What can be improved?
• What kinds of things would you like to stay the same for future generations of the product?
• How likely are you to recommend this product?
• What do you need our product to do for you?
• How straightforward is our product?
• How does our product compare to others you’ve tried?
• Why did you choose our product?
• How straightforward is our website?
• If you couldn’t choose our product, which alternative would you choose and why?
• What recommendations do you have for future generations of this product?
• What do you value most in our product?
• Do you think our product is worthwhile, and why?

If ever in doubt, here are some of the top customer satisfaction survey questions to try too!

And if you want hands-on experience,  sign up for Usersnap  as well (the first 15 days are on us 😉) or even better try one of our ready to use templates .

You are excited to introduce your new product and would love to hear thoughts of your customers or users! Check out the following new product survey questions examples what you can ask.

New product Survey Questions samples:

• What’s your initial impression of our new product? (Scale: Negative – Positive)
• How likely are you to try our new product? (Scale: Unlikely – Very Likely)
• What features of our new product interest you the most? [Open-ended]
• Are there any features missing in our new product that you expected? [Open-ended]
• How well does our new product solve a problem you currently face? (Scale: Not Well – Very Well)
• Would you prefer our new product over similar products in the market? (Yes/No)
• What could we do to make our new product more appealing to you? [Open-ended]
• On a scale of 1 to 10, how clear is the value proposition of our new product?
• How user-friendly do you find our new product’s interface? (Scale: Not User-Friendly – Very User-Friendly)
• Are there any improvements or changes you’d suggest for our new product? [Open-ended]

Don’t forget to mention that their insights are invaluable in helping you to shape a new product to meet their expectations.

Some questions you can use as a template or copy/paste them to your questionnaire.

• How satisfied are you with the overall quality of our product? (Scale: 1-10)
• Have you encountered any issues or defects with our product? (Yes/No)
• Does our product meet your needs or expectations? (Scale: Not Well – Very Well)
• How would you rate the durability of our product? (Scale: 1-10)
• Are you content with the materials used in our product’s construction? (Yes/No)
• How often do you face problems using our product? (Scale: Rarely – Often)
• On a scale of Unlikely to Very Likely, how probable are you to recommend our product based on its quality?
• What do you find most impressive about our product’s quality? [Open-ended]
• Where do you think our product’s quality could be improved? [Open-ended]
• Rate your satisfaction with the product’s packaging and presentation. (Scale: 1-10)
• Compared to similar products, our product’s quality is? (Scale: Worse – Better)
• Have you experienced any performance issues with our product? (Yes/No)

For more survey templates

For additional survey questionnaire templates, check out Usersnap’s collection and feel free to customize them according to your needs:

• Product-Market Fit Survey Template
• Feature Satisfaction Survey Template

How to Write a Good Feedback Survey (by yourself)

While every survey will fluctuate depending on your goals, there are some steps and best practices that you can comply with to get started.

“After a dozen years building products used by billions of people, I realized how hard it is to define what makes a great product. I started hosting dinners at my house with my peers to find an answer.” SC Moatti

Especially these digital days, maybe a dinner party isn’t quite possible.

That means you’ve got to be even tighter in your approach; there’s no better way to do this than to establish the desired outcomes of your survey.

This is the first step to  writing successful survey questions : define what your main goals and objectives are.

By setting clear objectives, you can easily stay on track while determining which questions you want to ask the most. This way, you can leave out unnecessary questions that do not align with your desired results.

Take our example, before we come up with product research survey questions or product usage survey questions, we align on a hypothesis. What is the cause of the problem? What are the expectation or prediction? 

When the new navigation was launched on Usersnap, our hypothesis was that new users would be able to set up projects easily. And we ran a customer effort score survey to validate the ease of use, as well as some specific questions about functionality and sentiment.  

If your hypothesis is not crystal clear, don’t worry, you can start with some open-ended questions so that all voices and answers are welcomed

The importance of asking specific product questions is two-fold.

Firstly, it helps you focus on the key topics which makes the requested information more actionable.

Secondly, it allows you audience to grasp the scenario and purpose of your questions, so that they can zoom in on the exact information and provide answers faster.

Here’s an example of the survey questions to ask about a new product.

We would use this to understand new users and their preferences of the educational content we should serve.

Survey questions should be simple and easy to understand to everyone who takes it. Your audience should be able to quickly read each question and know exactly what it is asking. Avoid not only complex words but also technical language.

When asking questions, be sure to ask them in a way that doesn’t influence a biased response. For example, rather than asking, “Why do you love this product?” you may write, “What is your honest opinion on this product?”

If creating a feedback survey, you will want the most accurate response you can get. By avoiding leading words, you can precisely know what the client thinks about the products rather than being swayed one way or another.

Benefits of Product Surveys

“The main reason products fail is because they don’t meet customer needs in a way that is better than other alternatives.” Dan Olsen

Below are some best benefits of survey questions for a new product.

Getting user insights, quickly and easily

Utilizing product surveys allows you to get detailed feedback on issues that your customers find important.

Surveys are one of the most inexpensive ways to get first-hand information on customer feedback.

From there, you can make the appropriate changes to make your product or service even more valuable. 

Because the respondents are likely a majority of ideal customers, you can get a deeper understanding of what and why they buy.

Learning consumer behavior and buying habits is an essential piece of information for re-launching a current product or presenting them with a new one.

Having a product feedback tool  can make this process even more efficient. These tools will make your job easier by offering expert solutions and helping analyze the insight you get from your customers.

Also Read: What are customer insights? Definition and examples

Decision making

After you get responses to your surveys, you will have personalized statistics for your company and products or services.

Rather than throwing a product or service out and seeing how it does, you will already have an idea of how well it will do based on responses.

You and your group will be able to make more knowledgeable selections based on what your ideal client wants or needs.

When you find yourself struggling to determine what to launch next, all you will need is to take a look over the survey results and you will have your answer.

Improving user experience and satisfaction

Product surveys are a key method to improving user experience because you will know exactly what they are looking for.

By asking customers questions about your next product roadmap, they can feel like their voices matter.

If your product is lacking, people want a way to let you know. Product questionnaires are a failsafe way to hear the concerns of your customers. And, it shows that you are anxious to learn others’ opinions. A valued opinion makes for a satisfied customer. 

A customer questionnaire can also save the day when a product is faulty. If you check up on a sale and find the buyer disappointed, you can compensate your customer more quickly. 

Ideas for Creating Product Feedback Survey Questions

Every other  guide about survey questions  has some best practices, ideas and tips to be complete. Here are ours.

Product surveys should include open-ended product feedback questions to allow customers to respond in detail. In this way, project managers can better understand the customer’s perspective and true feelings.

Unlike closed-ended questions , open-ended questions provide more information. When you want to hear specific concerns or praise for a particular product, these kinds of questions will be more helpful.

You can also use product questionnaires that allow a customer to choose from a set group of answers.

Having response options can help customers who aren’t the best at articulating their needs. These kinds of questions are sometimes more helpful than vague, open-ended questions, especially if they direct your customers towards a specific concern.

Knowing when to use closed-ended or open-ended questions can help you get better product feedback surveys, with meaningful answers. Product feedback tools can help you learn the best times to use each.

The best customer feedback questions to ask are relevant and precise to the product.

Reflect to your original goals when crafting survey questions to ask about a product. You will want to also ensure that your questions are not redundant or repetitive.

Consider what you’d like to know about your product to develop some good survey examples. Does your product have flaws? Does it have unexpected benefits? How has your product made your customer’s life better or worse?

You can also compare your current product to others, such as previous renditions or versions.

In short: keep it small, keep it movin’!

Realistically, people do not get overjoyed to see a new survey to fill out. To get the most respondents, let them know what is in it for them if they answer the questions.

For example, you can mention that their answers will contribute to better products or services in the future. Or if they aren’t so thrilled with that response, you can offer incentives as well.

People also tend to offer assistance when they clearly understand why any individual is asking for their help. If you explain that you want to ensure your product is great or find a way to improve it, customers will be more likely to help you out. 

Product development questions that address why you’re asking for help will bring more sympathetic respondents.

Sympathetic participants are especially more common when you explain that you’re looking to improve a product that will, in turn, make life better for your existing customers. If your customers rely on your goods, they will be more willing to participate in a survey.

Sometimes, respondents will get partially through the survey before quitting. Even if the survey isn’t complete, there may be vital information within the filled answers.

In short: don’t throw half responses in the trash!

As you create your product remarks survey, ensure that the issuer or software program will keep track of any partial responses.

You can still gain valuable insights and knowledge from the parts filled out and may see a pattern and choose to update your survey.

Getting customers to leave some additional feedback can provide a lot of extra information.

When requesting feedback after the customer satisfaction survey, ensure that the subject line is well thought out to grab their attention.

Asking for feedback from customers after the survey isn’t necessary every time. However, adding this small detail can allow you to improve and make adjustments for the future.

When product managers undertake a data-driven method to software program product management, they obtain consumer insights that gas higher choice-making and set up higher software.

Insights for a compassionate product manager

“Product people. It’s not your job to have all the answers. It’s your job to ask the best questions. There’s nothing more dangerous than a product person who thinks they have all the answers!” Janna Bastow

Businesses that see success understand that to design an ideal product, it needs to deeply understand their clients. Having compassion and understanding can go a long way in not only ensuring customer satisfaction but gaining more insights.

Product managers will do their best work if they can find a middle ground between the business side and the consumer side. Gathering market research, survey ideas, and getting to know the customer helps to validate product decisions.

Using questions to ask customers about your product, you can learn about flaws you might have missed.

However, being non-compassionate towards your customers might encourage you to dismiss their feedback. After all, if you understand the product, surely they can too, right?

Unfortunately, not everyone who receives your product will see it the way you do.

Actually, it’s more likely that your customer will approach it completely differently from how you might expect. But, being compassionate towards their opinions can help you gather useful insights to improve your product. 

Your customers will reach out to you, no doubt about it.

Either because you sent a product survey question or out of their sheer love (or displeasure) with your product, you need to be prepared.

Make it easy for them to contact you (like with Usersnap, smashing the side feedback button), to listen to what they have to say, and to show them you care! The voice of the customer is critical to your SaaS success!

The Value of Customer Interviews and Product Survey Questions

Customer interviews and product survey questions are held in high regard by a lot of companies because it allows them to see the unfiltered impressions and views of the public, whether positive or negative.

Such in-depth and unfiltered data provides the relevant and important information needed to improve products and services.

Good Customer Interview Questions to Ask:

• Broadly speaking, what do you think of our product?
• How satisfied are you with our product generally? Why? Could you quantify your thoughts on a 1-10 scale?
• If a colleague asked about our product, how would you speak about it to them. Why?
• How would you describe your usage of our product?
• Could you state how you feel when using our product?
• Could you mention what you precisely like about our product? And dislike?
• What would be the one improvement area of our product that would help you when using it?
• Why did you choose us as a product or tool for hire?
• On a scale of 1 to 10, how satisfied are you with our customer service?

PSA: metrics and analytics influence product development!

Using various metrics to analyze the development or success of your product can help you understand which step to take next. By looking at statistics from your product surveys, you can learn what ideas people liked and what they didn’t like. 

Their initial response can help you decide whether to keep certain elements or discard them. In some cases, these responses can force you to regroup and become more innovative in presenting your product. In this way, you can increase  innovation in products by management

Product evaluation survey questions can give you proper measurements to determine the projected success of your product. However, you can also use other metrics to help influence new product development. 

By looking at the monthly recurring revenue for similar products, you can gauge how well your new product will perform. You can also look at conversion or churn rates to discover how other products excel in a similar market. 

Conclusion: drive predictive thinking for product manager innovation

Customers are predictable, and with a little research, you can get an idea of what they will want to purchase next.

Collecting valuable data with a new product survey allows project managers to understand customer behavior and create products that will suit their needs. 

Consider questions to ask as a product manager to help yourself get into the mindset of the customer. Ask yourself what kind of meaningful user experience survey questions can you derive from this role-playing exercise?

As customers notice that their needs are continually being met, they will find comfortability by routinely purchasing. Getting clear on what a customer likes and dislikes gives project managers more opportunities for innovation. 

FAQs For Product Survey Questions

Here are some common questions on the subject, and our answers.

What are 5 types of product survey questions?

Five types of survey questions are open-ended questions, multiple-choice questions, ordinal scale questions, interval scale questions, and ratio scale questions. Each type of survey question for a new product serves a unique purpose for a project manager and depends on the overall goal and questions asked.

How do you survey a product?

To survey a product, you must first set clear goals for the survey. Then, you craft questions that lead to information pertaining to a goal. Use the survey responses to collect feedback , tally the results and create statistics. These statistics and market research are useful for future product innovation.

What sort of product survey questions should I ask?

There are many questions you can ask a customer about a product, depending on what your overall goals are. Suggested questions you should seek answers for include how often the customer uses the product, ease of use, important features they need, and the problem the customer is trying to solve by using said product.

What does a product survey include?

A product survey includes a variety of product evaluation questions with the intent of gathering feedback. Utilizing product surveys allow project managers to use data from the customers for further innovation.

What is an example of a product research question?

What features or improvements would encourage you to choose our product over competitors in the market?

This question helps gather insights into what specific aspects of your product potential customers consider important and what would make your product stand out to them compared to similar options available in the market.

What are the questions on the product quality survey?

• How satisfied are you with our product’s overall quality? (Scale: 1-10)
• Have you experienced any issues or defects with our product? (Yes/No)
• Does our product meet your needs? (Scale: Not Well – Very Well)
• Rate the durability of our product. (Scale: 1-10)
• Are you content with the materials used? (Yes/No)
• Would you recommend our product based on quality? (Scale: Unlikely – Very Likely)
• Strongest aspect of our product’s quality? [Open-ended]
• Areas for product quality improvement? [Open-ended]
• Packaging satisfaction? (Scale: 1-10)
• Compared to similar products, our quality is? (Scale: Worse – Better)
• Encountered performance issues? (Yes/No)

These shorter questions still cover the key aspects of product quality and user satisfaction .

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100+ Market Research Questions to Ask Your Customers

Babu Jayaram

Head of Customer Success - ProProfs

Review Board Member

Babu Jayaram brings over 20 years of experience in sales and customer service to his role on the Qualaroo Advisory Board. With a profound understanding of sales and conversion strategies, ... Read more

Babu Jayaram brings over 20 years of experience in sales and customer service to his role on the Qualaroo Advisory Board. With a profound understanding of sales and conversion strategies, Babu is committed to delivering exceptional results and fostering robust customer relationships. His expertise extends beyond mere management, including adept handling of support tickets, overseeing internal and customer-facing knowledge bases, and training support teams across diverse industries to ensure exceptional service delivery. Read less

UX & User Research Expert

Dwayne Charrington is a UX design and user research expert who explores a wide range of topics, including lead generation, feedback management, A/B testing, survey accessibility, and emerging technologies like AI and VR.

Asking the right market research questions can help you understand your target customers and map their behavior and preferences. 

But what does it actually mean?

Let’s look at a sample from a market research survey report for mapping brand awareness:

From this simple Q&A report, you can:

• Visualize the proportions of demographic segments among your audience.
• Measure how your brand is performing in comparison to others.
• Pick the top preferred brand among the customers, explore what makes it stand out, and apply the same techniques to your brand.
• See how your target market perceives brand advertisements and promotional efforts.

Now imagine if this type of data set is available for different aspects of your business – product development, marketing campaigns, optimization plans, and more.

That’s what market research does for you.

With the evolution of customer interaction points and constantly changing market trends, more and more businesses are fueling efforts to do in-depth market research, as evidenced by the steady increase in the revenue of the market research industry worldwide.

Market research can help you develop essential business strategies and maintain a competitive advantage over other brands to increase conversions and customer base.

And it all starts with asking the right questions to the right audience.

That’s why we have created this collection of 100+ market research questions to ask your target market. Each question aims to uncover a specific attribute about your customers. You can use a combination of these customer research survey questions, interviews, and othe marketing questionnaires for customers.

We have also added key tips to help you write your own effective market analysis questions if the needed.

100+ Great Market Research Questions to Ask Your Customers

The main challenge while designing and conducting research is – “What questions should I ask in my customer research survey?

That’s why we have a carefully curated list of market research questions to help you get started.

To Explore New Product Opportunities

• What was your first reaction to the product?
• Would you purchase this product if it were available today?
• What feature would you like to see on the website/product?
• Which feature do you think will help improve the product experience for you?
• Of these four options, what’s the next thing you think we should build?
• What’s the one feature we can add that would make our product indispensable for you?
• Would implementing [this feature] increase the usability of the [product name]?
• Please let us know how we can further  improve this feature.
• What problem would you like to solve with our product?

To Collect Feedback on Existing Products

• Have you heard of [product name or category] before?
• How would you feel if [product name] was no longer available?
• How disappointed would you be if you could no longer use [Product/feature name?]
• How often do you use [product name]?
• How long have you been using [product name] for?
• When was the last time you used [product name]?
• Please rate the following product features according to their importance to you.
• According to you, In which area is this product/service lacking the most? Specify below.
• How does the product run after the update?
• Rate our product based on the following aspects:
• Have you faced any problems with the product? Specify below.
• What feature did you expect but not find?
• How are you planning to use [product or service]?
• How satisfied are you with the product?

To Segment the Target Market

Please specify your age.

• Please specify your gender.
• Select your highest level of education.
• What is your current occupation?
• What is your monthly household income?
• What is your current marital status?

• What is the name of your company?
• Where is your company’s headquarters located?
• Please specify the number of employees that work in your company.
• What is your job title?
• In which location do you work?
• Which activity do you prefer in your free time?
• Which other physical activities do you take part in?
• Where is your dream holiday destination?
• Please rate the following as per their priority in your life – Family, work, and social life?
• Are you happy with your current work-life balance?
• Do you describe yourself as an optimist or a pessimist?
• How often do you give to charity?
• How do you travel to work?
• How do you do your Holiday shopping?

To Conduct a Competition Analysis

• Which product/service would you consider as an alternative to ours?
• Rate our competitor based on the following:
• Have you seen any website/product/app with a similar feature?
• How would you compare our products to our competitors? 
• Why did you choose to use our [product] over other options?
• Compared to our competitors, is our product quality better, worse, or about the same?
• Which other options did you consider before choosing [product name]?
• Please list the top three things that persuaded you to use us rather than a competitor.
• According to you, which brand best fits each of the following traits.

To Gauge Brand Awareness

• [Your brand name] Have you heard of the brand before?
• How do you feel about this brand?
• How did you hear about us?
• Describe [brand name] in one sentence.
• If yes, please tell us what you like the most about [your brand name]?
• If no, please specify the reason.
• How likely are you to purchase a product from this company again?
• If yes, where have you seen or heard about our brand recently? (Select all that apply)
• Do you currently use the product of this brand?
• Have you purchased from this brand before?
• Of all the brands offering similar products, which do you feel is the best brand?
• Please specify what makes it the best brand for you in the category.
• Which of the following products have you tried? (Select all that apply)
• On a scale of 1 to 10, how likely would you recommend this brand to a friend or colleague?

To Map Customers’ Preferences

• Have you ever boycotted a brand? If so, which brand and why?
• What influences your purchase decision more – price or quality of the item?
• How many hours do you spend on social media like Facebook, Instagram, etc.?
• How do you do your monthly grocery shopping – online or through outlets?
• How do you search for the products you want to buy?
• Rate the factors that affect your buying decision for [product].
• What persuaded you to purchase from us?
• How likely are you to purchase a product from us again?
• Please rate the following aspects of our product based on their importance to you.
• What is the most important value our product offers to you?
• Which of the following features do you use least?
• How well does the product meet your needs?

To Map Customers’ Reservations

• Is there anything preventing you from purchasing at this point?
• What’s preventing you from starting a trial?
• Do you have any questions before you complete your purchase?
• What is the main reason you’re canceling your account?
• What are your main reasons for leaving?
• What was your biggest fear or concern about purchasing from us?
• What is the problem that the product/service helped to solve for you?
• What problems did you encounter while using our [product]?
• How easy did we make it to solve your problem?
• What is your greatest concern about [product]?
• Have you started using other similar products? If yes, what made you choose that product?

To Perform Pricing Analysis

• Would you purchase the product at [price]
• According to you, what should be the ideal price of the [product name]?
• Is our product pricing clear?
• According to you, what is the ideal price range for the product?

To Collect Feedback on Website Copy

• Please rate the website based on the following aspects:
• How well does the website meet your needs?
• Was the information easy to find?
• Was the information clearly presented?
• What other information should we provide on our website?
• How can we make the site easier to use?
• What could we do to make this site more useful?
• Is there anything on this site that doesn’t work the way you expected it to?
• How easy was it to find the information you were looking for?
• Have feedback or an idea? Leave it here!
• Help us make the product better. Please leave your feedback.

To Assess Website/Product Usability

• Are you satisfied with the website layout?
• What features do you think are missing on our website?
• What features do you not like on our website?
• Was our website navigation simple and user-friendly?
• How much time did it take to find what you were looking for on our website?
• Was it easy to find the products you are looking for?
• Was the payment process convenient?

To Uncover Market Trends and Industry Insights

• Did you purchase our product out of peer influence or individual preference?
• How do you form your opinion about our product?
• Do you follow trends of the product, or do you prefer to go with what you know?
• Do discounts or incentives impact your decision-making process?

Market Research Survey Templates

One of the easiest ways to conduct market research is to use survey templates. They can help you save time and effort in creating your own market research surveys.

There are many types of market research survey templates available, depending on your objectives and target audience. Some of the most popular ones are:

• Demographic Templates: These templates help you segment your customers based on their location. It can help you tailor your marketing strategies and offers to different customer groups.

• Consumer Behavior Templates: These templates help you keep your pulse on your target market.

Industry Insights Templates: These templates help you get detailed information about your target industry and business.

Breakdown of Different Market Research Questions

The answer choices in a market research survey question can significantly impact the quality and reliability of the response data you collect from the audience.

Some answer types help categorize the audience, while others measure their satisfaction or agreement. 

So, before listing the customer research survey questions to ask your target audience, let’s understand their types:

Multiple Choice

A multiple-choice question type lets users select more than one answer from the given options. These questions are great for collecting multiple data sets using the same question and gauging people’s preferences, opinions, and suggestions .

Single Choice

In a single-choice question, the respondent can select only one answer from the given options. This question type is great for:

• Segregating the users.
• Prioritizing product updates based on user consensus.
• Disqualifying irrelevant respondents by placing the question at the start of your customer research survey.

Matrix Match

A matrix matching grid can combine multiple market research questions into one to make the survey shorter . There is only one condition – the individual questions should have the same response anchors as shown in the image below:

The questions are arranged in rows while the answer options occupy the grid columns.

Ranking Question

A ranking question can help map customers’ preferences and set priorities for product development . This question type asks the respondent to arrange the given options in their decreasing/increasing preference.

Dichotomous

A dichotomous question poses a simple yes or no scenario to the respondent. These question types can help disqualify irrelevant people from the survey and categorize the users into two groups .

Likert Scale

Likert scale market research questions can help you measure the extent of respondents’ agreement/disagreement with the given statement . The answer options are arranged from positive to negative sentiments or vice-versa, with the neutral option in the middle.

There are two types of Likert scales: 5-point and 7-point .

Open-ended market questions let you explore the respondents’ minds without adding any restrictions to the answer . This question type is followed by a blank space for the respondent to add a free-text response.

You can add an open-ended question as a follow-up after the first question to explore the reasons for the customer’s previous answer. It also lets you collect more in-depth information about their issues, pain points, and delights.

Tools like Qualaroo offer tons of different question types for your surveys. Just pick the question and match its answer option type from the drop-down. To make it more effective, you can add branching to the survey.

How to Write Your Marketing Research Questions

It’s imperative to have a dedicated repository of market research questions for your surveys. But nothing’s better than crafting your questions.

For this, you need to sit with your team and discuss what information you require from the customers. It lets you analyze and document how much data you already have in your system, which can help set the market research scope.

We have listed some questions you need to ask yourself before asking market research questions to your potential customers or target market:

Audience Segmentation Questions

Audience segmentation questions help to size up your target market and provide a granular view of the audience . Not all customers are equal, and audience segmentation makes it possible to focus on each group individually to address their issues, fears, and expectations.

Here’s what you need to know before you start writing customer research survey questions to understand your audience:

• Do we understand the demographics of the new market we are trying to target? (Age, location, ethnicity, education, company, annual income, etc.)
• What are the locations that drive the most customers to our business? How are these locations different from others?
• What are the interests, preferences, and fears of people from our new target market? Have we addressed these situations for our current customer base?
• What are the psychographics attributes of the current customers and potential market? Are we targeting these in our campaigns?
• What are the most popular engagement channels for our customers? Which channels drive the most traffic to our website?
• Do we have enough data to perform value segmentation to separate high-value customers from low-value customers? 
• How often do these high-value customers make a purchase?

Product-Based Market Research Questions

Product-based market research questions can produce precious insights to channel into your product development and optimization strategies . You can see how changing technology affects customers’ behavior, what new features they want to see in your product, and how they perceive your products and services over the competition.

Start by gathering information about the following:

• How does our product compare to the competition based on the features?
• What products do our competitors offer?
• What new features do customers want to see in our products? Do we have a product roadmap to deliver these updates?
• What unique solutions do our products offer? What is the value proposition that reflects this offering?
• Does our product incorporate the latest technological advancements?
• What channels do we use to collect product feedback from our users?
• What are customers’ preferences while choosing our products over competitors?

Pricing Market Research Questions

Pricing analysis can help you make your product more affordable to different customer segments while maintaining the desired gross margin. It also lets you restructure the pricing tiers to provide features depending on the customers’ requirements and company size .

Watch: (1/5) Supercharge Your Revenue With Data-Driven Pricing

Your sales and marketing team can help you hone in on the market research questions to ask your customers for running pricing analysis:

• Do the customers ever complain about the difficulty in finding the pricing information?
• What is the pricing structure of our competitors for the same products? What features do they include for a specific price?
• How do customers find our pricing when compared to the competitors?
• Do our products provide value for money to the customers? Does the sales pitch reflect this point?
• Can we restructure the pricing, and how will it affect the revenue?
• Are there any customer segments that have high-value potential but find the current pricing unaffordable? What are the plans for such customers?
• Are we in a situation to offer a basic free plan to encourage customers to try our product before upgrading?
• What promotions can we run to attract more customers?
• Should we target customers based on income, company size, or type of solution to set our product prices?

Brand Reputation Market Research Questions

A brand reputation questionnaire for marketing research gives you information on how well your target market knows about your brand. You can uncover previously unidentified channels to increase brand awareness and find potential customers to promote your brand .

Start by gauging what customers are saying about your brand:

• Which channels receive mentions of our brand? Are these posts positive or negative?
• Do we have a system in place to analyze and monitor these reviews and posts?
• What are the reviews of our brand on different sites? What is the overall impression of our brand in the market?
• How are we currently addressing the negative reviews and complaints? What do our customers think about the handling process?
• What is the impression of our brand in our target market?
• What brand awareness campaigns are our competitors running?
• Is our brand among the top choices of our target customers?

Advertisement & Campaign-Based Questions

These customer research survey questions let you assess the effectiveness of your current value propositions and campaigns . You can channel the customer insights into your advertising strategies to design targeted campaigns for different customer segments to reduce the overall acquisition cost and increase conversions.

Ask the following questions to collect information about the different marketing campaigns that are performing:

• What are the best modes to run the advertisement campaigns to reach our target audience?
• What is the estimated lifetime value of customers acquired from current campaigns? Is it higher or lower than the acquisition costs?
• Which campaigns bring the most ROI and why?
• How well do our advertisements present our value proposition to the customers? Do they address customers’ fears and expectations to attract them?
• Are we running A/B tests to improve our online campaigns? How are we gathering data to build the A/B test hypotheses – surveys, heatmaps, eye tracking, etc.?
• What advertisement campaigns do our competitors run?

7 Question Types to Use in Market Research Surveys

We mentioned earlier that market research questions provide important data for different operations like product development, marketing campaigns, sales pipeline and more.

But to what extent?

Let’s break it down to individual processes and understand how insights from customer research surveys can impact them:

To Know Your Target Market

Understanding your target audience is the fundamental aspect of market research, be it a new target market or existing customers. If you know what marketing research survey questions to ask your target market, you can identify different customer types’ unique traits and preferences.

The data can help you segment the users based on demographic, psychographic, geographic, and other attributes. These include their behavior, purchase preferences, age, location, habits, delights, frustrations, and more.

You can then create various customer personas and fuel your sales strategies to maximize ROI.

Case study – How Avis increased its revenue per customer

Avis, a leading car rental company, was looking to enhance customer experience by offering useful car add-ons like navigation systems, child seats, insurance, etc., to customers with their booking. So, it reached out to AWA Digital to find a way to promote these products and increase their sales.

AWA digital implemented customer research campaigns using targeted surveys to determine which add-ons were popular among the customers and why. 

Using these insights, the team added an interstitial pop-up just before the booking page to show relevant add-ons to the customers.

This simple update dramatically increased the sales of add-on items and helped Avis generate more revenue per customer.

Read the entire case study here .

To Plan the Product Roadmap

A product roadmap is a visual representation of the current status of your product and planned updates over time. It shows a high-level summary of planned activities and priorities for different teams to take the product to the next level.

Steve Jobs famously said – “You’ve got to start with the customer experience and work backward to the technology. You can’t start with the technology then try to figure out where to sell it.”

And market research helps to align your product strategies with the customer demand. Using targeted marketing survey questions, you can gauge what new features or functionality customers want to see in your products.

It helps to plan product development strategies based on customers’ consensus to prioritize the ideas that can have the most impact on customers and replace intuition-based approaches with data-backed decisions.

Customers’ demands change with market trends and technological advancements. That’s why your product map also needs to evolve constantly with time to reflect these changes in your product development cycle.

By designing targeted market research questions to ask the customers, you can uncover their expectations to deliver optimal product solutions. 

That’s what our next case study demonstrates.

Case study – How customer research drives Twilio’s operations  

Twilio, a cloud communications platform places customer discovery and research at the core of their product development strategies. It helps its teams to anticipate customer needs in a constantly changing market.

Lack of time and budget are the two biggest challenges that the company faces in its product development cycle. So, the team uses targeted market research questionnaires for a product to understand the challenges the customers face today and the ones they will face tomorrow. 

With an abundance of ideas and no time to test them all, the feedback data from surveys is used to prioritize the hypotheses to run the tests. It makes the process more efficient and effective in producing positive results. 

This data-backed approach is used across 18 different teams at Twilio to release new functionality every week and deliver optimal solutions to the clients.

Read the complete case study here .

To Reduce Acquisition Costs

Your customer base consists of multiple customer segments with different preferences and purchase potential. That’s why you cannot sell to everyone and need to find the right audience for your products.

If an acquired customer doesn’t bring in more revenue than it costs to acquire them, it will increase your acquisition costs over time.

We don’t want that, do we?

For example, let’s say you are targeting the entire market population using the same campaign. If your acquisition cost per customer is $300 and you acquire 20 customers from one campaign, you need to make more than $6000 to register profits.

The difficulty is you don’t know about these customers’ purchase behavior and capacity, so you cannot be sure if you will reach your goals. It adds unnecessary risks to your marketing ventures.

But, if you were targeting a specific segment with high income, regular shopping habits, or proven history of brand loyalty, You can obtain better results.

Now, the question is – 

How will you separate these potential long-term customers from one-time buyers and high-value targets from other segments?

One way to do this is by building customer personas using the data from the market research survey questions. A buyer persona defines different attributes of a particular customer segment so you can hone in on the right audience to funnel your marketing efforts.

Here’s what a typical persona includes:

• Target regions
• Target demographic (age, marital status, gender)
• Ideal psychographics (hobbies, social channels, activities they indulge in, goals)
• Preferred interaction channels
• Favorite brands and products
• Total revenue till date
• Estimated lifetime value

Once you have a clearer picture of different customers, you can find high-value prospects with the potential to be long-term customers looking for product solutions that your business offers. 

You can then design the correct pitch using the market research data to bring in these customers and control the overall acquisition costs.

For example:

• Plugin the demographic and psychographic data into CRM software like BIGContacts or Salesforce to convert high-value targets.
• Use your CRM to create segmented lists of prospects based on estimated value, location, current status, and more. Then target these groups individually with personalized value propositions to increase conversion rates.
• Identify their preferred mode of communication and technographic inclinations to find the right opportunities to pitch your product offering at the precise moment.

Even if acquiring and retaining such customers costs more, their overall revenue can balance the acquisition costs to deliver higher profits.

To Design Targeted Marketing Campaigns

By knowing how your target audience behaves and interacts with your business, you can find the exact opportunities to target them with personalized campaigns.

• You can use mail campaigns to target website users with app-exclusive offers to encourage them to download your app and improve app adoption.
• Add in-app broadcast messages about upcoming offers, exclusive membership benefits, and other incentives for new users to push them towards the end of the funnel.
• Create multiple landing pages to target different customer types.
• Design location-based ad campaigns with personalized value propositions based on audience preferences and problems at each location. 

Case Study – How Canon’s campaigns generated 700% ROI

AWA digital was tasked by Canon, one of the biggest electronics companies worldwide, to assess and increase the demand for their products in different geographies. So, the AWA team conducted customer research using target market survey questions and discovered the following attributes about customers’ purchase behavior and reservations:

• In some regions, people were reluctant to spend money on a Canon camera as they weren’t sure if Canon was an authoritative brand.
• In other regions, authority was not as important to the users.

Using these insights, AWA optimized the ads campaigns’ messaging for different locations to include what consumers deemed important purchase factors.

The results?

With in-depth customer feedback, Canon generated an overall ROI of 700% in all regions using personalized campaigns to target the audience.

To Improve Brand Awareness

Whether you are into soft drinks or not, You probably would have heard of Coca-Cola’s 2011 Share-A-Coke ad. This single campaign put the Coke brand back on the map and reversed the 10-year steady decline in sales in the US.  

Coke understood what motivates their customers and delivered a product offering that appealed to the masses to increase its brand equity- the excitement to get a Coca-Cola bottle with their name on it.

How did they do it?

In 2011, Coca-Cola rolled out its share-a-coke campaign in Australia. The company debranded the traditional Coke logo from the bottle and replaced it with the phrase “Share a Coke with” followed by a name.

The campaign used the list of the country’s most popular names (nicknames). The purpose was to make people go out and find the Coke bottle with their name on it and share it with their friends. The campaign was subsequently rolled out in 80 countries.

How did it impact Coca-Cola as a brand:

• In Australia, it’s estimated that the campaign increased Coke’s share by 4% and increased consumption among young adults by 7%.
• #ShareACoke became the top trending hashtag on Twitter globally and received over 1 billion impressions.
• In the USA, the campaign increased Coke’s market share by over 2% and brought 11% more sales compared to the previous year.

It’s not limited to big brands only.  

Understanding the customers and placing your product’s value offering along with their habits, lifestyle, and behavior can help you extend your brand’s reach.

Today, there are multiple touchpoints to connect with your customers and map their journey to uncover their issues, motivations, and fears to address in your campaigns.

• Monitor brand mentions on social media and engage with the users to cultivate an online community and promote your brand.
• Reach out to satisfied customers and turn them into your brand ambassadors.
• Use targeted ad campaigns that connect people’s emotions and general behavior to imprint your brand’s image in their minds.

Quick Tips for Writing Awesome Market Research Survey Questions

With the inter-team research complete, you are ready to write your own market research questions to ask your target audience. Keep these general dos and don’ts in mind to ensure that the market survey fulfills the purpose without affecting the data quality or response rate.

Use Mutually Exclusive Response Options

If you are using response anchors with specific ranges like age group or income, check that the options do not overlap . Otherwise, it will produce an irregular data set.

Please specify your age:

In the above example, the respondent lying on either extremity of the given age ranges may get confused on which option to choose. For example, a 28-year-old respondent can choose from both second or third options.

Plus, two different respondents of the same age may select different options, which will skew your demographic data.

You can avoid this confusion by creating mutually exclusive groups as shown below:

Always Add A “Not Applicable” Or “Rather Not Say” Option

Since market research questions extract personal information, some respondents may not want to share such details with you. These include questions about age, income, gender, hobbies, social activities, and more.

Forcing such questions on the customers without allowing them to skip can irate them and lead to survey abandonment .

That’s why you can also use Qualaroo’s skip and branching logic to create smart surveys that only ask relevant questions to your respondents based on their previous answers.

Calculate the Required Sample Size

Sample size plays a vital role in your market research questions to determine the reliability of your response data.

If the response volume is low, the results may not be conclusive to point towards customers’ consensus. On the other hand, a larger sample size than required means a waste of the company’s valuable resources and time.

That’s why it’s important to calculate the required sample size to estimate the number of responses you need for your market research survey questions.

You can use any survey sample size calculator available online to get started. Just fill in the required details to get the required sample size.

For example, to reach a statistical significance of 99%, you need at least 3145 responses to your market research questionnaire.

Consider Adding Incentives

Studies show that incentivized customer research surveys or questionnaires fetch higher response rates than general surveys.

The incentives encourage customers to invest their time in a survey and get something in return.

It means creating a gated questionnaire for market research can help you reach the required sample size quickly . The incentive can be a simple discount code, free shipping coupon, free ebook, or other freebies.

However, there is a possibility that irrelevant respondents may fill out the survey randomly just to get to the offer, which may skew the results. You can use screening questions to filter out unsuitable respondents.

Avoid Double-Barreled Market Research Questions

A double-barreled question poses two questions into one. The problem with such questions is that the respondent may have opposing views about the two statements in the questions. It makes it harder for them to choose one answer from the options .

“Please rate the [product name] on a scale of 1-10 based on overall quality and price?”

Here, the respondent may find the product quality appreciable while thinking it to be overpriced at the same time. In such a case, they may skip the question or select any option randomly.

You can easily sidestep this hurdle by breaking your double-barreled market research question into two to make it less confusing for the respondents.

Importance of Market Research

We mentioned earlier that market research questions provide important data for different operations like product development, marketing campaigns, sales pipeline, and more.

Understanding your target audience is the fundamental aspect of market research, be it a new target market or existing customers. If you know what customer research survey questions to ask your target market, you can identify different customer types’ unique traits and preferences.

AWA Digital implemented research campaigns using targeted customer research surveys to determine which add-ons were popular among the customers and why.

Steve Jobs famously said – “You’ve got to start with the customer experience and work backward to the technology. You can’t start with the technology and then try to figure out where to sell it.”

And market research helps to align your product strategies with the customer demand. Using targeted customer research survey questions, you can gauge what new features or functionality customers want to see in your products.

Image Source: Slide Team

By designing targeted market research questions to ask the customers, you can uncover their expectations to deliver optimal product solutions.

Case study – How customer research drives Twilio’s operations

Twilio, a cloud communications platform, places customer discovery and research at the core of its product development strategies. It helps its teams to anticipate customer needs in a constantly changing market.

Lack of time and budget are the two biggest challenges that the company faces in its product development cycle. So, the team uses targeted market research questionnaires for a product to understand the challenges the customers face today and the ones they will face tomorrow.

With an abundance of ideas and no time to test them all, the feedback data from customer research surveys is used to prioritize the hypotheses to run the tests. It makes the process more efficient and effective in producing positive results.

Your customer base comprises multiple customer segments with different preferences and purchase potential. That’s why you cannot sell to everyone and need to find the right audience for your products.

For example, let’s say you target the entire market using the same campaign. If your acquisition cost per customer is $300 and you acquire 20 customers from one campaign, you must make over $6000 to register profits.

But, if you were targeting a specific segment with high income, regular shopping habits, or a proven history of brand loyalty, you could obtain better results.

Now, the question is –

Image Source: brightspark

• Plug the demographic and psychographic data into CRM software like BIGContacts or Salesforce to convert high-value targets.
• Use your CRM to create segmented lists of prospects based on estimated value, location, current status, and more. Then, target these groups individually with personalized value propositions to increase conversion rates.

• Add in-app broadcast messages about upcoming offers, exclusive membership benefits, and other incentives for new users to push them toward the end of the funnel.

AWA Digital was tasked by Canon, one of the biggest electronics companies worldwide, to assess and increase the demand for their products in different geographies. So, the AWA team conducted a customer research survey using target market questions and discovered the following attributes about customers’ purchase behavior and reservations:

• In other regions, authority was not so important to the users.

Whether you are into soft drinks or not, you probably would have heard of Coca-Cola’s 2011 Share-A-Coke ad. This single campaign put the Coke brand back on the map and reversed the 10-year steady decline in sales in the US.  

Coke understood what motivates its customers and delivered a product offering that appealed to the masses to increase its brand equity- the excitement to get a Coca-Cola bottle with its name on it.

• In Australia, it’s estimated that the campaign increased Coke’s share by 4% and consumption among young adults by 7%.

It’s not limited to big brands only. 

Market Research: A Key to Your Business’ Success

Market research is a vital process for any business wanting to understand its customers and market better. By asking the right questions and using the right tools like Qualaroo, you can gain valuable insights that can help you improve your products or services, enhance your customer experiences, and grow your business.

In this blog, we have shared some of the best market research questions to ask your customers, as well as some of the best customer research survey templates to find market trends and industry insights. We hope that this blog has helped you learn more about market research and how to conduct it effectively.

About the author

Dwayne charrington.

Dwayne Charrington is an expert in UX design and user research, showing a strong grasp of how to improve user interfaces and interactions. He explores a wide range of topics, including lead generation, feedback management, the importance of survey accessibility, and how new technologies like AI and VR are changing how users interact with products. He shares insights on creating clear navigation, using A/B testing to make smarter design choices, and the power of storytelling in UX. Dwayne also focuses on optimizing mobile experiences and champions privacy-by-design, ensuring users feel satisfied, secure, and valued.

68 market research questions to ask (and how to ask them)

Example market research questions, market research questions to ask customers, market research questions for product development, market research questions for brand tracking, pricing survey questions for market research, how to write your own market research questions.

No two market research projects are alike, but happily there are some tried-and-tested questions you can use for inspiration to get the consumer insights you’re looking for.

It’s all about asking questions that are most relevant to the goals of your research. Every so often the best questions are actually quite straightforward, like asking consumers where they do their grocery shopping.

If you’re creating a customer profile, you’ll ask different questions than when you’re running creative testing with your target audience, or getting insights on key consumer trends in your market.

The right market research questions are the ones that will lead you to actionable insights, and give you a competitive advantage in your target market.

Let’s kick this off and get straight into some questions, shall we?

Where do we even begin with this?! There are so many types of research and we’ll get into which questions work for each below, but here are some classic example market research questions to get you started.

These particular questions are good for surveys that you might run when you’re running some essential consumer profiling research.

• Which of these products have you purchased in the last 3 months?
• Which of the following types of >INSERT YOUR PRODUCT/SERVICE CATEGORY< do you buy at least once a month?
• Approximately, how much would you say you spend on >INSERT YOUR PRODUCT/SERVICE CATEGORY< per month?
• What is stopping you from buying more of >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• When was the last time you tried a new >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Please rank the following on how important or unimportant they are when deciding which >INSERT PRODUCT CATEGORY< to buy?
• Which of these brands are you aware of?
• Which of these brands have you purchased from in the last 3 months?
• How do you prefer to shop for >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Why do you prefer to shop online?
• Why do you prefer to shop in-store?
• Thinking about the following, how often do you use/listen/watch each of these media?
• Where do you go to keep up to date with the news?
• Which social media platforms do you use daily?
• What mobile phone do you currently own?

Surely you want to talk to your current customers to understand why they buy from you and what they think about your products?

Correct! But your consumer research should definitely not end with current customers!

Here’s why you should think about broadening your research to include other groups and different market research methods :

• Current customers: This is a must! Running research to your current customers will help you understand how you can make your product or service better. These are the people who’ve spent their hard-earned cash on your products so they have a unique perspective on what kind of value you offer. In addition, understanding why your existing customer base chose your brand over others can help you create messaging that resonates with people who are still on the fence.
• Previous customers: People who used to buy your products but don’t anymore can give you valuable insight into areas you might need to improve. Perhaps your brand perception has shifted making some customers buy elsewhere, or maybe your competitors offer customers better value for money than you currently do. These are the kinds of areas you can learn about by running research to previous customers.
• Non-customers: You should also ask people who haven’t bought your products why they haven’t. That way you’ll learn what you need to improve to bring new customers in. You should ideally ask the same kinds of questions, so that you can learn about what product features you need to work on but also things like the messaging you should be putting out there to win people over.

Here are some questions that are perfect for competitive market analysis research. Some of these questions might sound similar to some from our previous section on consumer profiling—that’s because there’s often some crossover between these types of research. Consumer profiling often refers to a more general type of research that covers similar ground to market analysis. If you’re wondering how to calculate market size , questions like these would be a great starting point.

• How often do you usually purchase >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Why do you buy >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• What types of >INSERT YOUR PRODUCT/SERVICE CATEGORY< do you buy?
• How often do you buy the following types of >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Where do you buy your >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Where do you find out about >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Which of these brands have your purchased in the last 12 months?
• How would you feel if you could no longer buy >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• How important or unimportant do you find the following topics? (e.g. sustainability, diversity and inclusion, ethical supply chain)
• What could be improved about the products you currently use?

By involving consumers in the product development process, you can make sure that your products are designed to meet—and ideally exceed—their needs.

Product market research can be done at several points in the product development process, by asking potential customers in your target market questions about existing products (yours or competitors’), prototypes, or just your own early-stage product ideas.

You can dive into the customer experience, specific product features or simply find out if the product quality matches the value proposition you’re putting out there.

Sometimes you even get a surprising answer to the question: how does our product or service help people?

You might learn from the survey responses that customers are using your product in a different way than you intended, opening you up to new target markets and different product types in the future.

Asking these questions also allows you to get feedback on your designs, so that you can make necessary changes before the product is released. Here’s some inspiration for when you’re conducting product market research.

There are different types of new product development research. A key type is Jobs to be done research. This research digs into the practical reasons people buy products—the jobs they need to get done with a specific product. You use these insights to help you create products that will genuinely help consumers, and that they’ll ultimately want to buy.

• How many times have you carried out [INSERT ACTIVITY] in the last 12 months?
• How much time would you typically spend on this [INSERT ACTIVITY]?
• How important or unimportant is carrying out this [INSERT ACTIVITY]?
• How satisfied or unsatisfied do you feel when carrying out this [INSERT ACTIVITY]?
• What is the best thing about carrying out [INSERT ACTIVITY]?
• How does carrying out [INSERT ACTIVITY] make you feel? Please select all that apply
• What particular problems or challenges do you run into while carrying out [INSERT ACTIVITY]?

When you’re cooking up your brand’s next product, you’ll want to go through a concept testing phase. This is where you ask consumers what they think about your idea and find out whether it’s likely to be a success. Here are some of the questions you could ask in your concept testing research.

• To what extent do you like or dislike this idea/product? [ATTACH IMAGE]
• What do you like about this idea/product?
• What do you dislike about this idea/product?
• Is easy to use
• Sounds tasty
• Is good quality
• Is Innovative
• Is different from others
• Purchase this product
• Replace the product I currently own with this
• What other products this idea/product reminds you of? Please provide as much detail as possible including the product name.
• What feature(s), if any, do you feel are missing from this product?
• How would you improve this idea/product? Be as descriptive as possible!
• What issues do you solve through the use of this product?
• When can you see yourself using this product? Please select all that apply.
• The price for this product is $25.00 per item. How likely or unlikely would you be to buy this product at this price?

Get inspired with NPD survey templates

Our in-house research experts have created New Product Development (NPD) survey templates to give you the perfect starting point for your product research!

Does the perspective of new customers change over time? How do you compare to other brands, and how do you become the preferred brand in your market and increase that market share?

Brand perception and brand awareness are super important metrics to track. These insights can be used to improve customer experience and satisfaction on a higher level than just product: the relationship you have with your customers.

This research can also help you understand how to reach the holy grail of branding: turning loyal customers into brand ambassadors.

You should also remember to ask marketing research questions about your brand to existing and potential customers.

Existing customers might have a different view after having interacted with your team and products, and you can use that to manage the expectations of your target customers down the line. And potential customers can help you understand what’s holding them back from joining your customer base.

Top tip: it’s completely fine (and super beneficial!) to run brand tracking into your competitors’ brands as well as your own. Replicating research for different brands will give you a tailored benchmark for your category and position.

Here are some key questions to ask in your brand tracking research.

• Which of the following, if any, have you purchased in the past 12 months?
• Thinking about >INSERT YOUR CATEGORY<, what brands, if any, are you aware of? Please type in all that you can think of.
• Which of these brands of facial wipes, if any, are you aware of?
• Which of these facial wipe brands, if any, have you ever purchased?
• Which of these facial wipe brands, if any, would you consider purchasing in the next 6 months?
• e.g. Innovative
• Easy to use
• Traditional
• We’d now like to ask you some specific questions about >INSERT YOUR BRAND<.
• When did you last use >INSERT YOUR BRAND<?
• What do you like most about >INSERT YOUR BRAND<?
• What do you like least about >INSERT YOUR BRAND<?
• How likely would you be to recommend >INSERT YOUR BRAND< to a friend, family or colleague?
• Why did you give that score? Include as much detail as possible
• In newspapers/magazines
• On Instagram
• On Facebook
• On the radio
• Through friends/family/colleagues
• When did you last use >INSERT MAIN COMPETITOR BRAND<?
• How likely would you be to recommend >INSERT MAIN COMPETITOR BRAND< to a friend, family or colleague?

Kick off your brand tracking with templates

Track your brand to spot—and act on!—how your brand’s perception and awareness affects how people buy. Our survey templates give you the ideal starting point!

When it comes to pricing your product, there’s no need to wing it—a pricing survey can give you the insights you need to arrive at the perfect price point.

By asking customers questions about their willingness to pay for your product, you can get a realistic sense of what price point will be most attractive to them and, not unimportant, why.

Top tip: good pricing research can be tough to get right. Asking how much people would theoretically be willing to pay for a product is very different from them actually choosing it in a shop, on a shelf next to competitors’ products, and with a whole load of other economic context that you can’t possibly test for. Price testing is useful, but should sometimes be taken with a pinch of salt.

Here are some questions you could use in your pricing research.

• Which of the following product categories have you bought in the last 12 months?
• How often do you currently purchase >INSERT YOUR CATEGORY<?
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be so expensive that you would not consider buying it? (Too expensive)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be starting to get expensive, so that it is not out of the question, but you have to give some thought to buying it? (e.g. Expensive)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be a bargain—a great buy for the money? (e.g. cheap)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be priced so low that you would feel the quality couldn’t be very good? (Too cheap)
• How much do you currently pay for >INSERT PRODUCT CATEGORY<? Please type in below
• Thinking about this product, please rank the following aspects based on how much value they add, where 1 = adds the most value 10 = adds the least value.
• Thinking about the product category as a whole, please rank the following brands in order of value, where 1 is the most expensive and 10 is the least.

Formulating market research questions can be tricky. On the one hand, you want to be specific enough that you can get tangible, useful answers. But on the other hand, you don’t want to ask questions that are so difficult or unclear that respondents will get frustrated and give up halfway through.

Think about what answers you need and what actions you are hoping to take based on those answers.

We’ll help you get started with a list of steps to take when formulating your own market research questions, and putting them together in a survey that makes sense.

1. Define your research goals and link them to actions you can take

Before you can write great market research questions, you need to know what you want to learn from your research.

What are your goals? What do you want to find out? Once you have a clear understanding of your goals, you can start brainstorming questions that will help you achieve them.

2. Know your target market and the language they use

Who are you conducting market research for? It’s important to know your audience before you start writing questions, as this will help you determine the best way to phrase them.

For example, if you’re conducting market research for a new product aimed at teenagers, you’ll want to use different language than if you were conducting research for a new financial planning service aimed at retirees.

3. Keep it simple, and break things into smaller pieces

Don’t make your questions too complicated. Stick to simple, straightforward questions that can be easily understood by your target audience.

The more complex your questions are, the more likely it is that respondents will get confused and provide inaccurate answers.

If you feel a question is too difficult, see if you can break it up into smaller pieces and add follow-up questions on top.

And don’t ever load two questions into one! This falls into Consumer Research 101, but it’s amazing how often it happens. Instead of ‘What’s your favorite chocolate bar, and why?’ ask two questions: ‘What’s your favorite chocolate bar?’ and ‘Why is this your favorite chocolate bar?’

4. Be super specific

Make sure your questions are specific enough to get the information you need. Vague questions will only lead to vague answers.

For example, instead of asking ‘What do you think of this product?’, ask ‘What did you think of the taste of this product?’ or ‘What did you think of the packaging of this product?’.

5. Avoid leading questions

Leading questions are those that suggest a particular answer or course of action. For example, instead of asking ‘Do you like our new product?’, which suggests that the respondent should like the product, try asking ‘What are your thoughts on this product?

This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction. It’s also brand-neutral: people answering this question will have no idea who’s asking, and their opinion won’t be biased as a result.

6. Make sure your question is clear

It’s important that your question is clear and concise so that respondents understand exactly what they’re being asked. If there is any ambiguity in your question, respondents may interpret it in different ways and provide inaccurate answers.

Always test your questions on a few people before sending them to a larger group to make sure they understand what they’re being asked.

7. Avoid loaded words

Loaded words are those with positive or negative connotations that could influence the way respondents answer the question. For example, instead of asking ‘Do you love this product?’, which has a positive connotation, try asking ‘What are your thoughts on this product?’

This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction

8. Make sure the question is answerable

Before you include a question in your market research survey, make sure it’s actually answerable. There’s no point in asking a question if there’s no way for respondents to answer it properly. If a question isn’t answerable, either revise the question or remove it from your survey altogether.

9. Use an appropriate question type

When designing your market research survey, be sure to use an appropriate question type for each question you include. Using the wrong question type can lead to inaccurate or unusable results, so it’s important to choose wisely. Some common question types used in market research surveys include multiple choice, rating scale, and open-ended questions.

10. Pay attention to question order

The order of the questions in your survey can also impact the results you get from your research. In general, it’s best to start with more general questions and then move on to more specific ones later on in the survey. This will help ensure that respondents are properly warmed up and able to provide detailed answers by the time they reach the end of the survey.

Make smart decisions with the reliable insights

To make sure you make smart decisions that have real impact on your business, get consumer insights you can rely on. Here’s our rundown of the top market research tools.

Survey questions for market research are designed to collect information about a target market or audience. They can be used to gather data about consumer preferences, opinions, and behavior. Some common types of market research survey questions include demographic questions, behavioral questions and attitudinal questions.

There are many different types of market research questions that companies can use to gather information about consumer preferences and buying habits. They can be divided into different categories, like a competitive analysis, customer satisfaction or market trends, after which you can make them more specific and turn them into survey questions. These are some of the things your research questions can help you answer: – What is the target market for our product? – Who is our competition? – What do consumers think of our product? – How often do consumers purchase our product? – What is the typical customer profile for our product? – What motivates consumers to purchase our product?

When conducting market research, surveys are an invaluable tool for gathering insights about your target audience. But how do you write a market research questionnaire that will get you the information you need? First, determine the purpose of your survey and who your target respondents are. This will help you to write questions that are relevant and targeted. Next, craft clear and concise questions that can be easily understood. Be sure to avoid ambiguity, leading questions and loaded language. Finally, pilot your survey with a small group of people to make sure that it is effective. With these tips in mind, you can write a market research survey that will help you to gather the crucial insights you need.

Elliot Barnard

Customer Research Lead 

Elliot joined Attest in 2019 and has dedicated his career to working with brands carrying out market research. At Attest Elliot takes a leading role in the Customer Research Team, to support customers as they uncover insights and new areas for growth.

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What is Product Development Research and how to do it?

Product Marketer at Zeda.io

Jacob Koshy

Created on:

January 11, 2024

Updated on:

May 2, 2023

Transform Insights into Impact

Build Products That Drive Revenue and Delight Customers!

66% of customers expect companies to understand their needs. But how do you understand the needs and demands of your customers? 

This is where product development research comes in. It not only helps the product managers to understand customer needs but also enables them to address these requirements in perfect ways. In return, product managers can drive higher customer satisfaction, loyalty, and high revenue. 

Let us discuss everything you need to know about product development research.

What is Product Development Research?

Product development research is the process of crafting, developing, and selling a product. It includes the crucial steps of market research, user research, and also coming up with a marketing plan to market the product to prospects. It also refers to tracking the progress of a product you are currently working on, its appeal to the target audience, and identifying potential changes you need to make to make the product more attractive.

Development cannot take place in isolation from research. It is a crucial process that directs the development of a product. It helps you to identify, understand and analyze consumer needs so that you can cater to them accordingly and increase your desirability in the market. It includes the processes of concept testing, loyalty testing, and many other tests that validate the product.

Why is Product Development Research important?

Product development research lays the groundwork for all the important functions of product development, marketing, and sales. It makes sure all your activities are data-driven and not just based on assumptions, minimizing the chances of errors. 

Let us try to understand why product development research is important with the following points.

• It ensures you are giving your customers what they really want. Sometimes you may have a different idea of the benefits and features that you want to offer your customers, which they might not even need. Research saves you from committing errors like this and ensures you don’t waste resources.
• It helps you identify customers and market trends so that you can devise your strategies accordingly.
• It helps you to identify gaps and drawbacks in the current development plan and helps you brainstorm and analyze ways to improve.
• It enables you to forecast the demand for the product and develop unique ways to promote, market, and sell.
• It allows you to identify specific features that customers might be willing to pay more for and help you figure out ways for increasing customer loyalty.

How does the product development research process looks like?

There are primarily 3 broad stages of product development research. Let's discuss.

1. Exploratory research

This occurs in the earliest stage of product development research. During this time, you have no idea of what your product is going to look like, what features it will have, or what will be the pricing structure. In this stage, you explore ideas and dig into data around customers to understand their pain points and needs. 

Idea generation

When you are at the first stage of product development, you generally have no direction. The research will help you to lay the foundation of an idea and how to work around it. This process should focus on answering these vital questions.

• What type of product do you want to build?
• Who is the target audience?
• What do they really need?
• How can you address their need with your product?
• What segment of the market would you like to target?

Idea screening

This will help you evaluate potential ideas based on the criteria gained by market research. For example, if you have a new idea, the screening will help you test the feasibility by evaluating the budget requirements, relevance, constraints, risks, and challenges.

It starts with the generation of an ‘idea’ or ‘ideas’. It can come from you or your team members or anyone who is involved in the development process. Once you have the idea, you have to evaluate it against special criteria like benefits/value, target audience, complexity, profitability, and market situation. If the idea shows potential even after weighing against each criterion, you need to gather evidence-based resources to support that idea. You can start doing qualitative and quantitative research to understand prospects' points of view. After compiling all the important research data, you can now start refining your ideas into actual product concepts.

Evaluative research

Ideas that emerged during the previous stage will be scrutinized in this stage. This will help you identify the ones that are worth moving forward and discard the ones that aren’t promising enough. Data collection through surveys can be one of the methods used in this stage to gather details about your product concept.

Concept development and testing

It is the process of gathering information and insight about your product concept from the target audience. It helps you adjust your vision and ideas based on the results of the research.

Market research 

This process is essential to examine the different forces of the market that not only pertain to the customers but also competitors, economic stability, government policies, and all other factors that can influence the lifeline of the product. 

2. Iterative research

This stage is to analyze and refine your product to ensure it appeals to the customers. Iterative research is detailed and in-depth and focuses on developing the critical features of the product. It can start from testing the different versions of the product to finalizing the packaging.

Development

The development of the product initiates in this stage. From the technology stack to the product labels, everything is analyzed and planned in this step. All the team members pool in their ideas and start working on developing the product after it has been approved.

Before the product is launched in the market, tests are conducted to test its performance of the product. This may include evaluating the product’s performance, safety, quality, and compliance with standards. 

Commercialization

This is the final step when the product is introduced in the market.  Before launching the product into the market, all the important factors like pricing, packing labels, marketing, and sales channel are decided.

How to perform Product Development Research effectively?

As a product manager, you cannot afford to mess up product development research. All the steps should be carefully planned and executed to ensure success. Make sure to read the steps attentively to know all about conducting effective research.

Step 1: Ideation

Ideation is the process of identifying the type of product you want to build. Suppose you have recognized an opportunity for introducing a new product in the market, but are unsure about what type of product you want to create. This is when you can hold internal sessions with your team to discuss the idea and concept of the product. The processes of combining, adapting, substituting, eliminating, and rearranging will play a crucial role in creating the perfect product idea.

Step 2: Market research

Market research means collecting information and analyzing the crucial players in the market. From competitors, target audience, geographical location, and economic stability to government policies, you have to have a thorough understanding of the market landscape to develop a strong product strategy .

Step 3: Demand analysis

The demand for a product drives the financial decisions of a company. Knowing the demand for a particular product is essential to know the feasibility of a particular product. If a product has low demand, there is no use in investing in the product. Conducting demand analysis will give you information about how many units you need to produce, which are the geographical area you need to target, and forecast your revenue from the product.

Step 4: Concept testing and validation

After you have gathered all the best ideas for product development, it is time to test and validate it. This focuses on clarifying  the idea of the product by focusing on questions such as-

• Is the concept understood by the team?
• What pain points can be addressed by the product?
• Who will the product users be and how will they use them?
• What are the possible strengths and weaknesses of the product?

You can validate these questions by conducting qualitative research to test the viability of the product in front of your prospective customers in the form of surveys or interviews.

Step 5: User experience research

User research or UX research is the process of discovering user behavior, motivation, and need of your customers through analysis, observation, and other types of feedback . It will help you dismiss assumptions and find common information about target customers, and recognize their needs and requirements.

Step 6: MVP research or prototype research 

A minimum viable product or MVP is a model of the product with enough features to allow customers to use it to validate the product ideas.  Creating an MVP and letting early adopting customers use it will help you get an insight into the product experience from their feedback.

Step 7: Pricing research

Pricing research will help you determine an appropriate price for your product. A suitable price should neither be too low as it will impact your profit margin nor too high to make it unaffordable for the consumers. Research will help you come up with a suitable price that appeals to your consumers while ensuring profit. 

Step 8: Competitor research

Competitor research is one of the important steps you cannot miss at any cost. Researching your competitors thoroughly will give you a base for comparison so that you can develop your own unique strategy for product creation and promotion. You can research your competitors from various sources like social media, google search, software listing sites, etc.

Step 9: Satisfaction and loyalty research

Satisfaction and loyalty research is vital to understanding the user experience of your product. Once you have launched your product, feedbacks are most likely to come in. You have to carefully analyze and address those feedback in a way that leaves the consumers content. 

Best Practices while doing Product Development Research

Here are some of the best practices you should follow to get the most effective results from your product development research.

1. Dig deeper into consumer needs

Just identifying the needs of your consumers based on a survey is not enough. You have to dig deeper into their needs to have a comprehensive understanding. 

What kind of challenges do they face? What are they looking for in a product? How much are they willing to pay? What section of consumers will use your product? All these questions will help you create a viable product. 

2. Involve customers in your development process

There is no one better than the customer to show you what and how they want in a product. They are the ultimate users of your product so involving them in the development process will only increase the chances of success. You can generate polls, surveys, and feedback sessions to ask prospective customers about their ideas and opinions. 

3. Expand your research horizon

Generally, you research only the targeted market and location while developing a product. It helps you get specific insights into the market you want to operate in. Broadening your research horizon is necessary to help you get a thorough understanding of the perceptions related to your product. Don’t limit your research to the target market, try to understand the national and international scenarios related to your product.

Product development research is not as complex as it sounds if you know how to do it correctly. If you know how to address their pain points in the most appropriate and innovative way, you already know you are way ahead of the competition. 

Zeda.io is there to support you in your product development research process. It is the ultimate product management tool to help you build the right product for your consumers. Check it out now!

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• How to conduct effective product research

Last updated

27 March 2023

Reviewed by

Product research is a continuous process from the early stages of product development through testing a beta product to follow-up once a product is released. It evolves throughout, ensuring the product meets customers' needs and how it can be improved moving forward.

• What is product research?

Product research begins with a concept of the product and helps determine if that product is viable and has a place in the market.

There are certain stages to product research; how many you need depends on whether you are developing a brand-new product or refining an existing one.

Stage 1: Is there a market?

The first step in developing a new product is to determine if there is a market. You must determine who your customer will be and what pain point your product solves. You also need to establish who your competitors are and how their products meet or don't meet your customers' pain points . 

What differentiates your product? If there’s an opportunity, how large is the potential customer base ? Can it do a better job?

Stage 2: Does your prototype/beta meet the needs of customers?

Once you know you have a market, you need to test the concept of your product to determine if it meets the needs of potential customers. This may take several rounds of testing, tweaks, and iterations before people can use the solution without help or prompt. Then it is ready for development.

Stage 3: Soft release

Once you have a workable product, you release it to a targeted group of potential customers to determine how it works in the real world. At this point, you are looking for bugs, feedback, and suggested improvements, so you can make necessary changes before the release of the final product.

Stage 4: Post-release follow-up

After releasing your product, you can't just drop product research. You need to determine how much customers like the product, what improvements they would like to see in future versions, and how their needs might change in the future. In other words, as long as you’re trying to sell your product in a dynamic, fast-paced market, you need to continue doing project research to keep up with changing minds and markets.

What are the main elements of product research?

The key elements of good product research are:

Historical research about your industry

Establishing competitors and their products

Reviewing your concept to determine its validity

Testing your product prelaunch

Surveying following the release of your product to target improvements

• Why is product research necessary?

Developing a product or trying to improve one without product research is like target shooting in the dark—you might hit the target eventually, but your chances are much greater if you have a bright spotlight shining on the bullseye. In the product space, missing the target will cost you more than just bullets. You will spend incredible amounts of time and money while your competitors are getting ahead of you.

Product research creates that bright spotlight by allowing you to:

Learn about your customers

Understand their pain points

Develop a product to best resolve those pain points

Know how to market your product to address those pain points

Without research on those issues, you're making uneducated guesses about what your customers need . You can never satisfy a customer if you don't understand their requirements.

• Types of product research

Product research is conducted through many channels. The more thorough the research, the better your chances of developing a product that will appeal to your potential customers. Types of product research are varied, including:

Sourcing historical data from trade associations and research groups

Running customer surveys , interviews, focus groups , etc.

Having beta and soft releases where customers use your product and provide feedback

Gauging how satisfied customers are with the final product

Looking ahead to improvements that will keep the product fresh in the future

We’ll look at these in more depth later in the article.

What’s the difference between market research and product research?

Let's say you have the idea to develop a calendar app for small service businesses, such as hair stylists or nail salons, that allows customers to schedule their own appointments. Market research will help you determine such aspects as:

What competitors are in the market

How their calendars are serving small businesses

Whether their price point is an issue

Whether glitches allow calendars to double-book appointments

Whether existing calendars work for multi-seat businesses

Once you have a handle on the market you’re stepping into, you can start product research by testing your solution with your potential users. Again, it’s a good idea at this point to also research and brainstorm with your users about what they’d ideally like to see. This way, your concept isn’t just your idea, but one already validated by the very customers you’re hoping to target.

Next, you can test your prototype with users, make the tweaks and eventually release your product to the world, keeping tabs on its validity.

By including product research at every step in the designing and releasing process, you can ensure the user interface is easy to understand and use, and ultimately solves the problem users need it to again and again.

• Benefits of good product research

Good product research guides every step of product development. It gives everyone in your company the necessary tools to develop a product that meets customers' pain points and achieves your business goals.

The benefits of good product research include:

Allowing you to identify potential customers and their pain points

Guiding the development of a product that meets those pain points

Preventing you from wasting time and money on activities that don't meet those pain points

Testing your product in real-world situations to determine if it meets its goals

Saving you from developing unwanted products

Keeping you ahead of your competition by knowing what customers need, direct from the source

The exact method for conducting effective product research will vary by product and market, but following these four methods will lead you to the best results:

Use accurate, unbiased data collection methods

You're starting your product research with the hypothesis that the product you envision will solve your customer's pain point in the best way. But that's just your hypothesis. To test your theory, you must conduct accurate, unbiased research.

Sometimes this means letting a third party handle your customer surveys and focus groups. Survey recipients or focus-group respondents are more likely to give honest feedback to a third party.

A third party can help you craft survey questions that will give you honest answers, not the answers you are hoping or expecting to hear about your product.

Developing a product with inaccurate information is as bad, if not worse, than developing a product with no product research.

Conduct a thorough competitive and comparative analysis

As you enter a market niche, you need a thorough understanding of where your competitors stand and how they are serving and not serving your potential clients. This is a competitive analysis .

Your potential customers may have other options for addressing the same need but not in your niche market. Understanding how those options could affect your product is a comparative analysis .

For example, if you think you can build a better tennis racket to serve players who only play occasionally, you'll need to compare your product with others at a fairly low price point to develop a competitive analysis .

But maybe your potential customers feel their exercise needs can be equally filled by playing pickleball or badminton. Determining how your product would fare against those products would be a comparative analysis.

Leverage existing research material

You don't have to reinvent the wheel to conduct quality product research. Trade associations, academics, research groups, and government agencies may have already done much of the heavy lifting. These groups often conduct thorough research on marketplace analysis, trends, and projected changes.

Studying social media and influencers in your field can help you stay current with product development and gain foresight on when a product might be going obsolete.

Base your research on your business goals

At this point, we hope it’s apparent how critical product research is, but you shouldn’t do research without knowing why you’re doing it. To make research as effective as possible, it must be structured against business goals. These should be measurable metrics with associated dates and timelines, with clear processes or tools with which to check them.

A basic example is increasing the number of visitors to your marketing site. To set a proper goal metric, you should be explicit. For example, “By April 25, new visitors to our marketing site should increase by 10% from the 5,000 we’re currently receiving every month.” If this is announced to your marketing team in January, they can request research be carried out that will determine exactly what would give them this result. Knowing the goal, researchers will know what research methods would work best and the timeline and scope they’re dealing with.

As a bonus, working with metrics can virtually eliminate unnecessary heavy management and ultimately give your team the autonomy they need to succeed. They will know without guidance if they’re off target and will be empowered to determine what steps are needed to realize the goals you want your team to achieve.

• Methods of product research

Many methods of product research are available. Use a range of these to get the full picture of how your product should be developed and/or improved to meet your potential customers' pain points.

Concept testing

Often, before even designing a product, you might want to test the concept before spending money and time developing a non-starter. Once you have identified potential customers or people using a competitor's project, you can pitch the concept of your product to them to determine if they feel it could fill their needs.

Concept testing can be done through surveys or interviews. Bear in mind that interviews could give you more back-and-forth feedback that would be beneficial to growing your product beyond its initial concept.

Price testing

Price testing should be conducted at an early stage to determine where your product might fit in your industry, but it should remain open to further testing down the line as the product becomes more concrete. As you make improvements to your product over time, the market might bear a greater price than your initial research suggests.

Finally, there are several testing methods you could use to encourage purchases, for example, using anchoring to list prices next to more costly packages or products to make them seem more affordable.

Product tests

Once you have developed a beta version of your product, you'll want to begin product testing with some potential customers you discovered in your early research. These customers must test the product in real-world situations to determine if it works as designed, contains any glitches, and meets their pain points.

Their input will guide improvements that need to be made before you launch your final product, with continual validation and checking of analytics post-launch. Your product should stay fluid and your product process iterative.

Focus groups

Focus groups can be used at various stages of product development to give direct feedback about your product.

They can be composed of potential customers or other experts in your field, such as academics, researchers, or retired executives who could give a more defined analysis of your product than potential users. They can also be a mix of users who have or have not had experience with your product to offer new insights and perspectives.

Product surveys

Product surveys provide useful feedback after the release of your product, as real-world users can give more detailed information about the product’s pros and cons. You can better address how your product performs in comparison to your competitors’ and identify improvements in the next version of your product.

What are product research questions?

Product research questions are the questions you ask potential customers through interviews, surveys, or focus groups, to determine their pain points and how a product can meet those pain points.

Having a third party help you develop these research questions will take the bias out of the equation to ensure you are getting accurate data.

• How to measure the success of your product research

With measurable metrics in place, your research efforts will be much more likely to help your team achieve its goals. However, it’s important to remember research in and of itself shouldn’t be measured as successful just because you’re aiming for these metrics. Good research should remain unbiased and seek the truth, rather than continually bringing your team great news.

If you really want to hit your success metrics, you need to focus on using the correct research methods, rules, and tools to seek truthful answers to the questions you’re asking. This is when research can be deemed successful.

Judging your product research will become more clearly defined once you have clear questions based on the business metrics you’re aiming for. Sometimes your first research method won’t find the answers, but it will always show you what you didn’t know before and often lead you to what you should do next. Conduct the necessary follow-up research and let the results guide you.

Once you have the answers you need from the research, the insights should enable you to move ahead with product development.

Ask yourself the following questions to judge whether your product research has been successful:

Have you structured the best design methods so that the resulting data can help the necessary stakeholders work toward the business goals?

Have you been able to make actionable suggestions to teams based on educated and data-backed solutions?

Have you been able to understand the problem statement more clearly after analysis?

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• Market Research

How to write effective market research questions

• October 31, 2022

Every business owner wants to get into the head of their audience, as it makes a business successful. That is why primary data is valuable, and every blog you read suggests asking the right market research questions. 

The right questions will give you a way into the psyche of your customers, driving your business in the right direction, but how do you create the perfect market research questionnaire? 

In this article, we will share some interesting tips and examples of market research questions that would help you speed up your market research process.

Types of market research questions.

Market research is a tricky game for someone who is just beginning. There are many moving pieces and cogs to handle, which can sometimes get overwhelming. 

 While it is crucial for decision-making and should be prioritized, many people make the mistake of rushing the process. They forget that if they do not create a contextual market research questionnaire, it can make the insights inconclusive or confusing. 

A market research survey should have questions based on your market research goal. This will help you get qualitative insights from your audience. Here are the types of questions you can ask your audience: 

Multiple choice questions 

You must have tackled MCQ quizzes in your high school or college. When doing market research, these questions are useful when you need to cast a wide net and understand the different opinions (or options) a respondent has. For example, the types of credit cards they hold and use frequently. 

Single choice questions

Single-choice (or radio button) questions give users only one choice to select from a given list. These questions are suitable when you want to:

• Segment your customers.
• Discover critical pain points.
• Qualify your respondents for the following survey segments.

You can also use these questions for product development or customer satisfaction surveys. For example, asking users which features they hate or like to see in future updates. 

Matrix grid questions 

A matrix question grid is usually seen in customer satisfaction surveys but can be used in market research questionnaires to shorten the surveys. 

Here’s an example of a matrix question: 

Ranking questions

Ranking questions ask the respondents to prioritize their opinions or choices in order of preference; for example, what is the most important criterion for you while booking a room in a hotel?

• Location 
• Amenities 
• Customer Ratings

Customers can rank their preferences by moving the options up and down. These questions help understand a respondent’s preferences and choices, which can be crucial for marketing campaign planning, copywriting, and creative decision-making. 

Open-ended questions

Open-ended questions are straightaway questions that ask respondents to write out their answers directly. These are free text responses that one can share to explain the reasons for their last response or freely share opinions. 

Such answers do not have a definitive structure and can be hard to analyze at scale. Many modern market research tools use sentiment analysis features to categorize open-ended responses. 

For example, GapScout can help you unearth trends and the general sentiments from online customer reviews. 

Market research questions for segmenting your audience.

Segmentation divides your target audience into categories to personalize marketing campaigns, improve the value proposition, or delight users with contextual information or offers.

Market research with segmentation as an objective should have questions that give you granular-level insights about your audience, their preferences, and their character traits.

Ideally, segmentation questions should aim to gather insights about demographics, psychographics, or behavioral characteristics. 

Before writing market research questions for segmenting audiences, you should find answers to questions like:  

• What locations are the most popular among customers? 
• What are our existing customers’ interests, preferences, fears, and aspirations? 
• Do we have existing data on the demographics of our ideal target audience? 
• Have we segmented our customers before? If yes, how is the current situation different from before? 
• Are we expecting to prove any hypothesis regarding customer expectations, pain points, or aspirations? 
• How do our customers find out about us? 

Once you write out the answers to the above questions, you will have ample ideas on how to structure your market research survey. If you are still clueless, here are a few questions to help you get inspired. 

Segmentation market research question examples: 

• Are you open to trying new experiences, or love sticking to your regular brands? 
• What is your hobby? What do you enjoy in your leisure time? 
• What kind of food do you like? 
• Where do you research before going for a big-ticket purchase? 
• How much money do you usually spend on x (product)?
• What is your primary source of information? 
• Are you married? If yes, how many children do you have? 
• Where do you shop for your monthly groceries? 

Market research questions for product development.

A lot of data goes into developing a new product. So, conducting market research for product development is essential, as it gives you enough information about what your customer wants to see in a new product. It also helps you understand the perception of your product over competitors and will also help you prioritize your product roadmap. 

When planning to conduct market research for product development, ask yourself: 

• What products are currently available in the market? 
• Are the users dissatisfied with existing offerings? 
• How does your product compare to other products available in the market? 
• What are the pain points no one is solving for customers? 
• Do you have the resources to build a customer-centric roadmap and deliver a unique product? 
• What value proposition can you offer? 
• How to gather customer feedback from the existing users (of competitors)? 

You can use GapScout to conduct market research from existing product reviews of competitors to get deep insights into what users want. These insights will help you identify the opportunity gaps in the market that you can confirm by asking on-point questions in your market research questionnaire. 

Product development market research question examples:

• Which features are most valuable to you when you use xxx (product)? 
• What challenges do you face with XXXX ( your industry, for example, organic skincare brands)?
• What do you wish XXXX (product/service) had that it currently does not?
• What tools do you use at your job or in your daily life? 
• What brand/company do you turn to when you have xxxx problem (your pain point)?
• How often do you use a product/service during the day/week/month?

Market research questions for pricing strategy. 

An on-point pricing strategy is one of the most critical elements for the success of your business because this will drive revenues. Pricing market research to understand consumers’ interest in paying for something will ensure long-term success. 

Accurate pricing market research can help you stay profitable, attract more users, and keep growing through various business cycles. Before starting market research, ask yourself: 

• Have your existing customers ever complained about your price? 
• How do the competitors charge for their products, and what features do they offer? 
• How is the perception of your current pricing plans in the eyes of customers compared to competitors? 
• Do your products offer value for money for customers? 
• How will restructuring the price affect the revenue or profit margins?
• Is there any room for cross-selling or upselling among the existing customer group? 
• Can we offer a free tier, plan or demo to attract more customers? 

The answers to the above questions will give your market research a clear direction about what to ask. For example, suppose you know your customers charge less than you and your customers feel cheated because of this. In that case, you can create a direct question about how disappointed they are and then take corrective actions to delight future users. 

Pricing market research question examples:

• Would you purchase the product at xxx price? 
• What do you think about the cost of xxx (category or product) in the market? Is it costly, cheap, or justifies its worth? 
• What sort of customer service would you expect in return
•  if you have to pay for a service or product every month? 
• Are you confused about the pricing of xxx (competing product)? 

Market research questions for branding & marketing

Whether you are branding for a small business , startup, or enterprise, you will need detailed inputs and information about your target audience. Market research for branding and advertising helps you analyze the effectiveness of your current campaigns and provides inputs for future marketing strategies. 

A standard market research questionnaire would help you generate ideas, gather inspiration, and optimize your overall marketing/branding strategy. Here’s what you should keep in mind when you are planning market research for branding or marketing: 

• What are our best-performing advertising and marketing channels currently? 
• Do we have a brand recall or desired visibility? 
• Do we achieve the desired ROI? If not, what is stopping us from attaining efficiency or effectiveness? 
• Do our customers associate the brand with the value proposition we offer? 
• Are our positioning and communication precise enough for customers to understand how we address their fear and apprehensions? 
• Are our competitors performing better in terms of marketing? If yes, what channels are they most active on? 
• Are we running A/B tests or conducting conversion optimization for our existing marketing efforts? 

Branding & marketing research question examples:

• What is the first thing that comes to mind when you hear the word ‘xxx’ (your brand name)? 
• Where did you first hear about XXXX (your brand name)? 
• If XXXX (name of your brand) was a person, how would you describe them? 
• Will you pick xxx (the product) from an online store or an offline retailer? 
• Look at the video clip. What do you think right after you finish seeing the video? (for perception analysis of a new video campaign) 
• When you see it online, will you click on Banner A or Banner B? (linked with banner options) 

Best practices for writing market research questions.

• Create multiple-choice questions with mutually exclusive options: Do not create overlapping options for MCQs. For example, if you are asking about the age, make sure to have exclusive options such as 10-17, 18-24, 25-34 and so on. This will make sure your data is not skewed. 
• Calculate the required sample size beforehand: You should know how many respondents you need to gather conclusive findings. The best way is to use an online sample size calculator that helps you account for the margin of error and confidence level of respondents. This way, you will have desired data without wastage of resources. 
• Keep questions straightforward: Every question should be written with the intention of gathering one clear insight. There should not be more than one question about the same issue. This will make your life easier and improve the quality of the data you gather. At the same time, do not add double-barreled questions to the survey that confuse a respondent. 

Save time with GapScout. 

Conducting a compelling and conclusive market research survey is time-consuming and costly — something not every entrepreneur can afford, especially at the early stages. Even with the most accurate questions to gather insights, human errors can lead to inconclusive results. 

A better way to conduct market research for your business is to use online customer reviews to gather insights. GapScout helps you scan real customer reviews in your industry and provide deep insights on customer pain points, expectations, need gaps, and opportunities in the market. 

Use GapScout to save time gathering insights and start optimizing your business plan and operations within hours. 

Also Read: 

• Market Research vs Marketing Research
• Market research process
• Market research for startups  

Ready to Automate Your Market Research? Get exclusive access to GapScout prior to release!

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Critical Questions for New Product Development

• Posted on: February 28, 2024
• Topic: Corporate , Product Lifecycle

While 40% of new products fail within the first year, yours don’t have to.

Identify early signs of failure by asking simple but critical questions during your new product development. Evaluating your products or services against key performance indicators allows you to adjust for success — saving time, money, and resources from a failed launch.

Discover the key questions you need to ask and the KPIs to pass for a successful product launch.

Download our infographic, critical questions for new product development for:.

• Guidance on each phase of the NPD process
• Key questions to help identify product pain points
• Useful research tools to inform product optimization

Simple questions to ask during each phase of NPD

Developing and launching new products plays a pivotal role as a primary driver of corporate organic growth—yet 40% of products fail within the first year, jeopardizing investments of time and money.

Download the infographic to safeguard your investments into the new product development process.

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30 Product Researcher Interview Questions and Answers

Common Product Researcher interview questions, how to answer them, and example answers from a certified career coach.

In the fast-paced world of product development, a Product Researcher’s role is critical. Your insights and data-driven approach help shape the direction of new products, ensuring they meet market needs and customer expectations. As such, employers are keen to find professionals who not only have an analytical mindset but also possess excellent communication and problem-solving skills.

To help you prepare for your big interview, we’ve put together this guide featuring common interview questions for Product Researchers. Along with each question, you’ll find tips and example answers that will assist you in crafting responses that highlight your unique skill set and passion for the industry.

1. Can you describe your experience in conducting market research for a new product?

Your potential employer is eager to know if you have the capacity to gather and analyze data that will guide key decisions about their products. This includes understanding customer needs, identifying market trends, and providing insights on competitors. Your approach to market research can significantly influence the success of a product, and hiring managers need to ensure you’re equipped with the right skills and experience.

Example: “I have extensive experience in conducting market research for new products. My approach involves a mix of qualitative and quantitative methods. I start by identifying the target audience, understanding their needs, preferences and buying behaviors.

Next, I analyze competitors to understand their strategies, strengths, and weaknesses. This includes studying their product offerings, pricing models, and marketing tactics.

For data collection, I use surveys, interviews, focus groups, and online analytics tools. The collected data is then analyzed to draw insights about potential opportunities, threats, and market trends.

Finally, I synthesize all these findings into a comprehensive report that guides the product development process. It helps in making informed decisions about product features, pricing, positioning, and promotional strategies.”

2. How do you ensure the validity of your research data?

The heart of a product researcher’s job is to provide accurate, reliable data that can be used to inform product development and marketing. If the data isn’t valid, then decisions made based on that data won’t be sound. This question is asked to understand your methodological rigour and your ability to ensure the data you collect is trustworthy and relevant to the problem at hand.

Example: “To ensure the validity of my research data, I adhere to a systematic approach. This includes clearly defining the objectives and setting parameters for data collection.

I also prioritize using reliable sources and cross-verifying information from multiple resources to minimize bias and error.

Moreover, I employ statistical methods and tools to analyze the data, ensuring it is representative and accurate.

Regular audits are conducted on the collected data to maintain its integrity.

In case of primary research, I follow ethical guidelines while conducting surveys or interviews.

Overall, maintaining transparency in methodology helps in validating the research data.”

3. Explain a situation where your research significantly influenced a product’s development.

This question is posed to understand your impact and effectiveness as a product researcher. A significant part of a product researcher’s role involves influencing product development based on data and insights. Therefore, potential employers want to ensure that you have the ability to draw meaningful conclusions from your research, communicate these findings effectively, and have a tangible impact on product development.

Example: “In a previous project, I was tasked with researching user preferences for an e-commerce platform. My findings revealed that users preferred a more personalized shopping experience.

Based on this insight, we developed an AI-driven recommendation system that provided product suggestions based on the user’s browsing history and buying behavior. This feature significantly improved customer engagement and increased sales by 30%.

This instance highlights how research can directly influence product development and drive business growth.”

4. What methods do you use to determine potential market size for a new product?

Determining potential market size for a new product is a fundamental step in the product development process. It helps the company decide whether the product is worth investing in. By asking this question, hiring managers are looking for insights into your ability to use a variety of research methods, analyze the data, and present your findings in a comprehensive manner that can guide decision-making.

Example: “To determine the potential market size for a new product, I use various methods. One is top-down analysis, which starts with macro-level data and then narrows down to the target market. For example, using global industry reports and gradually focusing on specific segments.

Another method is bottom-up analysis where I start with data from a small sample or segment and extrapolate that to a larger market. This can involve surveys or interviews with prospective customers.

I also consider the competition in the market space. By analyzing their customer base and sales, we can get an estimate of our potential market share.

Lastly, I utilize strategic tools like SWOT and PESTEL analyses to understand external factors that could influence the market size.”

5. Describe a time when you had to adjust your research strategy due to unforeseen circumstances.

The nature of research is unpredictable, and hiring managers want to assess your adaptability, problem-solving skills, and decision-making ability. Unforeseen circumstances are common in research, and your response will provide insight into how you navigate challenges, adjust your plans, and still deliver valuable insights.

Example: “In one project, we were researching consumer behavior for a new product. However, midway through the research process, there was a sudden shift in market trends due to a competitor’s innovative release.

We had to quickly adjust our strategy. Instead of focusing solely on our initial target demographic, we expanded our research parameters to include potential consumers attracted by this new trend.

This change allowed us to gain insights not only about our original audience but also about how we could adapt our product to appeal to this new segment. It taught me the importance of flexibility and quick decision-making in research.”

6. How do you approach competitor analysis when researching a product?

Conducting competitor analysis is an indispensable part of product research. It helps to understand the market, identify trends, and discover opportunities for differentiation. By asking this question, the employer wants to gauge your strategic thinking skills and your ability to analyze and interpret data to make informed decisions that can give your product a competitive edge.

Example: “In competitor analysis, I first identify direct and indirect competitors. Then, I evaluate their products on various parameters like features, pricing, user experience, and customer reviews.

I use tools such as SWOT analysis to understand their strengths, weaknesses, opportunities, and threats. This helps in identifying gaps that our product can fill.

Social media platforms and online forums are also valuable sources of information about consumer sentiment towards competitors’ products.

The goal is not just to imitate what competitors are doing but to leverage this information to differentiate our product and create a unique value proposition for customers.”

7. What is your approach to integrating customer feedback into product research?

This question is about understanding how you balance customer needs and business objectives in your research. It’s essential to ensure that the products developed are in line with what the consumers want and need. You’re expected to demonstrate your ability to listen, understand, and translate customer feedback into actionable insights that can guide product development.

Example: “Customer feedback is crucial for product research. I approach it in three steps.

The first step involves actively seeking and collecting customer feedback through various channels such as surveys, social media, or direct communication.

Next, I analyze this feedback to identify trends, patterns, and common issues that customers are facing with the product. This helps in prioritizing areas of improvement.

Finally, I incorporate these insights into the product development process by working closely with the design and engineering teams. This ensures that our products meet customer needs and expectations effectively.”

8. What strategies do you use to stay updated on industry trends and consumer behavior?

Staying on top of industry trends and shifting consumer behavior is a critical part of a product researcher’s role. It’s all about ensuring that the products developed are relevant, competitive, and meet the needs of the target market. By asking this question, hiring managers want to gauge your proactiveness, your research methodologies, and your understanding of the importance of continuous learning in this ever-evolving field.

Example: “I stay updated on industry trends through regular monitoring of market research reports, attending webinars and conferences, and following relevant influencers and thought leaders on social media. I also subscribe to several newsletters from leading market research firms.

To understand consumer behavior, I use a combination of quantitative and qualitative methods. This includes analyzing sales data, conducting customer surveys, and facilitating focus group discussions.

Additionally, I leverage digital tools like Google Trends and SEMrush for real-time insights into trending topics, search queries, and online user behavior. These strategies help me keep my finger on the pulse of the ever-changing market dynamics and consumer preferences.”

9. Can you describe a time when your research findings were not in line with the expectations of the product team? How did you handle it?

This question is designed to assess your ability to handle conflict and present potentially disappointing or unexpected news. It tests your communication skills, resilience, and diplomacy. As a product researcher, there will be times when your findings may not align with the initial hypotheses or expectations of the product team. The interviewers want to ensure that you can handle these situations professionally and work collaboratively with the team to find the best solutions.

Example: “In a previous project, my research indicated that our target audience preferred a simpler interface than what the product team had initially designed. It was a challenge as the team was enthusiastic about their complex features.

I presented my findings with clear data and user testimonials to substantiate my claims. I emphasized on the importance of meeting user needs for the product’s success.

We eventually agreed to simplify the design while retaining key innovative features. This experience taught me the value of evidence-based decision making in product development.”

10. How would you conduct research for a product meant for an unfamiliar market or demographic?

Diving into the unknown is often an integral part of a product researcher’s job. You may conduct research on products meant for a wide variety of markets and demographics, some of which may be completely new to you. The ability to adapt, learn, and apply research methodologies to unfamiliar areas is a key skill that hiring teams are looking for. They want to see your flexibility, creativity, and problem-solving skills in action.

Example: “Understanding an unfamiliar market or demographic involves a multi-faceted approach. I would start with secondary research, looking at existing data and reports about the target market to gain initial insights.

Next, primary research is crucial. This could involve surveys, interviews, or focus groups with people within that demographic. It’s important to ask open-ended questions to gather qualitative data for deeper understanding.

Competitor analysis can also be insightful. Studying products catering to the same demographic helps understand what works and what doesn’t in that particular market.

Lastly, it’s essential to continuously monitor and adapt as markets are dynamic. What might work today may not necessarily work tomorrow. The key lies in being adaptable and responsive to change.”

11. What steps do you take to ensure your research findings are communicated effectively to stakeholders?

The crux of a product researcher’s job isn’t just about conducting research and gathering data, but also about communicating those findings effectively to the stakeholders. This question is posed to assess whether you not only have the analytical skills to conduct the research, but also the communication skills to explain your findings in a way that a non-researcher can understand and act upon.

Example: “To ensure effective communication of research findings, I begin with understanding the stakeholders’ needs and expectations. This helps to tailor the information in a way that resonates with them.

I then focus on simplifying complex data into easily digestible formats such as charts or infographics. The use of clear language is also crucial to avoid any misinterpretation.

Timing is key. Sharing results when they are most relevant ensures maximum impact and interest from stakeholders.

Lastly, I believe in two-way communication. Encouraging feedback not only validates understanding but also promotes engagement and collaboration.”

12. Can you explain a situation where you had to make a tough decision based on your research findings?

The heart of a product researcher’s job is to gather, analyze, and make recommendations based on data. Sometimes, this data leads to tough decisions – for example, discontinuing a popular but unprofitable product, or investing in a risky new venture. Potential employers ask this question to assess your decision-making skills, your ability to interpret and act on data, and your courage to make difficult calls when they’re the right thing to do for the business.

Example: “In a previous project, I was analyzing user behavior for an e-commerce platform. The data indicated that users were abandoning their carts at the final checkout stage due to high shipping costs. However, reducing these costs would impact our profit margins significantly.

After careful consideration, I recommended implementing a tiered shipping system based on purchase value. This decision balanced customer satisfaction and business profitability while addressing the issue effectively. It was challenging because it required convincing stakeholders about potential short-term losses for long-term gains.”

13. How do you balance qualitative and quantitative data in your research?

The essence of this question lies in your ability to strike a balance between hard numbers (quantitative data) and the human factor (qualitative data). An effective product researcher should have the ability to use both types of information to make sound recommendations. Quantitative data provides the statistics, while qualitative data puts those numbers into context, helping to explain the ‘why’ behind them. Hiring managers want to see that you can juggle and integrate both types of data to provide comprehensive insights.

Example: “Balancing qualitative and quantitative data in research is crucial. I approach it by clearly defining the research objectives first. For instance, if we need to understand user behavior or motivations, qualitative methods like interviews or observations are more appropriate.

However, when we need hard numbers to make decisions, such as market size or product usage frequency, quantitative methods like surveys or analytics come into play.

The key is to use both types of data complementarily. Qualitative data provides depth and context, while quantitative data offers breadth and generalizability. This combination allows for a comprehensive understanding of our users and their needs.”

14. Can you provide an example of a product that failed despite positive research findings? What lessons did you learn from it?

This question is designed to gauge your ability to analyze and learn from past experiences. The reality is, not every well-researched product will be a success in the market due to various external factors. By asking this, the interviewer wants to understand your thought process, problem-solving skills, and your ability to adapt from failures, which are key traits for a productive researcher.

Example: “A classic example of a product failure despite positive research findings is the New Coke launched by Coca-Cola in 1985. The company had conducted extensive market research and taste tests that indicated consumers preferred the new recipe over both the original formula and Pepsi.

However, when introduced to the market, it was met with widespread consumer backlash. This was due to factors overlooked in the initial research such as brand loyalty and emotional attachment to the original product.

The key lesson here is that while data-driven decision making is crucial, it’s equally important to consider qualitative aspects like customer sentiment and brand identity. It underscores the importance of holistic analysis in product research.”

15. How do you handle situations where the product team disagrees with your research findings?

Conducting research is only half the battle when it comes to a Product Researcher’s role. The other half is convincing stakeholders to act on your findings. Potential employers want to understand your approach to conflict resolution, especially when faced with disagreements over your research results. They want to see your ability to communicate effectively and persuasively, ensuring the best decisions for the product are made based on data and research.

Example: “When my research findings are disputed by the product team, I first ensure that I understand their viewpoint. Open communication is key in these situations to avoid misunderstandings.

I then present my data and methodology transparently, explaining how I arrived at my conclusions. This gives the team a clear insight into my process and allows them to see why I believe my findings are valid.

If disagreements persist, I suggest seeking an external perspective or conducting further research. It’s important to remember that we all share the same goal: creating the best possible product. Differences of opinion can lead to more comprehensive solutions when handled constructively.”

16. What is your approach to conducting user experience research for a product?

Product researchers play a pivotal role in ensuring the products a company develops meet the needs and wants of their target audience. By asking this question, hiring managers are looking to gauge your understanding of the user experience research process, your ability to plan and execute research methodologies, and how you analyze and present your findings.

Example: “My approach to user experience research involves a combination of qualitative and quantitative methods. I start by identifying the key questions we want to answer about our users’ needs, behaviors, and motivations.

I then select the most appropriate research method, such as surveys for broad trends or interviews for in-depth insights. This data is analyzed to identify patterns and draw conclusions.

Following this, I create user personas and journey maps to visualize our findings and inform design decisions.

Throughout the product development process, I advocate for continuous testing and iteration based on user feedback to ensure the final product meets user expectations and provides an optimal user experience.”

17. How have you used data analytics tools in your research process?

In our data-driven world, a product researcher’s ability to harness the power of data analytics tools can make or break their effectiveness. Employers want to know that you are proficient in using these tools to gather, analyze and interpret data, which is key to providing insights that guide product development and improvements. Your response will highlight your technical skills and demonstrate your approach to leveraging data for actionable insights.

Example: “In my research process, data analytics tools have been instrumental. For instance, I’ve used Tableau for data visualization to identify patterns and trends in product usage. This has helped me gain insights into user behavior which is crucial in making informed decisions.

I’ve also utilized SQL for querying databases to extract specific data related to the products under study. This has enabled me to conduct a more granular analysis of the product performance.

Furthermore, I’ve leveraged Python libraries like Pandas and NumPy for data manipulation and analysis. These tools have made it easier to clean, transform, and analyze large datasets, thus enhancing the accuracy of my findings.

Overall, these tools have not only streamlined my research process but also improved the quality of insights generated, ultimately leading to better product development strategies.”

18. Describe a time when you used research to identify a new opportunity for product improvement.

Hiring managers ask this question to understand how you apply research findings to real-world product development. They want to see that you can not only gather and analyze data, but also translate those insights into actionable recommendations for product enhancement. This is a key part of the role, so showcasing your experience and skills in this area can really make you stand out as a candidate.

Example: “In my experience, research has been key to identifying opportunities for product improvement. One instance was when I was analyzing user feedback for a mobile app we were developing. The data showed that users were having difficulty navigating the interface.

I conducted further research into best practices for mobile UI/UX and identified several changes that could improve usability. We implemented these changes, which resulted in increased user satisfaction and retention rates. This example illustrates how research can directly lead to product improvements that enhance customer experience.”

19. How do you handle ethical considerations in your research?

Ethics is a critical aspect of any research-related job. It’s not just about gathering data and insights, but also ensuring that the information is obtained and used in a way that respects all involved parties. By asking about ethical considerations, hiring managers want to assess your understanding and commitment to ethical standards, and your ability to navigate potentially sensitive situations in your research.

Example: “In my research process, ethical considerations are paramount. I ensure that all data collected is done so with informed consent and respect for privacy. This involves clearly communicating the purpose of the research to participants, ensuring they understand their rights.

I also prioritize transparency in reporting results. It’s crucial not to manipulate or misrepresent findings for personal or corporate gain.

Lastly, I consider potential implications of the product on users and society at large. If a product could potentially cause harm, it’s our responsibility as researchers to voice these concerns.”

20. Can you explain a situation where you had to conduct research under tight deadlines? How did you manage it?

The essence of a product researcher’s role often involves tight timelines and quick turnarounds. Knowing how to prioritize tasks, manage time effectively, and maintain accuracy under pressure is essential. The interviewer wants to understand your ability to handle stress, meet deadlines, and still produce high-quality work. This question also reveals your problem-solving skills and how you approach challenges.

Example: “In a previous project, I was tasked with researching market trends for a new product launch. The timeline was tight due to an upcoming trade show.

I prioritized tasks by focusing on high-impact areas first, such as competitive analysis and customer preferences. To expedite the process, I utilized online databases and industry reports rather than conducting primary research.

Despite the pressure, I maintained accuracy in my findings, understanding that quality should not be compromised. The insights gathered were instrumental in shaping the product’s positioning strategy, resulting in successful reception at the trade show.”

21. What is your approach to conducting research for a product in a highly saturated market?

Navigating through a highly saturated market is no easy task and requires a specific set of skills and a strategic mindset. By asking this question, interviewers are trying to gauge your ability to understand market dynamics, identify gaps in the current offerings, and provide innovative solutions that could potentially give your company a competitive edge. They want to see if you can think critically and creatively when faced with such challenges.

Example: “In a saturated market, understanding the unique needs of different customer segments is crucial. I would start by conducting comprehensive market segmentation and identifying potential niches that are underserved.

Next, I’d focus on competitive analysis to understand what existing products offer and where gaps exist. This includes analyzing product features, pricing strategies, and customer reviews for insights into user pain points.

Finally, I’d leverage qualitative research methods like interviews or surveys to gain deeper insights into consumer behavior and preferences. This data can help inform product development to meet specific customer needs better than competitors.”

22. How do you ensure your research is unbiased and objective?

As a product researcher, your role is to provide accurate, reliable data that can guide decision-making. Biased or subjective research can lead to the development of products that don’t meet consumer needs or expectations. Interviewers want to know that you understand this and have strategies in place to ensure your research is as objective and unbiased as possible.

Example: “To ensure unbiased and objective research, I focus on a few key principles.

I start with a clear, well-defined research question to guide the study. This helps prevent any personal bias from influencing the direction of the research.

Next, I use robust sampling methods that represent the population accurately. This reduces selection bias and increases the validity of the findings.

Then, I apply rigorous data analysis techniques, interpreting results based on evidence rather than preconceived notions.

Lastly, peer reviews are crucial for catching potential biases or errors in methodology. By adhering to these principles, I aim to produce reliable, valid, and objective research.”

23. Can you describe a time when your research helped in the successful launch of a product?

As a product researcher, your findings are pivotal in shaping the design, development, and launch of a product. This question is designed to assess your practical experience and ability to generate actionable insights that can lead to successful product launches. It’s important to demonstrate your ability to conduct thorough research, interpret data accurately, and communicate findings effectively to a cross-functional team.

Example: “In my experience, research is crucial for product success. Once, while working on a new skincare line, I conducted extensive market analysis and consumer behavior studies. This helped us identify a gap in the market for vegan, cruelty-free products.

Post identification, we focused our efforts on developing such a product. We also ensured that our marketing strategies highlighted these unique selling points. The result was a successful launch, with first-quarter sales exceeding projections by 25%. This instance reinforced my belief in thorough, data-driven research as a cornerstone of effective product development.”

24. How do you measure the success of your research process?

In the realm of product research, the success of research isn’t just about how much data you can gather, but the impact it has on the product and the business as a whole. By asking this question, hiring managers want to understand your perspective on aligning research goals with the broader business objectives. They’re interested in knowing how you define success, how you measure it, and how you adapt your approach based on those measurements.

Example: “Measuring the success of a research process involves multiple factors. Key performance indicators such as achieving set objectives, accuracy of findings, and actionable insights are crucial.

However, it’s also important to consider how well the research aligns with business goals. If the results lead to improved product design or better market positioning, then that signifies successful research.

The timeliness of completion is another metric. Research should be completed within the stipulated timeline without compromising on quality.

Lastly, feedback from stakeholders can provide valuable insight into the effectiveness of the research process. Positive responses indicate that the research has met expectations and added value.”

25. In what ways have you used AI or machine learning in your research process?

Artificial intelligence and machine learning are rapidly becoming integral parts of product research. They can help automate and optimize certain tasks, uncover insights that might otherwise go unnoticed, and make predictions about future trends. By asking this question, hiring managers want to know if you’re familiar with these technologies and can leverage them effectively to enhance your research.

Example: “In my research process, I’ve utilized AI for predictive analysis. Machine learning algorithms helped me analyze large datasets and identify patterns to predict future trends. Also, I used Natural Language Processing (NLP) in sentiment analysis to understand customer feedback on products. This enabled us to refine the product based on user preferences. Furthermore, AI was instrumental in automating repetitive tasks, improving efficiency and accuracy.”

26. Describe a time when you used your research findings to influence a major product decision.

This question is designed to gauge your ability to not only gather and interpret data but also to use that data to drive strategic decision-making. Product Researchers play a pivotal role in shaping the direction of product development and design, and the ability to leverage research findings to influence these decisions is a critical part of the job. It also shows your communication skills and how well you can advocate for your findings to stakeholders.

Example: “In a previous project, we noticed declining user engagement with our mobile app. I led a research initiative to understand the reasons behind this trend. Our findings showed that users found the app navigation complex and non-intuitive.

Based on these insights, I recommended a complete overhaul of the app’s user interface. We prioritized simplicity and intuitiveness in the redesign process. Post-implementation, we saw a significant increase in user engagement and positive feedback. This experience underscored the value of research-driven decision making in product development.”

27. How do you handle situations when your research findings are not well-received by the product team?

This question is pivotal because it helps uncover your resilience, communication skills, and ability to persuade. It’s not uncommon for research results to be met with resistance, especially if they go against existing beliefs or plans. Interviewers want to see that you’re able to navigate these situations diplomatically, stand by your findings, and effectively communicate their importance, all while maintaining productive working relationships.

Example: “In such situations, I focus on open communication and collaboration. It’s crucial to understand the product team’s concerns and why they might disagree with my findings.

I would present the data again, explaining the methodology used and how conclusions were drawn. If necessary, I’d be open to conducting further research to address their specific issues or doubts.

It’s essential to create a shared understanding that we all aim for the same goal – improving the product based on solid evidence and user feedback.”

28. Can you explain a time when your research helped mitigate a potential product failure?

Product researchers are the unsung heroes of product development, providing critical insights that can make or break a product’s success. They want to hear about your problem-solving skills, your ability to think critically and analytically, and your knack for translating research findings into actionable recommendations. By asking about a time when your research prevented a product failure, interviewers are looking for evidence of these skills in action. They want to know that you can not only perform thorough research, but also use it to have a tangible impact on the product and the company’s bottom line.

Example: “In one instance, I was part of a team developing a new software product. My research indicated that similar products on the market were struggling with user interface issues. This insight led us to prioritize UI/UX design in our development process. We conducted further usability testing and made significant changes based on feedback. As a result, our final product was well-received for its intuitive design, preventing potential failure due to poor user experience.”

29. How do you stay motivated when your research does not yield the desired results?

Research can be a long, tedious process and sometimes, the results aren’t what you’d hoped for. Hiring managers want to see that you can maintain your enthusiasm and drive even when facing setbacks. They’re interested in your resilience and how you approach challenges – key traits for a successful researcher. It also provides insights into your problem-solving skills and how you handle disappointments.

Example: “Staying motivated in research, despite not getting desired results, involves treating every outcome as an opportunity to learn. I focus on the process rather than just the end goal. Each setback provides valuable insights that help refine my approach and improve future outcomes.

Moreover, I’m driven by curiosity and the potential impact of my work. The possibility of creating a product that could significantly enhance user experience keeps me going, even when faced with challenges.

Finally, maintaining a positive mindset is crucial. It’s important to remember that setbacks are part of the journey in any innovative field, including product research.”

30. Describe a situation where you had to defend your research methodology or findings to a skeptical audience.

As a product researcher, you may very often find yourself in situations where your research methods or results are questioned by stakeholders. This is because your work directly influences major business decisions. Interviewers ask this question to understand your ability to confidently stand by your work, effectively communicate your process, and address any concerns or doubts, thereby ensuring your ability to influence key decisions.

Example: “In a recent project, I used ethnographic research to understand user behavior. Some stakeholders were skeptical about its validity due to the small sample size.

I explained that while quantitative methods provide breadth, qualitative ones like ethnography offer depth. It helps uncover motivations and contexts not easily captured by surveys or data analysis.

To further validate my findings, I triangulated them with other data sources. This robust approach increased their confidence in my methodology and results.”

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Writing Survey Questions

Perhaps the most important part of the survey process is the creation of questions that accurately measure the opinions, experiences and behaviors of the public. Accurate random sampling will be wasted if the information gathered is built on a shaky foundation of ambiguous or biased questions. Creating good measures involves both writing good questions and organizing them to form the questionnaire.

Questionnaire design is a multistage process that requires attention to many details at once. Designing the questionnaire is complicated because surveys can ask about topics in varying degrees of detail, questions can be asked in different ways, and questions asked earlier in a survey may influence how people respond to later questions. Researchers are also often interested in measuring change over time and therefore must be attentive to how opinions or behaviors have been measured in prior surveys.

Surveyors may conduct pilot tests or focus groups in the early stages of questionnaire development in order to better understand how people think about an issue or comprehend a question. Pretesting a survey is an essential step in the questionnaire design process to evaluate how people respond to the overall questionnaire and specific questions, especially when questions are being introduced for the first time.

For many years, surveyors approached questionnaire design as an art, but substantial research over the past forty years has demonstrated that there is a lot of science involved in crafting a good survey questionnaire. Here, we discuss the pitfalls and best practices of designing questionnaires.

Question development

There are several steps involved in developing a survey questionnaire. The first is identifying what topics will be covered in the survey. For Pew Research Center surveys, this involves thinking about what is happening in our nation and the world and what will be relevant to the public, policymakers and the media. We also track opinion on a variety of issues over time so we often ensure that we update these trends on a regular basis to better understand whether people’s opinions are changing.

At Pew Research Center, questionnaire development is a collaborative and iterative process where staff meet to discuss drafts of the questionnaire several times over the course of its development. We frequently test new survey questions ahead of time through qualitative research methods such as  focus groups , cognitive interviews, pretesting (often using an  online, opt-in sample ), or a combination of these approaches. Researchers use insights from this testing to refine questions before they are asked in a production survey, such as on the ATP.

Measuring change over time

Many surveyors want to track changes over time in people’s attitudes, opinions and behaviors. To measure change, questions are asked at two or more points in time. A cross-sectional design surveys different people in the same population at multiple points in time. A panel, such as the ATP, surveys the same people over time. However, it is common for the set of people in survey panels to change over time as new panelists are added and some prior panelists drop out. Many of the questions in Pew Research Center surveys have been asked in prior polls. Asking the same questions at different points in time allows us to report on changes in the overall views of the general public (or a subset of the public, such as registered voters, men or Black Americans), or what we call “trending the data”.

When measuring change over time, it is important to use the same question wording and to be sensitive to where the question is asked in the questionnaire to maintain a similar context as when the question was asked previously (see  question wording  and  question order  for further information). All of our survey reports include a topline questionnaire that provides the exact question wording and sequencing, along with results from the current survey and previous surveys in which we asked the question.

The Center’s transition from conducting U.S. surveys by live telephone interviewing to an online panel (around 2014 to 2020) complicated some opinion trends, but not others. Opinion trends that ask about sensitive topics (e.g., personal finances or attending religious services ) or that elicited volunteered answers (e.g., “neither” or “don’t know”) over the phone tended to show larger differences than other trends when shifting from phone polls to the online ATP. The Center adopted several strategies for coping with changes to data trends that may be related to this change in methodology. If there is evidence suggesting that a change in a trend stems from switching from phone to online measurement, Center reports flag that possibility for readers to try to head off confusion or erroneous conclusions.

Open- and closed-ended questions

One of the most significant decisions that can affect how people answer questions is whether the question is posed as an open-ended question, where respondents provide a response in their own words, or a closed-ended question, where they are asked to choose from a list of answer choices.

For example, in a poll conducted after the 2008 presidential election, people responded very differently to two versions of the question: “What one issue mattered most to you in deciding how you voted for president?” One was closed-ended and the other open-ended. In the closed-ended version, respondents were provided five options and could volunteer an option not on the list.

When explicitly offered the economy as a response, more than half of respondents (58%) chose this answer; only 35% of those who responded to the open-ended version volunteered the economy. Moreover, among those asked the closed-ended version, fewer than one-in-ten (8%) provided a response other than the five they were read. By contrast, fully 43% of those asked the open-ended version provided a response not listed in the closed-ended version of the question. All of the other issues were chosen at least slightly more often when explicitly offered in the closed-ended version than in the open-ended version. (Also see  “High Marks for the Campaign, a High Bar for Obama”  for more information.)

Researchers will sometimes conduct a pilot study using open-ended questions to discover which answers are most common. They will then develop closed-ended questions based off that pilot study that include the most common responses as answer choices. In this way, the questions may better reflect what the public is thinking, how they view a particular issue, or bring certain issues to light that the researchers may not have been aware of.

When asking closed-ended questions, the choice of options provided, how each option is described, the number of response options offered, and the order in which options are read can all influence how people respond. One example of the impact of how categories are defined can be found in a Pew Research Center poll conducted in January 2002. When half of the sample was asked whether it was “more important for President Bush to focus on domestic policy or foreign policy,” 52% chose domestic policy while only 34% said foreign policy. When the category “foreign policy” was narrowed to a specific aspect – “the war on terrorism” – far more people chose it; only 33% chose domestic policy while 52% chose the war on terrorism.

In most circumstances, the number of answer choices should be kept to a relatively small number – just four or perhaps five at most – especially in telephone surveys. Psychological research indicates that people have a hard time keeping more than this number of choices in mind at one time. When the question is asking about an objective fact and/or demographics, such as the religious affiliation of the respondent, more categories can be used. In fact, they are encouraged to ensure inclusivity. For example, Pew Research Center’s standard religion questions include more than 12 different categories, beginning with the most common affiliations (Protestant and Catholic). Most respondents have no trouble with this question because they can expect to see their religious group within that list in a self-administered survey.

In addition to the number and choice of response options offered, the order of answer categories can influence how people respond to closed-ended questions. Research suggests that in telephone surveys respondents more frequently choose items heard later in a list (a “recency effect”), and in self-administered surveys, they tend to choose items at the top of the list (a “primacy” effect).

Because of concerns about the effects of category order on responses to closed-ended questions, many sets of response options in Pew Research Center’s surveys are programmed to be randomized to ensure that the options are not asked in the same order for each respondent. Rotating or randomizing means that questions or items in a list are not asked in the same order to each respondent. Answers to questions are sometimes affected by questions that precede them. By presenting questions in a different order to each respondent, we ensure that each question gets asked in the same context as every other question the same number of times (e.g., first, last or any position in between). This does not eliminate the potential impact of previous questions on the current question, but it does ensure that this bias is spread randomly across all of the questions or items in the list. For instance, in the example discussed above about what issue mattered most in people’s vote, the order of the five issues in the closed-ended version of the question was randomized so that no one issue appeared early or late in the list for all respondents. Randomization of response items does not eliminate order effects, but it does ensure that this type of bias is spread randomly.

Questions with ordinal response categories – those with an underlying order (e.g., excellent, good, only fair, poor OR very favorable, mostly favorable, mostly unfavorable, very unfavorable) – are generally not randomized because the order of the categories conveys important information to help respondents answer the question. Generally, these types of scales should be presented in order so respondents can easily place their responses along the continuum, but the order can be reversed for some respondents. For example, in one of Pew Research Center’s questions about abortion, half of the sample is asked whether abortion should be “legal in all cases, legal in most cases, illegal in most cases, illegal in all cases,” while the other half of the sample is asked the same question with the response categories read in reverse order, starting with “illegal in all cases.” Again, reversing the order does not eliminate the recency effect but distributes it randomly across the population.

Question wording

The choice of words and phrases in a question is critical in expressing the meaning and intent of the question to the respondent and ensuring that all respondents interpret the question the same way. Even small wording differences can substantially affect the answers people provide.

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An example of a wording difference that had a significant impact on responses comes from a January 2003 Pew Research Center survey. When people were asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule,” 68% said they favored military action while 25% said they opposed military action. However, when asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule  even if it meant that U.S. forces might suffer thousands of casualties, ” responses were dramatically different; only 43% said they favored military action, while 48% said they opposed it. The introduction of U.S. casualties altered the context of the question and influenced whether people favored or opposed military action in Iraq.

There has been a substantial amount of research to gauge the impact of different ways of asking questions and how to minimize differences in the way respondents interpret what is being asked. The issues related to question wording are more numerous than can be treated adequately in this short space, but below are a few of the important things to consider:

First, it is important to ask questions that are clear and specific and that each respondent will be able to answer. If a question is open-ended, it should be evident to respondents that they can answer in their own words and what type of response they should provide (an issue or problem, a month, number of days, etc.). Closed-ended questions should include all reasonable responses (i.e., the list of options is exhaustive) and the response categories should not overlap (i.e., response options should be mutually exclusive). Further, it is important to discern when it is best to use forced-choice close-ended questions (often denoted with a radio button in online surveys) versus “select-all-that-apply” lists (or check-all boxes). A 2019 Center study found that forced-choice questions tend to yield more accurate responses, especially for sensitive questions.  Based on that research, the Center generally avoids using select-all-that-apply questions.

It is also important to ask only one question at a time. Questions that ask respondents to evaluate more than one concept (known as double-barreled questions) – such as “How much confidence do you have in President Obama to handle domestic and foreign policy?” – are difficult for respondents to answer and often lead to responses that are difficult to interpret. In this example, it would be more effective to ask two separate questions, one about domestic policy and another about foreign policy.

In general, questions that use simple and concrete language are more easily understood by respondents. It is especially important to consider the education level of the survey population when thinking about how easy it will be for respondents to interpret and answer a question. Double negatives (e.g., do you favor or oppose  not  allowing gays and lesbians to legally marry) or unfamiliar abbreviations or jargon (e.g., ANWR instead of Arctic National Wildlife Refuge) can result in respondent confusion and should be avoided.

Similarly, it is important to consider whether certain words may be viewed as biased or potentially offensive to some respondents, as well as the emotional reaction that some words may provoke. For example, in a 2005 Pew Research Center survey, 51% of respondents said they favored “making it legal for doctors to give terminally ill patients the means to end their lives,” but only 44% said they favored “making it legal for doctors to assist terminally ill patients in committing suicide.” Although both versions of the question are asking about the same thing, the reaction of respondents was different. In another example, respondents have reacted differently to questions using the word “welfare” as opposed to the more generic “assistance to the poor.” Several experiments have shown that there is much greater public support for expanding “assistance to the poor” than for expanding “welfare.”

We often write two versions of a question and ask half of the survey sample one version of the question and the other half the second version. Thus, we say we have two  forms  of the questionnaire. Respondents are assigned randomly to receive either form, so we can assume that the two groups of respondents are essentially identical. On questions where two versions are used, significant differences in the answers between the two forms tell us that the difference is a result of the way we worded the two versions.

One of the most common formats used in survey questions is the “agree-disagree” format. In this type of question, respondents are asked whether they agree or disagree with a particular statement. Research has shown that, compared with the better educated and better informed, less educated and less informed respondents have a greater tendency to agree with such statements. This is sometimes called an “acquiescence bias” (since some kinds of respondents are more likely to acquiesce to the assertion than are others). This behavior is even more pronounced when there’s an interviewer present, rather than when the survey is self-administered. A better practice is to offer respondents a choice between alternative statements. A Pew Research Center experiment with one of its routinely asked values questions illustrates the difference that question format can make. Not only does the forced choice format yield a very different result overall from the agree-disagree format, but the pattern of answers between respondents with more or less formal education also tends to be very different.

One other challenge in developing questionnaires is what is called “social desirability bias.” People have a natural tendency to want to be accepted and liked, and this may lead people to provide inaccurate answers to questions that deal with sensitive subjects. Research has shown that respondents understate alcohol and drug use, tax evasion and racial bias. They also may overstate church attendance, charitable contributions and the likelihood that they will vote in an election. Researchers attempt to account for this potential bias in crafting questions about these topics. For instance, when Pew Research Center surveys ask about past voting behavior, it is important to note that circumstances may have prevented the respondent from voting: “In the 2012 presidential election between Barack Obama and Mitt Romney, did things come up that kept you from voting, or did you happen to vote?” The choice of response options can also make it easier for people to be honest. For example, a question about church attendance might include three of six response options that indicate infrequent attendance. Research has also shown that social desirability bias can be greater when an interviewer is present (e.g., telephone and face-to-face surveys) than when respondents complete the survey themselves (e.g., paper and web surveys).

Lastly, because slight modifications in question wording can affect responses, identical question wording should be used when the intention is to compare results to those from earlier surveys. Similarly, because question wording and responses can vary based on the mode used to survey respondents, researchers should carefully evaluate the likely effects on trend measurements if a different survey mode will be used to assess change in opinion over time.

Question order

Once the survey questions are developed, particular attention should be paid to how they are ordered in the questionnaire. Surveyors must be attentive to how questions early in a questionnaire may have unintended effects on how respondents answer subsequent questions. Researchers have demonstrated that the order in which questions are asked can influence how people respond; earlier questions can unintentionally provide context for the questions that follow (these effects are called “order effects”).

One kind of order effect can be seen in responses to open-ended questions. Pew Research Center surveys generally ask open-ended questions about national problems, opinions about leaders and similar topics near the beginning of the questionnaire. If closed-ended questions that relate to the topic are placed before the open-ended question, respondents are much more likely to mention concepts or considerations raised in those earlier questions when responding to the open-ended question.

For closed-ended opinion questions, there are two main types of order effects: contrast effects ( where the order results in greater differences in responses), and assimilation effects (where responses are more similar as a result of their order).

An example of a contrast effect can be seen in a Pew Research Center poll conducted in October 2003, a dozen years before same-sex marriage was legalized in the U.S. That poll found that people were more likely to favor allowing gays and lesbians to enter into legal agreements that give them the same rights as married couples when this question was asked after one about whether they favored or opposed allowing gays and lesbians to marry (45% favored legal agreements when asked after the marriage question, but 37% favored legal agreements without the immediate preceding context of a question about same-sex marriage). Responses to the question about same-sex marriage, meanwhile, were not significantly affected by its placement before or after the legal agreements question.

Another experiment embedded in a December 2008 Pew Research Center poll also resulted in a contrast effect. When people were asked “All in all, are you satisfied or dissatisfied with the way things are going in this country today?” immediately after having been asked “Do you approve or disapprove of the way George W. Bush is handling his job as president?”; 88% said they were dissatisfied, compared with only 78% without the context of the prior question.

Responses to presidential approval remained relatively unchanged whether national satisfaction was asked before or after it. A similar finding occurred in December 2004 when both satisfaction and presidential approval were much higher (57% were dissatisfied when Bush approval was asked first vs. 51% when general satisfaction was asked first).

Several studies also have shown that asking a more specific question before a more general question (e.g., asking about happiness with one’s marriage before asking about one’s overall happiness) can result in a contrast effect. Although some exceptions have been found, people tend to avoid redundancy by excluding the more specific question from the general rating.

Assimilation effects occur when responses to two questions are more consistent or closer together because of their placement in the questionnaire. We found an example of an assimilation effect in a Pew Research Center poll conducted in November 2008 when we asked whether Republican leaders should work with Obama or stand up to him on important issues and whether Democratic leaders should work with Republican leaders or stand up to them on important issues. People were more likely to say that Republican leaders should work with Obama when the question was preceded by the one asking what Democratic leaders should do in working with Republican leaders (81% vs. 66%). However, when people were first asked about Republican leaders working with Obama, fewer said that Democratic leaders should work with Republican leaders (71% vs. 82%).

The order questions are asked is of particular importance when tracking trends over time. As a result, care should be taken to ensure that the context is similar each time a question is asked. Modifying the context of the question could call into question any observed changes over time (see  measuring change over time  for more information).

A questionnaire, like a conversation, should be grouped by topic and unfold in a logical order. It is often helpful to begin the survey with simple questions that respondents will find interesting and engaging. Throughout the survey, an effort should be made to keep the survey interesting and not overburden respondents with several difficult questions right after one another. Demographic questions such as income, education or age should not be asked near the beginning of a survey unless they are needed to determine eligibility for the survey or for routing respondents through particular sections of the questionnaire. Even then, it is best to precede such items with more interesting and engaging questions. One virtue of survey panels like the ATP is that demographic questions usually only need to be asked once a year, not in each survey.

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