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80+ Market Research Questions to Ask your Target Audiences

Understand your target audience better and adapt your business to the changing needs of market by asking these key market research questions. 

To remain competitive in the current business landscape, keeping up with the ever-changing market trends is not just an option but an absolute necessity. By adapting your customer interaction points and developing strategies that not only attract but also convert potential leads into loyal customers, you can solidify your standing in the industry.

But how can you achieve all of this effectively and efficiently? The answer lies in the power of market research and, more importantly, in asking the right survey questions.

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Market research can navigate your company by helping you understand your audiences and customers better, identify shifting trends, and maintain that sought-after competitive advantage. In this blog, we'll throw light on the most compelling market research questions and best practices that can unveil valuable insights and give you a strategic edge in the ever-evolving market. 

Table of Content

What are Market Research Questions?

Market research questions are designed to gather specific information and insights about a target market or audience. These questions play a crucial role in conducting systematic research to understand consumer preferences, behaviors, and opinions, as well as to analyze market trends and competitors.

You can use a market research survey template offered by Zonka Feedback to make informed decisions, identify opportunities, and develop effective strategies to stay competitive. If you are looking for a ready-to-use market research survey template, here is one that can gain you customer insights, consequently increasing customer satisfaction.

Market Research Questions to Gather Insights

Market research questions can help to optimize the decision-making process for businesses across various stages, from product development to marketing and sales. However, choosing the right market research questions should be based on what you want to achieve through market research. You can leverage microsurveys like the Net Promoter Score or Customer Satisfaction Surveys to conduct market research or create a comprehensive survey to gauge various aspects. Let us look at market research questions aimed at different user personas and business goals. 

1. For Customers

Understanding customers' preferences, concerns, and buying behavior are vital for your business to provide exceptional customer experiences. With this knowledge, you can focus on enhancing the aspects your customers love while working on areas that need improvement. 

  • What factors influence your purchasing decisions the most?
  • What improvements would you like to see in our offerings?
  •  How satisfied are you with our customer service? 
  • Would you recommend our product to others?
  • Which specific features of our product/service do you find most valuable?

2. For Startups

For startups, market research is crucial to validate business ideas, identify target markets, and uncover potential opportunities and challenges. Seeking product feedback for your startup in the early stages of brand development can be especially valuable in refining your beta version of the product and can help to create a product that truly resonates with your target audience.

  • What challenges do you currently face in [relevant industry/problem area]?
  • What features are most important to you when considering a [product/service]?
  • Would you be willing to try a new [product/service] if it addresses your needs more effectively?
  • What would be your primary reason for choosing a product over competitors?
  • How much would you be willing to pay for a product/service that meets your requirements?
  • What are your preferred communication channels to learn about new products/services?
  • How do you prefer to purchase product/service - online, in-store, or through a mobile app?

There are certain questions that you should be establishing as a startup before entering the market. Consider these market research questions to refine your startup's value proposition and make well-informed decisions to position your venture for success.

  • What are the total addressable market (tam), serviceable available market (sam), and share of the market (som)?
  • What is your USP?
  • Are you planning to refine your beta version of the product with beta testing survey
  • How would you onboard new customers?
  • What are the potential barriers or challenges you may face in acquiring customers?
  • How does the pricing of your product/service compare to the perceived value among customers?

3. For New Product Launch

Market research for new products helps locate potential demand, get product feature requests, and identify target markets, reducing the risk of launching a product with limited appeal. Consider these market research questions for new products that you can ask your customers.

  • How did you first hear about our new product?
  • What is your initial impression of the new product based on the information provided?
  • How interested are you in trying out this new product?
  • What features or benefits of the new product appeal to you the most?
  • How does the pricing of the new product align with your expectations and perceived value?
  • Are there any specific concerns you have about the new product?
  • Would you be open to participating in a trial or beta testing for the new product?

4. For Existing Product

For companies that thrive on product-led growth, customer feedback on the existing product is the key to success. Market research for existing products helps in understanding changing customer needs and market trends, ensuring that the product remains relevant and competitive. 

  • On a scale of 1-5, how satisfied are you with our current product?
  • What challenges are you facing in using our product?
  • What additional features or improvements would you like to see in our product?
  • How does our product compare to competitors in terms of performance and pricing?

5. To Segment Target Market

By asking market research questions, you can segment your target market based on various demographics, interests, behaviors, and preferences. Through user segmentation, you can create more targeted marketing campaigns, tailor products/services to specific needs, and effectively reach and engage your diverse user base. Here are some of the demographic survey questions that you can ask to segment your target market. 

  • What is your age group? 
  • What is your gender?
  • Where do you reside?
  • What is your education level?
  • Are you employed, self-employed, a student, or retired?
  • What are your hobbies or interests? 
  • What are your preferred modes of communication?
  • How do you prefer to make purchase decisions?
  • What are your primary reasons for purchasing a specific product/service?
  • Which media channels do you use most frequently for information and entertainment? 

6. For Competitive Analysis

Understanding competitors' strengths, weaknesses, and strategies can help you dig deeper into market share and identify opportunities to stay ahead in the market. You can leverage survey collection software to perform competitive analysis and gather valuable analytics for marketing and conversion rate optimization. Consider these market research questions to ask your customers about competitors. Consider these market research questions to ask your customers about competitors.

  • Have you ever used products/services from our competitors?
  • How would you rate the products/services of our competitors in terms of quality?
  • What do you perceive as the main strengths of our competitors' offerings?
  • What factors influence your decision to choose our products/services over those of our competitors?
  • Are there any specific features or benefits offered by our competitors that you find appealing?
  • How do you think our products/services compare to those of our competitors in terms of overall value?
  • How likely are you to recommend our products/services over those of our competitors to others?

7. To Check Brand Awareness

Assessing brand awareness helps businesses measure the effectiveness of their marketing efforts and brand visibility in the market. Market research questions for checking brand awareness can include:

  • Have you heard of our brand before?
  • How did you first learn about our brand?
  • Which of the following products do you associate with our company? 
  • Have you ever used or purchased any products from our company?
  • What feature do you like the most about our product?
  • On a scale of 1 to 10, how likely would you recommend our brand to a friend or colleague?

8. Pricing Analysis

Determining the right pricing strategy is crucial to attracting customers while ensuring profitability. Market research questions for pricing analysis can include:

  • What price range do you consider reasonable for our product?
  • How does our current pricing compare to competitors in the market?
  • What factors do you consider when evaluating the pricing of a product?
  • Would you be willing to pay more for additional features or benefits?

9. For Concept Testing

Before launching the final product, performing concept testing allows businesses to evaluate the viability of new ideas before investing resources in full-scale development. By doing so, you can tailor your product according to customer needs and assess the overall feasibility of your new product idea.

  • Please read the description of the new product/service concept carefully. How appealing does this concept sound to you?
  • What specific aspects of the concept do you find most appealing or interesting?
  • How likely are you to consider using or purchasing this new product/service based on the concept description?
  • What would be your primary reason for choosing this new product/service over similar offerings in the market?
  • Is there anything missing in the concept that you believe would make it more appealing or valuable?
  • Is there anything you would change or improve in the concept to make it more appealing to you?
  • How much would you be willing to pay for this new product/service, based on the concept description?

10. To Understand Online Visibility

In the digital age, online visibility is crucial to reach their target audience effectively. Whether you want to drive in-store customers or online, the route is by following online visibility. Conducting an online survey is the easiest way to understand this. Consider these market research questions to understand online visibility.

  • How did you discover our brand/company online?
  • How frequently do you come across our brand/company while browsing the internet?
  • Have you visited our website? If yes, what was your purpose for visiting?
  • Are you following our brand/company on social media? If yes, which platforms?
  • How do you perceive our brand/company's presence on social media? (e.g., active, engaging, informative)
  • Do you find our website and online content (blogs, articles, etc.) easy to navigate and informative?
  • What do you think about the overall user experience on our website? (e.g., website speed, design, functionality)
  • How does our online presence compare to that of our competitors?
  • Are there any specific online platforms or websites where you would like to see our brand/company more active?

11. For Reputation Management

Monitoring and managing your brand's reputation is essential for improving customer loyalty and business revenue. A major part of market research includes knowing what customers think and speak about your business. Including customer feedback and trends in your analysis will allow for more accurate predictions in your revenue forecasting software. Here are some market research questions for reputation management.

  • How would you describe your overall perception of our company?
  • What do you think is our company's strengths?
  • How likely are you to recommend our company to others based on your perception?
  • Are there any specific aspects of our company's reputation that stand out to you?
  • How do you feel about our company's responsiveness to customer feedback and concerns?
  • Are there any specific incidents or experiences that have influenced your perception of our company?

12. For Messaging & Advertising

Crafting compelling messaging and advertising campaigns that resonate with the target audience is crucial for driving engagement and conversions. Your advertising should be in sync with your business goals and brand identity to communicate your unique value proposition. 

  • Have you come across any of our recent advertising or marketing campaigns? If yes, please specify where you saw or heard them.
  • How well do you think our advertising aligns with your needs and preferences as a customer?
  • Are there any specific advertising channels or platforms where you believe our brand should have a stronger presence?
  • How likely are you to take action (e.g., visit our website, make a purchase) after seeing our advertising?
  • Which specific elements of our advertising (e.g., visuals, slogans, offers) do you find most memorable?
  • Have you ever shared or engaged with our advertising content on social media?
  • Do you find our advertising to be informative and educational about our products/services?

Best Practices for Market Research Questions

Before you start framing your market research, it is essential to follow these best practices to ensure the effectiveness and reliability of your data:

Things to Do

  • Decide your Goals: Clearly define the objectives of your market research. Determine what specific insights you aim to gather and how they will support your business decisions.
  • Segment your Audience: Understand that different customer segments may have distinct needs and preferences. Tailor your survey questions to target specific groups, allowing for a more focused analysis.
  • Choose the Right Survey Question Type: Select appropriate question formats based on your goals. Use a mix of multiple-choice questions, open-ended questions, Likert scales, and rating scales to capture both quantitative and qualitative data.
  • Incentivize your Survey: Offer incentives to encourage participation and increase the response rate. It could be in the form of discounts, gift cards, or entry into a prize draw.

Things to Avoid

  • Avoid Double-Barreled Questions: Double-barreled questions combine two or more issues into one question, making it challenging for respondents to provide clear and accurate answers. Keep your questions focused on one topic at a time.
  • Avoid Leading Questions: Leading questions are worded in a way that influences or biases respondents' answers. Aim for neutrality and objectivity in your questions to obtain unbiased data.
  • Avoid Too Many Questions: Lengthy surveys can lead to respondent fatigue, resulting in incomplete or rushed answers. Keep your survey concise and relevant, ensuring it can be completed within a reasonable timeframe.

Why do Market Research?

All the popular companies in the market currently, whether it is Apple, Zappos, or Spotify, rely heavily on market research. Let us look at the reasons why you must consider market research to drive growth.

  • Identifying Market Opportunities: Market research helps identify emerging trends, unmet needs, and untapped market segments, providing valuable opportunities for businesses to expand and innovate.
  • Testing Product Concepts: Before launching a new product or service, market research can be used to gauge customer interest and receive feedback on potential concepts, get product idea validation, and reduce the risk of product failure.
  • Evaluating Marketing Campaigns: Market research allows businesses to assess the effectiveness of their marketing efforts, whether it is driving NPS campaigns or launching new advertising initiatives. It helps to refine messaging, targeting, and channels for better results.
  • Measuring Customer Satisfaction: Understanding customer satisfaction levels and identifying areas for improvement is crucial for retaining customers and building brand loyalty.

Top 10 Market Research Questions

Now that you know the power of market research and how it can improve your offering and enhance customer experience, let us quickly recall the top 10 market research questions that can drive your business forward.

  • What are the primary factors influencing your purchasing decisions?
  • How satisfied are you with our product?
  • What are the most desirable features you look for in a product?
  • How did you first hear about our brand/product/service?
  • What do you consider a fair price for our product?
  • What improvements or additions would you like to see in our offerings?
  • On a scale of 1-5, how likely are you to recommend our brand to others?
  • What are the main challenges you face when using our product?
  • How well do you think our product compares to competitors in the market?
  • Which aspects of our advertising or marketing message do you find most compelling?


From identifying market opportunities and testing product concepts to measuring customer satisfaction and tracking brand awareness, market research questions play a vital role in allowing you to adapt and innovate in a rapidly changing marketplace. By listening to your customers and gaining valuable feedback through market research, you can refine your products and marketing efforts to better meet customer expectations.

For creating a market research survey, it is important that you leverage an omnichannel survey software that enables you to create impactful surveys, share them across multiple channels with your target customers, and gather and analyze valuable feedback using reporting features.

Zonka Feedback is one such powerful market research software that can help you do all of that, along with offering survey logic & branching, segmenting your customers, measuring trends, and closing the feedback loop.

You can sign up for a 14-day free trial to create effective market research surveys and see how it works for you. 


Written by Kanika

Jul 25, 2023

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