what are good market research questions

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Market Research Questions

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Market research questions: what to ask and how.

9 min read Whether you’re looking for customer feedback, product suggestions or brand perception in the market, the right market research questions can help you get the best insights. Learn how you can use them correctly and where to begin.

What is market research?

Market research (also called marketing research) is the action or activity of gathering information about market needs and preferences. This helps companies understand their target market — how the audience feels and behaves.

For example, this could be an online questionnaire , shared by email, which has a set of questions that ask an audience about their views. For an audience of target customers, your questions may explore their reaction to a new product that can be used as feedback into the design.

Why do market research?

When you have tangible insights on the audience’s needs, you can then take steps to meet those needs and solve problems. This mitigates the risk of an experience gap – which is what your audience expects you deliver versus what you actually deliver.

In doing this work, you can gain:

Improved purchase levels – Sales will improve if your product or service is ticking all the right buttons for your customers.
Improved decision making – You can avoid the risk of losing capital or time by using what your research tells you and acting with insights.
Real connection with your target market – If you’re investing in understanding your target audience, your product and service will more likely to make an impact.
Understand new opportunities – it might be that your research indicates a new area for your product to play within, or you find potential for a new service that wasn’t considered before.

Get started with our free survey maker

Who do you ask your questions to?

Who to target in your market research is crucial to getting the right insights and data back. If you don’t have a firm idea on who your target audiences are, then here are some questions that you can ask before you begin writing your market research questions:

Who is our customer currently and who do we want to attract in the future?
How do they behave with your brand?
What do they say, do and think?
What are their pain points, needs and wants?
Where do they live? What is the size of our market?
Why do they use us? Why do they use other brands?

We’ve put together some questions below (Market research questions for your demographics) if you wanted to reach out to your market for this.

With the answers, you can help you segment your customer market, understand key consumer trends , create customer personas and discover the right way to target them.

Market research goals

Give yourself the right direction to work towards.There are different kinds of market research that can happen, but to choose the right market research questions, figure out your market research goals first.

Set a SMART goal that thinks about what you want to achieve and keeps you on track. SMART stands for Specific, Measurable, Attainable, Relevant and Timely. For example, a good SMART business goal would be to increase website sales for a top product by 10% over a period of 6 months.

You may need to review some strategic business information, like customer personas and historical sales data, which can give you the foundation of knowledge (the ‘baseline’) to grow from. This, combined with your business objectives, will help you form the right SMART targets tailored to your teams.

Types of market research questions

Now that you have your SMART target, you can look at which type of market research questions will help you reach your goal. They can be split into these types:

For demographics
For customers
For product

Market research questions for your demographics

Demographic information about your customers is data about gender, age, ethnicity, annual income, education and marital status. It also gives key information about their shopping habits.

Here are some questions you can ask in your market research survey:

What is your age / gender / ethnicity / marital status?
What is the highest level of education you have achieved?
What is your monthly income range?
What methods of shopping do you use?
What amount do you spend on [product/brand/shopping] each month?
How regular do you shop for [product/brand]?

Learn more about the demographic survey questions that yield valuable insights .

Market research questions for your customer

These questions are aimed at your customer to understand the voice of the customer — the customer marketing landscape is not an one-way dialogue for engaging prospects and your customer’s feedback is needed for the development of your products or services.

How did we do / would you rate us?
Why did you decide to use [product or service]?
How does that fit your needs?
Would you recommend us to your friends?
Would you buy from us again?
What could we do better?
Why did you decide to shop elsewhere?
In your opinion, why should customers choose us?
How would you rate our customer experience?

Learn more about why the voice of the customer matters or try running a customer experience survey.

Market research questions for your product

These questions will help you understand how your customers perceive your product, their reactions to it and whether changes need to be made in the development cycle.

What does our [product or service] do that you like or dislike?
What do you think about [feature or benefit]?
How does the product help you solve your problems?
Which of these features will be the most valuable / useful for you?
Is our product competitive with other similar products out there? How?
How does the product score on [cost / service / ease of use, etc.]?
What changes will customers likely want in the future that technology can provide?

There are also a set of questions you can ask to find out if your product pricing is set at the right mark:

Does the product value justify the price it’s marketed at?
Is the pricing set at the right mark?
How much would you pay for this product?
Is this similar to what competitors are charging?
Do you believe the price is fair?
Do you believe the pricing is right based on the amount of usage you’d get?

Have you tried a pricing and value research survey to see how much your target customers would be willing to pay?

Market research questions for your brand

How does the impact of your products, services and experiences impact your brand’s image? You can find out using these questions:

What do you think about our brand?
Have you seen any reviews about us online? What do they say?
Have you heard about our brand from friends or family? What do they say?
How likely are you to recommend our brand to a friend?
Have you read the testimonials on our own channels? Did they have an impact on your decision to purchase? How?
When you think of our brand, what do you think/ feel / want?
How did you hear about us?
Do you feel confident you know what our brand stands for?
Are you aware of our [channel] account?

Learn more about brand perception surveys and how to carry them out successfully.

How to use market research questions in a survey

For the best research questionnaires, tailoring your market research questions to the goal you want will help you focus the direction of the data received.

You can get started now on your own market research questionnaire, using one of our free survey templates, when you sign up to a free Qualtrics account.

Drag-and-drop interface that requires no coding is easy-to-use, and supported by our award-winning support team.

With Qualtrics, you can distribute, and analyse surveys to find customer, employee, brand, product, and marketing research insights.

More than 11,000 brands and 99 of the top 100 business schools use Qualtrics solutions because of the freedom and power it gives them.

Get started with our free survey maker tool

Related resources

Mixed methods research 17 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, request demo.

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30 Market Research Questions to Ask

Updated on September 18, 2024

Ever feel like you’re throwing spaghetti at the wall and hoping something sticks? Welcome to the wild world of startups and product launches! But here’s a little secret: the most successful entrepreneurs aren’t just guessing – they’re armed with a powerful tool that turns hunches into hard data. Enter the unsung hero of business strategy: market research questions.

In this guide, we’re diving deep into the art and science of crafting market research questions that’ll give you the inside scoop on your target audience, validate your million-dollar idea, and help you dodge those pesky “why didn’t anyone want this?” moments. So, grab your notepad (or, let’s be real, open a new tab) – it’s time to turn your market research into a superpower!

Ask the Right Users at the Right Time

Market Research Questions for Startups: Laying the Groundwork

“What problem does our product solve, and how urgent is this problem for potential customers?”
“Who are our early adopters likely to be, and what motivates them?”
“What current solutions are people using, and why aren’t they fully satisfied?”
“How large is our potential market, and what’s its growth trajectory?”
“What regulatory or industry challenges might we face?”

Remember, as a startup, you’re not just gathering data – you’re building a narrative about why your solution needs to exist. These questions help you paint that picture with vibrant, data-driven strokes.

Market Research Questions About Target Audience: Getting to Know Your People

“What demographic and psychographic characteristics define our ideal customer?”
“Where does our target audience hang out online and offline?”
“What brands do they currently love, and why?”
“What are their biggest pain points related to our product category?”
“How do they typically make purchasing decisions in our space?”

Pro Tip: Prelaunch’s Customer Insights feature is like having a secret window into your audience’s mind. It aggregates data from various sources, giving you a 360-degree view of who your customers really are – not just who you think they are.

Market Research Questions for Customer Reservations: Anticipating Objections

“What concerns might prevent someone from trying our product?”
“What previous experiences have made customers wary of solutions like ours?”
“What level of risk are potential customers willing to take on a new product?”
“What assurances or guarantees would make customers feel more comfortable?”
“How important is brand reputation in our product category?”

Addressing these reservations head-on in your marketing and product development can turn skeptics into believers.

Market Research Questions About Product Validation: Ensuring You’re on the Right Track

There are two main categories that are worth taking a look at here. Which one you fit into will be based on whether your product is new or if you already have alternatives aka competition.

Questions for a New Product

“How well does our product concept resonate with potential users?”
“What features are must-haves vs. nice-to-haves?”
“How does our product compare to existing alternatives in the market?”
“What would make our product a ‘must-buy’ for our target audience?”
“Are there any unexpected use cases for our product we haven’t considered?”

Psst… Prelaunch’s In-depth Interview feature is a game-changer here. It allows you to conduct nuanced, qualitative research that digs deeper than surface-level surveys. You’ll uncover the ‘why’ behind the ‘what’ of customer behavior.

Questions for Competitor and Alternative Products

“What do customers love about our competitors’ products?”
“What’s missing from current market offerings?”
“How loyal are customers to existing brands in our space?”
“What would it take for someone to switch from a competitor to our product?”
“Are there any underserved niches within our broader market?”

Market Research Questions About Pricing and Value Perception

“What price range do potential customers expect for a product like ours?”
“How price-sensitive is our target market?”
“What value-added features could justify a premium price?”
“How do customers perceive the relationship between price and quality in our category?”
“What pricing models (subscription, one-time purchase, freemium) appeal most to our audience?”

Getting pricing right is more art than science, but these questions will give you a solid foundation from which to start.

Expert Tips on How to Use Market Research Questions Effectively

Crafting the different types of market research questions is only half the battle. To truly leverage these inquiries for maximum impact, consider the following expert tips and strategies:

1. Diversify Your Research Methods

While we’ve focused on questions, remember that the medium is as important as the message.

Quantitative Surveys : Ideal for gathering numerical data and spotting trends across large samples. Use platforms like SurveyMonkey or Google Forms for wide distribution.
Qualitative Interviews : Perfect for deep dives into individual experiences. Consider using Prelaunch’s in-depth interview feature to uncover nuanced insights.
Focus Groups : Great for observing group dynamics and generating ideas. Virtual focus groups can be cost-effective alternatives to in-person sessions.
Observational Studies : Sometimes, watching customer behavior in natural settings can reveal insights they might not articulate in a survey or interview.

Pro Tip: Triangulate your findings by cross-referencing data from multiple methods. This approach helps validate your insights and uncover blind spots.

2. Embrace Iterative Research

Market research isn’t a one-and-done affair. Treat it as an ongoing process:

Start with broad, exploratory questions to identify key areas of interest.
Use initial findings to formulate more specific, targeted questions.
Regularly revisit and update your research to track changes in market sentiment.
Create a feedback loop where research informs product development, which in turn informs future research questions.

3. Master the Art of Question Crafting

The way you phrase your questions can significantly impact the quality of responses:

Open-ended vs. Closed Questions : Use closed questions (yes/no, multiple choice) for quantitative data and open-ended questions for qualitative insights.
Avoid Leading Questions : Instead of “How much did you love our product?”, ask “What was your experience with our product?”
Use Scales Wisely : When using numerical scales, clearly define what each number represents.
Consider Cultural Context : Be mindful of cultural differences that might affect how questions are interpreted.

4. Mitigate Bias in Your Research

Bias can sneak into your research in numerous ways:

Selection Bias : Ensure your sample truly represents your target market. Don’t just survey existing customers.
Response Bias : Be wary of respondents telling you what they think you want to hear. Anonymous surveys can help.
Confirmation Bias : Actively seek out information that challenges your assumptions.
Question Order Bias : The sequence of questions can influence responses. Randomize order where appropriate.

5. Leverage Technology and AI

Modern tools can supercharge your market research process :

Use AI-powered analytics tools to identify patterns in large datasets.
Employ sentiment analysis on social media data to gauge public opinion.
Utilize chatbots for initial screening questions before deeper human-led interviews.
Consider predictive analytics to forecast market trends based on historical data.

6. Context is King: Analyze with Perspective

Raw data is just the starting point. To extract meaningful insights:

Always consider the broader market context when interpreting data.
Look for correlations between different data points.
Compare your findings with industry benchmarks and competitor data.
Consider both statistical significance and practical significance of your results.

7. From Insights to Action

The true value of market research lies in its application:

Create clear, actionable recommendations based on your findings.
Prioritize insights based on potential impact and feasibility of implementation.
Develop a clear roadmap for incorporating insights into your product development and marketing strategies.
Set up key performance indicators (KPIs) to measure the impact of changes made based on your research.

8. Ethical Considerations

As you delve into market research, keep ethics at the forefront:

Always obtain informed consent from participants.
Be transparent about how data will be used and stored.
Protect participant privacy and anonymity.
Consider the potential impact of your research on vulnerable populations.

9. Communicate Findings Effectively

The best insights are useless if they’re not understood and acted upon:

Tailor your reporting style to your audience (e.g., executive summaries for C-suite, detailed reports for product teams).
Use data visualization tools to make complex findings more digestible.
Tell a story with your data – connect the dots between different insights.
Always include a “So what?” section that clearly outlines the implications of your findings.

By implementing these expert tips, you’ll elevate your market research from a mere fact-finding mission to a powerful strategic tool. Remember, the goal isn’t just to gather data, but to gain actionable insights that drive your business forward. With practice and persistence, you’ll be able to ask the right questions, in the right way, to the right people – and use those answers to make informed decisions that propel your startup or product launch to new heights.

From Questions to Quantum Leaps: Turning Insights into Action

Congratulations! You’ve now got a treasure trove of market research questions that would make even the most seasoned entrepreneurs jealous. But remember, the magic isn’t in the questions themselves – it’s in how you use the answers to catapult your startup or product launch into the stratosphere.

So, go forth and question everything (seriously, everything). Use these market research questions as your launchpad, but don’t be afraid to get creative and dive into the specifics of your unique market. And remember, in the dynamic world of startups and product launches, the learning never stops. Keep asking, keep listening, and watch as your business transforms from a great idea into an unstoppable force in the market.

Now, armed with these powerful market research questions, you’re ready to turn the tables on uncertainty and make informed decisions that’ll have your competition wondering, “How did they know that?” Your next breakthrough is just a question away!

Alice Ananian

Alice has over 8 years experience as a strong communicator and creative thinker. She enjoys helping companies refine their branding, deepen their values, and reach their intended audiences through language.

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