Ask These Questions to Get to Know Your Audience Better
How to craft a customer survey that generates insightful answers
Customer surveys are so ubiquitous that many consumers are used to answering all of the same questions. How was your experience? Would you recommend this to a friend? Would you use this again? What did you like or dislike? Unfortunately, the most common questions on customer surveys tend to be the ones which offer the least relevant information.
Why customer survey questions fail
Typically, questions are written in the form of a yes or no, which doesn’t encourage customers to elaborate or offer complete answers. Additionally, these sorts of stock questions don’t give brands or companies much information about what they can change or shift to make themselves more appealing to customers.
Instead of using the same straightforward questions, consider refreshing your customer survey or adding questions that can offer more insight. Some good options might be:
- What is the most important thing a brand can do?
- What role does our brand/service play in your life?
- What is your biggest source of frustration?
- What do you look for when making purchasing decisions?
- What convinced you to use our brand/service?
- Why would you use our brand/service in the future?
Why open-ended survey questions work
Instead of yes or no questions—or those which simply ask customers for a black-and-white answer—these kinds of open-ended questions prompt them to explore their reasoning and share it with you.
These questions can also help you get to know your customers better. Knowing what their pain points are, where their hardships live, and how you can help is a good way to discover new ways to solve their problems—which, ultimately, is the point of a brand or service.
Looking for help finding an audience? We can help!
efelle creative is a Seattle-based web marketing firm that specializes in website design and development, website content management, search engine optimization, and other online marketing services. Since 2005, efelle has worked with hundreds of businesses to help them with their web development needs. Call us at 206.384.4909 or fill out our online contact form to get in touch with a custom web design specialist.
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